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The plant, which is located less than half an hour from the former eastern German border, has encountered a serious cost in recent years. Last summer, the owners decided to stop working from the need for 12 million euros for equipment repair.
“Pivovars have the opportunity to withstand many difficulties, but when sales are reduced and costs continue to grow, there is no more place for long -term planning,” said Richard Hope, director of the family business, who is now observing the closure process.
Financial pressure and change in the preferences of the younger generation
Long-Brau is only one example of hundreds of German brewers, faced with financial pressure. Inflation, rising energy prices and a drop in consumption left brewing to face a serious crisis.
Along with these factors, the cultural transformation also caused concerns: the Z Generation in Germany and many Western countries are less ready to drink alcohol. For many young people born from 1997 to 2012, beer consumption is no longer a daily habit, but has become random, even luxurious experience.
When this generation drinks beer, they are more likely to choose alcohol versions.
Decrease in consumption and loss of production
In Germany, more than 800 types of alcohol without alcohol are produced, but this diversity could not prevent a general decrease in consumption. Statistics show that per capita beer consumption in Germany increased from 126 liters in 2000 to 88 liters per year.
According to the German statistical service, beer production fell to the lowest level in the first half of 2025 with a decrease by 6.3%.
Holger Eichl, the president of the German brewery, said: “If I want to be honest, it should be recognized that this is an alarming situation. The conditions are not very good at all. Even those whose business has been for many centuries will have to leave it, ”he said.
Global trends and cultural changes
Making youth from alcohol is not limited to Germany. The same trend is observed throughout Europe and the USA. There are several reasons for this change: a decrease in the purchasing power of young people, the prevalence of a healthy lifestyle and a greater awareness of the risks of alcohol consumption.
“In our generation, it is clear that alcohol is harmful to the body,” says German student Karl Sheller.
In addition, high calories of beer do not correspond to the problems of the genitals of the young generation. Many coaches and sports influences warn social networks about the negative consequences of alcohol to burn fat and muscle growth.
Factory factory and redirection factory
According to statistics, about 52 breweries were closed in Germany from 2023 to 2024, which is the largest fall in three decades.
Factories that have actively changed the change in the production of lighter compounds, such as mixed beer with Radler and carbonated fruit drinks.
Railway advertising and television advertising, currently contributing to the use of beer, without alcohol, which was previously inconceivable in the country with the famous holiday of Oktoberfest and the Law on the purity of beer at 500 years old.
Rapid growth of beer without alcohol
Despite the fact that 90% of the beer sold in Germany is an alcoholic, alcohol, beer production, almost doubled over the past decade.
Peter Lem, a representative of Krumbacher, one of the largest brewers in Germany, said: “We do not believe that our main beer, which is an alcoholic, will have a long growth in the future. The growth course is definitely in low alcohol or alcohol beer, ”he said.
Industrial problems for small factories
The production of alcoholic versions is not very difficult for large factories, as they can fully produce beer, and then take alcohol on a separate scene. This process, however, is very expensive and requires expensive industrial equipment.
“The equipment necessary for this will cost about a million euros, which is outside the power of small factories,” said Thomas Becker, professor at the University of Munich.
From this, many smaller manufacturers stop the fermentation process earlier. The result is usually a sweeter dough that differs from the original taste.
In addition, the beer market, without alcohol, is now very saturated, and small brewery faces many difficulties for competing with large brands that have quick production capabilities and extensive commercial records.
For factories such as Longbro, which have fought for sales for years, these failures can be fatal. The factory never tried to produce alcohol beer, and Richard Hope believes that even if they did it, he would not have changed.