Why Is Moderation So Tricky in Munich

Walking through Munich on a sunny afternoon, beer glasses clink, the scent of Bretze fills the yeasty air. It's a reminder of why moderation in a beer-loving city like this is a tough nut to break.

The numbers tell the story. Hofbräuhaus, a historic landmark since 1589, sees over 30,000 visitors daily. Beer gardens cover over 3,000 square meters in the city and surroundings.

And beer is a big business. Oktoberfest alone serves 6.5 million liters of beer to 6 million visitors, netting €1.23 billion for the city. In just 16 days, it's an economic powerhouse, creating 13,000 seasonal jobs.

Munich’s beer culture is deep-rooted. Beer production here is officially recognized as “intangible cultural heritage,” supporting over 30,000 brewery employees.

But the tides are shifting. Germany leads Europe in non-alcoholic beer production, making 682 million liters in 2022 alone. Sales have jumped 74% from 2011 to 2021, and the younger generation is cutting back—18-25-year-olds drink 18% less than in 2012.

Even "Dry January" is gaining momentum.

Munich will never ditch its beer culture, but it’s opening up for those who want to drink less or not at all. The city is evolving, and it’s no longer an impossible task to find a space that respects your choice.

Stay sober and cool, 

Your High Sobriety Club