Beer Is Becoming More Expensive in Romania: Consumption Falls to a 20-Year Low

Updated: 30 April 2026 la 16:45. Articolul a fost revizuit pentru a reflecta informațiile disponibile la această dată.

Beer is becoming more expensive in Romania, and the effects are directly visible in consumer behaviour. One of the most popular drinks on the domestic market is now being bought less often, in smaller quantities or only occasionally, amid successive price rises, higher excise duties and growing pressure on household budgets.

In an economic climate in which many households are already affected by rising prices, higher bills and austerity measures, consumers are becoming much more careful about non-essential spending. It is not only staple foods, electricity or gas that weigh on budgets, but also products associated with relaxation or socialising. More details on the economic pressure facing Romanians are available in this analysis of austerity, gas bills and energy costs in Romania.

For more information on inflation, see Inflation falls only on paper: Romanians are still paying huge prices at the checkout, which offers complementary details on this subject.

According to data presented by the Romanian Brewers Association and reported by several business publications, Romania’s beer market fell to 14.4 million hectolitres in 2025, its lowest level in the past 20 years. This was a decline of around 4% from the previous year, after the market had stabilised at around 15 million hectolitres in 2024. Agerpres notes that the 2025 figure was a historic low for the past two decades.

This is not merely a year-to-year fluctuation. Industry data point to a broader downward trend, with a cumulative contraction of around 15% over the past four years, according to information published by HotNews and other business sources. In practice, Romanians are drinking less beer than in previous years, and the final price on supermarket shelves or at outdoor cafés is one of the main reasons cited by the industry.

Why beer is getting more expensive in Romania

One of the main factors driving up beer prices is higher excise duty. Industry representatives say the excise duty on beer has risen significantly in recent years, with that tax pressure gradually passed on to the final price paid by consumers. According to data cited by Mediafax, excise duty has increased cumulatively by around 55% since 2022, including through a significant rise applied during 2025–2026.

Alongside excise duties, producers face higher costs for energy, transport, packaging, raw materials, wages and logistics. In an industry where high volumes matter greatly, any drop in consumption puts additional pressure on factories, distributors, retailers and the hospitality sector.

Ultimately, consumers feel the price increase most clearly on supermarket shelves and in bars, restaurants and outdoor cafés. For many Romanians, beer is no longer an automatic purchase but a considered one. People choose promotions, buy less, opt for cheaper options or give it up altogether during certain periods.

Beer consumption falls to 14.4 million hectolitres

In 2025, the beer market reached 14.4 million hectolitres, the lowest level of the past 20 years. By comparison, Romania recorded a much higher level of consumption in 2008, at more than 20 million hectolitres, according to data cited by Mediafax.

This difference shows how much the market has changed over the past two decades. During the period of economic growth before the financial crisis, consumption was supported by rising incomes, more affordable prices and a strong drinking culture linked to outdoor cafés, events and socialising. Today, the reality is different: Romanians are more careful with spending, and inflation has changed purchasing priorities.

Beer is becoming more expensive—not necessarily a luxury, but harder to ignore in household budgets

The phrase “beer is becoming a luxury” has appeared in several media headlines, including in a report published by Știrile Pro TV. In reality, beer is not a luxury product in the traditional sense, but it has become more expensive relative to the purchasing power of many consumers.

When bills, staple foods, fuel, loan repayments and services become more expensive, products seen as non-essential are the first to be cut or reduced from shopping baskets. Beer fits precisely into this category: it is frequently consumed but not indispensable. That is why even an apparently moderate price increase can quickly change buyers’ behaviour.

Moreover, beer prices are not only visible in supermarkets. At an outdoor café or restaurant, the final cost includes rent, wages, utilities, mark-ups and taxes, making a simple outing much more expensive than it was a few years ago. This reality directly affects consumption in the hospitality sector.

Impact on the beer industry: factories, distributors and hospitality

Falling consumption does not affect only major beer producers. A whole economic chain surrounds this industry: cereal growers, packaging manufacturers, transport operators, distributors, shops, bars, restaurants, event organisers and small local producers.

According to information published by Ziarul Financiar, the industry also faces excess production capacity, as factories can produce more than the market currently demands. This situation may put pressure on costs, investment and jobs.

In the hospitality segment, falling consumption is even more sensitive. Restaurants, bars and outdoor cafés depend on beverage sales for an important share of their profitability. If people go out less often or consume less, the effect is quickly reflected in venues’ takings.

Why Romanians are drinking less beer

Higher prices are the most visible reason, but not the only one. Beer consumption is influenced by several factors, and changing social habits play an important role.

• Higher prices lead consumers to buy less often or choose cheaper options.
• General inflation reduces the budget available for non-essential products.
• Going out is more expensive, affecting consumption in bars, restaurants and outdoor cafés.
• Younger people consume differently, with some turning to non-alcoholic drinks, cocktails, wine, cider or other options.
• Health concerns have increased, and some consumers are cutting down on alcohol or choosing non-alcoholic beer.
• Demographic changes matter: the working-age population is shrinking, while migration also affects the consumer base.

These trends are not unique to Romania. In several European markets, alcohol consumption is shaped by prices, public-health campaigns, lifestyle changes and different preferences among younger generations.

Changing consumption habits are also evident in health and lifestyle choices. More and more people are looking for ways to manage their weight, cut down on alcohol or adopt a more balanced diet. For those interested in this subject, the guide on how to lose weight quickly and healthily may also be useful, explaining important principles related to diet, exercise and daily discipline.

Higher excise duties, lower revenues?

An important point raised by the industry is that higher taxes do not automatically guarantee higher state revenues. If prices rise too much, consumption falls and the tax base shrinks. According to Economedia, industry representatives argue that excise-duty increases have contributed both to lower consumption and to pressure on budget revenues.

This is one of the major tax-policy debates: how far can taxes rise before the market contracts too much? In the case of beer, producers warn that an unpredictable tax schedule may affect investment, domestic production and the sector’s competitiveness.

Could non-alcoholic beer become a solution for the industry?

One segment that could gain ground is non-alcoholic beer. As consumers become more attentive to health, driving, diet or lifestyle, alcohol-free options may become an increasingly common alternative in shops and restaurants.

However, non-alcoholic beer cannot immediately offset the decline in the overall market. Investment is needed in taste, marketing, distribution and consumer education. For producers, this segment may be a direction for growth, but not a quick solution to all the industry’s problems.

What higher beer prices mean for consumers

For the average consumer, the effect is simple: the same amount of beer costs more than before. In supermarkets, the differences may be visible in multipacks, cans or bottles. In hospitality venues, the difference is even more apparent because the final price includes more indirect costs.

Some consumers will continue to buy the same brands, but less often. Others will seek promotions or more affordable brands. Some will turn to beer in PET bottles, canned beer, private-label products or lower-priced options. At the same time, higher-income consumers may remain loyal to the premium segment, but the volume market will feel the decline most sharply.

Beyond the financial aspect, reduced consumption may also be linked to people’s general state of mind. Stress, economic uncertainty and everyday pressure also change how people choose to socialise or spend their free time. In a separate analysis, we also explained why intelligent people may be less happy, a topic that touches on issues such as overthinking, mental pressure and the difficulty of finding balance in an increasingly hectic society.

Will beer continue to get more expensive?

The outlook for 2026 depends on several factors: tax policy, production costs, the course of inflation, purchasing power and consumer behaviour. If taxes and costs remain high, pressure on final prices will continue.

At the same time, producers cannot pass costs on to consumers indefinitely. If beer becomes too expensive, the market risks losing even more volume. The coming period will therefore be important for the balance between taxation, prices and consumption.

Conclusion: beer remains popular, but the market faces a difficult period

Beer is becoming more expensive in Romania, while consumption has reached its lowest level in the past 20 years. The 2025 data show a market of 14.4 million hectolitres, down 4% from the previous year and around 15% over the past four years.

Higher excise duties, inflation, production costs and changing consumption habits have put pressure on one of Romania’s most important food-and-drink industries. Beer remains a popular beverage, but it is no longer purchased as freely as it was in the past.

For consumers, the message is clear: higher prices are changing everyday choices. For producers and authorities, the challenge is to find a balance between tax revenues, investment, domestic production and the affordability of a product that has long been part of Romania’s consumer culture.

Frequently asked questions about rising beer prices in Romania