Health researchers are raising concerns over the burgeoning popularity of alcoholic ready-to-drink mixes in Germany. According to a report in the “Süddeutsche Zeitung” the trend echoes the controversial “alcopops” boom of the 2000s.
Market research institute Nielsen IQ data, cited in the article, indicates that the sector achieved revenue exceeding €715 million in the twelve months leading up to July 2025. Revenue has surged by 20% over just two years, reaching €595.2 million between July 2022 and June 2023, €684.9 million between July 2023 and July 2024 and ultimately €715.5 million between July 2024 and June 2025.
Tobias Effertz, who researches the economic costs of alcohol consumption at the University of Hamburg, told the newspaper, “This is the same problem as in the noughties. Strong sweetness is combined with alcohol. This makes it easier for young people to consume it. The situation is even more dangerous now, as the alcohol content is higher.
A notable characteristic of the new mixes is their consistent alcohol content of 10%. Effertz believes this exploits a loophole in the 2004 Alcopops excise tax legislation. The then-red-green federal government levied a punitive tax on alcopops up to an alcohol content of 10%, the very level found in the new mixes, which are, therefore, not subject to the tax.
The researcher is advocating for a reform of the alcopops tax, suggesting a sliding scale where the tax rate increases with higher alcohol content. He argues that reduced alcohol consumption could lead to billions in savings for the healthcare system.
The Federal Ministry of Health declined to comment specifically on a potential reform, instead referring to preventive education and information campaigns.
Nielsen IQ market researcher Andreas Heim described the ready-to-drink mixes as a rapidly expanding category within the alcoholic beverage industry. He stated that these convenient cans primarily target younger demographics.
The spirits industry, in response, rejected the criticism, pointing out that their products are already at a tax disadvantage compared to beer and wine due to alcohol excise duty (formerly spirits excise duty).