Germans drink up to celebrate World Cup

Germans have been toasting the success of their footballing heroes, reversing a generation-long decline in beer sales to see a 4.4% jump in the year to July.

Germany_champions_2014Around 48 million hectoliters of beer were sold in the first six months of the year according to the country’s Statistics Office, with the rise helped by a big leap in June, when the 2014 World Cup tournament began in Brazil.

In that month alone, 9.7 million hl of beer were sold in Germany, a 14% increase compared to last year.

With the tournament having ended with a German victory in July, the figures for the second half of this year are expected to reflect a similar positive impact for the beer industry in what is Europe’s biggest producer.

Germans drink more beer per capita than most of the world, pipped only by their neighbours in the Czech Republic and Austria.

However, according to Reuters, sales of beer have declined by more than a third in the 25 years since the Berlin Wall fell, as Westernised young people have turned to spirits and soft drinks.

Beer_tapsThe last annual rise in beer sales was a whole eight years ago in 2006 according to the DBB brewing association, when Germany themselves hosted the World Cup.

AB InBev, who have a strong presence in Germany, can thank these good sales in the country at least in part for their impressive year-to-date. The owners of Beck’s and Carlsberg recently announced quarterly results that showed a 9.5% jump in pre-deduction earnings, beating experts’ predictions.

However, the positive impact of the World Cup felt by the German beer industry has not been replicated everywhere, as there appears to be a correlation between the length of time a country stays in the tournament with beer sales.

In the UK, off-trade sales lagged throughout the tournament, failing to get near the kinds of figures enjoyed during the 2010 World Cup in South Africa.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

Sales Manager

James Eadie Ltd
London, UK

Wine Ambassador Role

Ramón Bilbao UK
London, UK

Fine Wine Logistics Coordinator

IG Wines
London, UK

Sales Manager

Top Selection
London, UK

Assistant Retail Manager

The Whisky Exchange
London, UK

Marketing Manager

Ellis Wines
Hanworth, Middx, GB

Commercial Analyst

ATOM Group
Tunbridge Wells, UK

Customer Service Executive

Marussia Beverages
Marylebone, London, UK

HR Administrator

Amathus Drinks PLC
London, UK

Trade Marketing Manager

Australian Vintage Limited
Croydon, UK

The World Bulk Wine Exhibition

Amsterdam,Netherlands
20th Nov 2017

The Drinks Business Green Awards 2017

London,United Kingdom
20th Nov 2017

The Global Spirits Masters Lunch

London,United Kingdom
1st Dec 2017
Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more