Call for Scots to down steins at Euros to save German beer

Published 2024년 5월 28일

Tridge summary

German brewers are encouraging football fans, especially those from Scotland, to consume large amounts of lager during the Euro 2024 championship as a way to boost the beer industry, which experienced a 4.5% decline in beer sales last year. The majority of sales, over 80%, happen within Germany, which saw a 4.2% decrease. Exports also declined, and sales to the EU, excluding Germany, dropped by 2.6%. The championship, expected to draw 100,000 Scottish fans and hundreds of thousands of other European fans, is viewed as a significant opportunity for beer sales. The UK Government has warned fans about the stronger alcohol content of German beers and the potential consequences of overindulgence.

Disclaimer:The above summary was generated by Tridge's proprietary AI model for informational purposes.

Original content

German brewers are calling on Scottish football fans to consume millions of steins of lager during the Euro 2024 championship this summer. The news follows a decline in the overall volume of beer sales of 4.5% last year, which was part of an overall downward trend. Figures from the Federal Statistical Office revealed German-based breweries and distributors sold about 8.4 billion litres (2.2 billion gallons) of beer last year and yet hastened to add the figure doesn’t include non-alcoholic beer and beer imported from outside the European Union. The report outlined that sales inside Germany, which account for more than four-fifths of the total, slid 4.2% to 6.9 billion litres (1.8 billion gallons). Additionally, exports were down 5.9% overall and there was a 2.6% drop in sales to other countries in the 27-nation EU, which reportedly bought 784 million litres (207 million gallons) of German beer. During the same time, sales to other countries were down 9.6% at 646.7 million litres ...

Source: Thedrinkbusiness