• Germany's news in English

Brewers hope football will boost beer sales

The Local · 15 Apr 2012, 12:45

Published: 15 Apr 2012 12:45 GMT+02:00

Facebook Twitter Google+ reddit

German brewers are hoping to profit from the European Football Championships, set to start in Poland and the Ukraine in June, according to a story published by the Westdeutsche Allgemeine newspaper.

They are also praying for good weather, which would bring football fans outside to barbecue. That is usually accompanied by more beer consumption, the paper wrote.

Sales rose in 2006, when the Germans hosted football’s World Cup and brewers believe the European championship could produce similar results.

Despite the decline, Germany remains Europe’s biggest beer producer. There are 5,000 brands and 1,340 breweries, the paper reported.

Each year the average German drinks 107 litres of beer – but that pales when compared to the 151 litres chugged down in 1976. In 2010 - for the first time ever - total beer sales dipped below 100 million hectolitres. One hectolitre is equal to 100 litres.

Experts say Germans are drinking less beer due to “sociodemographic developments.” A society that is getting older tends to drink less and also in a different way, the paper wrote.

With the changing demographics, beer’s target group of those between 20 and 35 is reduced. Also people are more health-conscious, and when they drink, there’s a huge variety to choose from.

People can opt for sparkling wine in cans and cocktails in bottles, the story said.

Story continues below…

What’s also making it tougher for producers is the merciless price war in the beer sector, which has resulted in slashed profit margins.

Still, brewers are optimistic that the upcoming football games and grilling season will help to raise their bottom line.

The Local/mw

The Local (news@thelocal.de)

Facebook Twitter Google+ reddit

Your comments about this article

16:00 April 15, 2012 by Eastard
I would expect price to have a greater affect than weather... A good beer is good anytime.... I wish I could be there to help...
19:37 April 15, 2012 by FIUMAN
Lets be honest. The real difference between 1976 and 2012 is that the price of things like beer and coffee stayed the same in numbers when the conversion to the Euro occured. Thus, the 5DM beer is now 5Euro. That is almost double in cost. The 3DM coffee is now 3Euro.
20:06 April 15, 2012 by Englishted

Very true.

@Chango Mutney

"three litres of flavoured water "

Go and wash your mouth out with soap sir !!!

This country brews some of the finest beer in the world and even I as a old geezer or grumpy old man as some say (correctly) do my level best to enjoy the nectar that so many small independent brewers are kind enough to put my way.
20:27 April 15, 2012 by maxbrando
I live in Alsace and come to Germany almost every day. I believe the problem is that there are not enough "German" gasthauses anymore. I will not go into one which specializes in "Grieckesche" or "Balkan" or "Italianische" kuche. These owners are not Germans in heart and have no German spirit because they refuse to have a real "German" gasthaus. No offense to these 30-40 year immigrants, but when will they learn they must assimilate. The brewers need to insure that the Gasthauses they supply with a true German product are really "German " in their attitude. Don't even get me talking about kebap joints.
21:03 April 15, 2012 by yourkeau
>Despite the decline, Germany remains Europe¦#39;s biggest beer producer.

It is not Germany, it is Bavaria. It is hard to find a good beer outside Bavaria, crap is brewed everywhere. The problem with beer in Germany is not low consumptionof beer, but that people don't really want a good beer any more, they buy cheap crap instead.
21:52 April 15, 2012 by blackboot11
@ maxbrando

The topic here is beer, not cuisine and immigrants.

Also, why are you complaining about beer here in Germany when you have one of the best tasting beers from your home town ...Fischer Biere d'Alsace !
01:35 April 16, 2012 by maxbrando

when I go to Germany it is for the whole experience. Gemutlichkeit is a feeling, and not just about a beer. And I am not alone. The fact is that German beer is not JUST about the beer. It is about being German and experiencing Germany is the most Bavarian of locales somewhere in the Bayerisches wald, not just sucking on a Henniger in some Arab dump in Offenbach.

There are other good beers in Alsace as well as Fischer. I like them all. But I enjoy them most in a real Alsacian bar/restaurant., not in someplaqce where the mussein is wailing.
07:55 April 16, 2012 by mos101392
Can anyone tell me why a liter of beer at the Oktoberfest is always more expensive than the previous year? I believe in a few years it will cost around 20 euros for a liter. No wonder beer sales are going down.

Besides, I choose to drink at home...it's cheaper than paying 2 euros at the bar and the bed isn't that far away!
08:53 April 16, 2012 by bnort
Another possible reason is the refusal of German brewers to innovate. Nothing has changed in their process since they started. Micro Brews are exploding around the world, and consumption is UP in the US and Canada...perhaps German brewers need to ditch the Purity Law mentality and start innovating and experimenting with new styles of beer. While the current beer is good (especially Bavarian), it's sad to go into a pub and instead of seeing multiple breweries on tap, you just see styles listed on the menu...the same styles of beer you see in EVERY pub in Germany.
10:36 April 16, 2012 by rmarquina

That's exactly the point that makes German beer so great! they stick to the good old Reinheitsgebot.

Maybe is just me, but I do prefer a typical Bavarian beer instead of those flavoured Veltins & Co.. not to mention the Desperados "beer" from France which is becoming so popular among young german ladies.
20:36 April 16, 2012 by bnort
I can appreciate breweries having their traditional brews, but without taking risks and trying new things, the industry becomes stale and boring. The best thing about Microbrews around the world is they are constantly experimenting with new beer varieties. You get beer with some amazing flavors. German beer, though, is always the same. For people who like the same beer and have no interest in change, that's great. But as the world becomes smaller, and people sample beers from all over, people are discovering some of the amazing things you can brew with.

There's nothing wrong with tradition, and preventing breweries from putting cheap crap in the beer like the Bud/Miller/Coors of the world is great. But I think the brewers will have to expand their brews in order to stop the slide. But then again, maybe my mindset vs. the German mindset is a cultural difference that will never change.
12:43 April 18, 2012 by Flugplatz Jim
As an avid American beer drinker living in Germany, I can say that I love German beer. I also love Belgian and American beer as well. What Bnort said about trying new things isn't wrong. There's a small brewery, Pax Brau, that is doing just that. The problem is that unless you go there, you can't get the IPA or pale ale that they make. They are good and are a step in the right direction. To me you don't necessarily have to give up the purity law, just vary the types/amounts of hops/malts used and brew more ales instead of just lagers. Lagers, like Landbier, are great but there's always room for variety. That said, I still love German beer and when it is nice and warm outside, there's nothing better than a Rothaus Pils or a good Helles to knock off the thirst.
Today's headlines
After July attacks, govt drafts new video surveillance law
Photo: DPA

The Interior Ministry is drafting a law which will enable public spaces to be filmed for surveillance purposes as a reaction to deadly attacks in July, according to a newspaper report.

Eurowings union threatens cabin crew strike for Thursday
Photo: DPA.

A union representing cabin crews on Lufthansa's budget airline Eurowings has announced that strikes will start as of Thursday if ongoing contract negotiations continue to falter.

Merkel: murky internet giants distort perception of reality
Angela Merkel. Photo: DPA.

Chancellor Angela Merkel called on Tuesday for internet giants to make public their closely-guarded algorithms, claiming that they are not giving people diverse enough information.

Pegida leader 'paid court costs with group's money'
Pegida leader Lutz Bachmann. Photo: DPA.

The leader of the anti-Islam movement reportedly used money from Pegida's coffers to pay for two personal court cases, German media reported this week.

Anger as Berlin scraps Turkey concert on Armenia genocide
The Dresden Symphony Orchestra. Photo: DPA

Germany's foreign ministry Tuesday scrapped a planned symphony performance on the Armenian "genocide" in its Istanbul consulate, sparking accusations that it was caving in to Turkish pressure.

Obama to visit Berlin in last presidential trip to Germany
President Barack Obama and Chancellor Angela Merkel during a Berlin trip in 2013. Photo: DPA.

The White House announced on Tuesday that US President Barack Obama will be paying one last unexpected visit to the German capital - his last before he leaves office.

Hostility towards minorities 'widespread in Bavaria'
A village in southern Bavaria. Photo: DPA.

Hate and hostility towards groups deemed to be different are not just sentiments felt by fringe extremists, a new report on Bavaria shows.

Hated RB Leipzig emerge as shock challengers to Bayern
RB Leipzig. Photo: DPA

RB Leipzig's remarkable unbeaten start to the Bundesliga season has seen them suddenly emerge at the head of the pack chasing reigning champions and league leaders Bayern Munich.

Munich taxi driver in hospital after attack by British tourists
Photo: DPA

A taxi driver had to be hospitalized in Munich on Monday evening after three British tourists refused to pay their fare and then attacked him.

German police carry out nationwide anti-terror raids
Police outside a building in Jena during raids on Tuesday. Photo: DPA

Police forces in five German states carried out raids on Tuesday morning with the aim of tackling the financing of terror groups, police in Thuringia have reported.

Germany's 10 most weird and wonderful landmarks
Sponsored Article
Last chance to vote absentee in the US elections
10 things you never knew about socialist East Germany
How Germans fell in love with America's favourite squash
How I ditched London for Berlin and became a published author
12 clever German idioms that'll make you sound like a pro
23 fascinating facts you never knew about Berlin
9 unmissable events to check out in Germany this October
10 things you never knew about German reunification
10 things you're sure to notice after an Oktoberfest visit
Germany's 10 most Instagram-able places
15 pics that prove Germany is absolutely enchanting in autumn
10 German films you have to watch before you die
6 things about Munich that’ll stay with you forever
10 pieces of German slang you'll never learn in class
Ouch! Naked swimmer hospitalized after angler hooks his penis
Six reasons why Berlin is now known as 'the failed city'
15 tell-tale signs you’ll never quite master German
7 American habits that make Germans very, very uncomfortable
Story of a fugitive cow who outwitted police for weeks before capture
Eleven famous Germans with surnames that'll make your sides split
The best ways to get a visa as an American in Germany
jobs available
Toytown Germany
Germany's English-speaking crowd