Data provided by McGregor BFA
All data is delayed
Loading...
See More

World Cup eases beer blues

Jun 20 2010 16:01

Related Articles

Security firm fights Fifa

Foreign fan numbers 'promising'

World Cup ignites property interest

FIFA to rake in billions

Unaffordable extravagance

A World Cup dream team

 

Paris - Millions of extra pints in England, stores emptied in South Korea and sales up in Japan -- beer consumption has soared during the World Cup after falling globally in recent years.

"We hope that Kirin's sales will increase more than four percent during this World Cup," said Shinya Izumi, a spokesperson for the Japanese brewery which makes the beer of the same name.

"We became even more hopeful after Japan beat Cameroon on Monday. Orders from retailers have been boosted thanks to the victory."

Japanese brewers hope this year's World Cup in South Africa will reverse a previous downturn, after seeing sales fall by four percent since the last World Cup in Germany in 2006.

In China, the world's biggest market for beer, the amber nectar has been flowing freely since the beginning of the tournament, especially in large cities.

In the central town of Zhuzhou, the country's biggest brewer Tsingtao said that sales had almost doubled. Tsingtao said it had sold around 42 000 bottles a day, against 24 000 bottles before the tournament.

During South Korea's June 17 game against Argentina, shops from the GS25 chain sold 345 000 bottles or cans of beer in South Korea -- a 123% increase on the previous week.

And on June 12, the eve of the opening of the competition, Bokwang Family Mart, another chain of South Korean stores, said that sales of beer had doubled with 45 000 bottles or cans sold.

In England, one of Europe's main beer-drinking nations, the pubs have been full throughout the tournament, according to the British Beer and Pub Association (BBPA).

Britain's second-placed supermarket chain Asda expected a 37% rise in beer sales during the competition.

"The World Cup is a springboard for beer to post its best results in a decade," said a study by Euromonitor International.

German brewers said that the national team's fortunes would boost their own. Thirty years ago the average German drank 150 litres of beer per year, whereas now the figure has dropped to 100 litres.

In South Africa, the host country, brewer SABMiller, owner of the Miller Lite, Peroni and Grolsh brands, has built up reserves to avoid its stock selling out.

"There will be plenty of beer," said SABMiller marketing manager Alastair Hewitt, whose group is expecting to sell 10 million litres during the five weeks of the World Cup.

"Dedicated telephone numbers will be set up whereby customers can dial in should they require emergency supplies," he said.

In France, where the consumption of beer is moderate compared to other European countries, Gerard Laloi, president of the association of brewers, said that "more than the World Cup it is the weather that influences beer consumption."

"If the weather is good, consumption increases by 10% to 15%, if not it is slack."

However Drinkaware, an independent British charity, gave a sober warning of the dangers of overindulging in alcohol during the World Cup.

"If you are in the pub watching the footy, you are unlikely to be thinking about the cumulative impact a few drinks with your mates might be having," it said in a statement.

It said that binge drinking was a "risk factor in developing heart disease" while regularly drinking even two pints a day could cause health conditions including liver damage, strokes, depression and reduction in male fertility.

- AFP

beer
NEXT ON FIN24X

 
 
 

Read Fin24’s Comments Policy

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
0 comments
Add your comment
Comment 0 characters remaining
 

Company Snapshot

We're Talking About: Small Business

Standard Bank is looking for 12 entrepreneurs to participate in a 10-part TV series. They could win a R1m investment into their dream.
 
 

Land reform process lawful - Zuma

The land reform process is being done according to the law and the Constitution, says President Jacob Zuma.

 
 

Latest elections multimedia

11 Julius Malema quotes you'll never forget
DA won't get 30% - Zille
The EFF's ad was banned, see why
Why Jack Parow wants you to vote on 7 May

Money Clinic

Money Clinic
Do you have a question about your finances? We'll get an expert opinion.
Click here...
Loading...