Germany hosted the European football championships, but despite this, beer sales fell. The European Championships started on June 14.
German fans will carry beer in June 2024. imago sport, EPA / AOP
In Germany, beer sales fell by about 0.6 percent, or about 25.8 million liters, in the first half of the year, when compared to the previous year, reported Deutcshe Welle.
The German Statistical Office says that German breweries did not get the sales growth they had hoped for, even though the European football championships were played in Germany in the summer. According to the German media, specifically in June, beer sales were the weakest since 1993. The European Championships in Germany started on June 14 and the final match was played on July 14.
The reason for the poor stock market is, among other things, bad weather and inflation. Cool weather kept soccer fans out of the bars. Instead, the popularity of non-alcoholic beer has grown.
Head of the German Brewers Association Holger Eichele said, according to DW, that during the European Championships, fluctuating temperatures and several thunderstorms hampered the business of many bars. In addition to beer, sales of other mild mixed alcoholic drinks also weakened.
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