Germany: Breweries revenues rise 10% in June during World Cup
Revenues during the World Cup have been stronger than originally expected, said Bavaria's Brewer President Michael Weiss in Munich. Due to the international soccer event, Bavarian brewers are now expecting an additional increase of 10 percent for the month of June. Till now they had counted on only a 5 percent revenue increase, Deutsche Welle posted June 24.
Udo Franke, spokesman for Carlsberg Germany said, "It's because of good weather and German victories that we're selling more beer." Good weather during the World Cup has made soccer fans especially thirsty.
It's no surprise that beer is the preferred thirst quencher of soccer fans. "We definitely expect our sales to double during the World Cup," predicted Georg Schaefer, manager of a private brewery. Slightly less optimistic, individual retailers in Cologne expect sales increases of 20 percent,.
With 19,000 hectoliters (501,927 gallons), the Veltins Brewery set an output record June 23 and June 19. In May, the Krombacher Brewery had the best month in the history of the company with 600,000 hectoliters (15.85 million gallons). Bitburger also reached June 23 a record with 29,000 hectoliters (766,000 gallons).
On the first World Cup weekend alone, pub owners in Dortmund had to re-order 850 kegs of beer at 50 liters (13.2 gallons) each from the Dortmunder-Actien Brewery.
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