Breweries: EM balance sheet

Tournament could not dispel consumer concerns

17-Jul-2024

The premium brewers supported sales before the Germany games with a Veltins drive-in. However, the early elimination of the national team led to a stall in national beer demand.

Brauerei C. & A. VELTINS GmbH & Co. KG

For Germany's brewing industry, the European Football Championship has largely fallen short of expectations. According to the C. & A. Veltins brewery, the expected sales boost in June did not materialize - the month of June even fell behind the previous year's sales with a significant drop in sales. "The European Football Championship effect has fizzled out", says Veltins general representative Michael Huber. "A lot of euphoria was obviously talked into the European Championships without this being reflected in the reality of consumers' lives and their joy of celebration. The European Football Championship has not succeeded in pushing the real political and economic issues into the background!" Huber spoke of continuing consumer restraint. The weather also had a negative impact on the fan miles. The Federal Statistical Office provides the exact figures at the end of the month.

Stall in enthusiasm after Germany's preliminary round exit

According to the C. & A. Veltins brewery, the European Football Championship could have been a veritable "plus-bringer" after the experiences of the last decade. Back then, the German brewing industry regularly achieved a verifiable hectoliter bonus of around 700,000 hl after the soccer tournament, which lasted several weeks. "The enthusiasm that had slowly set in after this year's preliminary round matches literally stalled after the German team lost its quarter-final match," says Dr. Volker Kuhl, Managing Director Marketing/Sales at the C. & A. Veltins brewery.

Increase in sales due to team watching at home was very modest

In any case, sales in the stores were limited in the weeks of June. Good European Championship promotions by individual suppliers were rewarded by consumers, but the basic business around barbecues simply fell by the wayside. The pack watching that Germany's brewers had hoped would have a multiplier effect was unfortunately very modest on private terraces. Dr. Volker Kuhl: "The summer fairytale of 2006 was repeated at best in the promotional prices, which the trade had brought back to the level of 18 years ago in the interests of consumers." In the major cities and at the host cities, there was a clear movement of tourists during the preliminary round and quarter-final matches, but the additional sales had at best a local effect in terms of gastronomy.

Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.

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