just-drinks.com editor's weekly highlights
In This Issue...
I’m pretty sure you don’t need me to tell you what kicked off on Friday and, whether you love or hate football, with your professional head on, I’m sure you can recognise the almost bottom-less potential the World Cup has to offer to your company.
The timing couldn’t be better. Here in the UK and across much of Western Europe the sun has finally come out and there are suggestions that (s)he’s here to stay for a while.
The age-old tradition of using beer to drive footfall in supermarkets is also back. One report last week from the UK said that beer sales were up 65% on last year as England fans prepared for the team’s first game on Saturday. Beer as a loss-leader is old hat, but when the price in the UK of one can as part of a multi-pack can cost as little as 40p during the tournament, the fear must surely be that brands are being cheapened.
Still on the brewing front, the World Cup throws up some interesting clashes. As the Official Beer of the World Cup, Budweiser has pouring rights in all 12 stadiums in Germany, but late last year buckled to public pressure and will now allow German beer Bitburger to be available at three of every ten taps.
The ongoing global struggle between Budweiser and Budvar takes footballing form today (12 June), meanwhile, when the USA play the Czech Republic. I’ve a great idea - why don’t the two sides agree that the result shall decide they’re legal wranglings once and for all?
Until next time...
Olly Wehring, Managing Editor
While governments in Latvia, Estonia and Lithuania have acted in response to high levels of alcohol consumption and binge-drinking, Euromonitor International observes that growth in the premium lager market is also helping to change consumption patterns across the region.
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