GERMANY: Football and sunshine lifts beer consumption – figures

17 January 2007 | Source: just-drinks.com editorial team

The football World Cup helped Germany buck the trend of sliding beer consumption last year, according to recent figures.

The German Brewers Association said yesterday (16 January) that 2006 was the first time in six years that beer consumption did not fall. Per capita beer consumption last year hit 117.8 litres, a 2% increase on 2005.

The association credited the rise to the unseasonably hot weather in June and July and the arrival of the month-long football tournament, which coincided with the arrival of the sun in the country.