Blog: The Brewers' World Cup
Olly Wehring | 13 June 2006
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, with the sun finally coming out and suggesting that (s)he’s here to stay for a while.
The age-old tradition of using beer as foot-fall creators 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 brewer 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?
Here's a round-up of the big stories on just-drinks last week, featuring AG Barr, Bombay Sapphire, Wines of South Africa and Pabst Brewing Co....
It seems there's not much in the world that can make people smile these days. Luckily, we're part of an industry that has just been scientifically proven to do just that. ...
Despite accounting for just a small percentage of overall sales, craft beer is making an impression on the US....
Here's a round-up of the big stories on just-drinks last week, featuring SABMiller, Orangina Schweppes, PepsiCo and Scottish devolution....
- No Home Comfort for TWE as Bids Collapse
- Treasury Wine Estates: Here I Go Again On My Own
- Coca-Cola Life US launch fails to ignite
- Bacardi Seeks Own History at Bombay Sapphire Home
- Will low-alcohol wines wither on the vine?
- Diageo's Johnnie Walker hit by Travel Retail slump
- Carlsberg suspends production at Russian brewery
- Anheuser-Busch InBev shuts fourth Russian brewery
- Mallya stays chairman at Diageo's United Spirits
- Treasury Wine Estates pulls plug on takeover talks