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?
Some people in India believe alcohol should be more difficult to purchase. Last month, the state of Bihar halted all alcohol sales as its chief minister made good on an election promise. ...
Greetings from Zurich. Here as a guest of Heineken's Amstel brand, I'm due to sit down later today with the group's senior global director for international brands, Walter Drenth....
Drinks companies spend a lot of money on trying to predict trends. At last night's Worshipful Company of Distillers City debate, any strategists in the audience got a bit of forecasting for free....
I'll admit to being partial to an Aperol Spritz now and again, more usually in the summer months, sitting outside, shades on, slowly turning more golden/rusty....
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