Blog: Olly WehringThe 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?

Seriously?


BLOG

I've got the brains, you've got the water. Let's make lots of money

Do you have a water source in your garden? By which, I mean a spring, rather than an outside tap....

BLOG

The just-drinks Weekly Round-Up

Here's a round-up of the top stories on just-drinks last week, featuring PepsiCo and Coca-Cola Co, Castel, Molson Coors and the cachaca sector....

BLOG

The real stars behind supermarkets' Scotch success

There was a big focus on supermarkets and their Scotch offerings this week when a couple of own-brand malts scooped top awards at the International Wines and Spirits Competition (IWSC)....

BLOG

San Francisco's 21st Amendment breaks ground on new site - video

You can't seem to move at the moment for news of US craft brewers expanding....

just-drinks homepage



Forgot your password?