Blog: Why drinks firms should cheer Spain and Germany
Chris Mercer | 2 July 2010
Football can save consumers from misery
Europe's economy is in danger of sinking into the bog so, for the sake of drinks sales, let's all support Germany and Spain in this weekend's World Cup Quarter Finals.
Reports of Germans partying like maniacs after thumping England at the World Cup last weekend made me feel ill. But, my national pride aside, I bet drinks producers were rubbing their hands.
Beyond the street parties, the dark shadow of bank debt is threatening to block out the sun in Europe. Banks in the eurozone owe hundreds of billions of euros to each other in a horrible dominoe system that stretches from the rot in Athens to Berlin, via Madrid and Paris.
If Europe's economy were a football team, it would be England - sluggish, rotten and reliant on past glory.
FIFA's World Cup is not going to deliver us from this fiscal nightmare-in-waiting, we'll probably have to rely on so-called economic experts for that.
But, there has been growing acceptance down the years that World Cup success really can lift the mood of a nation.
Legend has it that an England victory in the 1990 World Cup (they lost, of course, to Germany) would have prompted an ailing Margaret Thatcher to call a snap election.
While, only this week there have been reports that New Zealand's Government could time its own General Election next year to the fortunes of the All Blacks at the Rugby World Cup.
If a World Cup win means that people are happy enough to vote for you, then they will be happy enough to buy things too. Just for a brief moment, they may forget their own impending doom and order a beer/whisky/Magnum of Champagne. Ok, well, maybe not the Magnum.
So come on (hesitates) Germany, and Spain, let's build some consumer confidence. Vuvuzelas at the ready.
Want to know how to make it to the top of the beverage business? According to Muhtar Kent, it's all about the networking....
A red sticker to a shopper is like a red rag to a bull. And as the masses charge at the deals, UK off licences and supermarkets are finding new and novel ways to entice the herd. ...
To celebrate its 250th anniversary, Cognac brand Hennessy is trumpeting a virtual time capsule, making a parallel between it and a barrel of Cognac....
Rarely do sponsorship deals pay off so quickly. ...
- Focus - Edrington's FY Performance by Brand
- Pernod relies on Indian whiskey to crack Africa
- Where Beer is Brewed Can Leave a Bad Taste
- Analysis - Storm clouds lift over Diageo Towers
- Hail Marie Brizard: But, For How Long?
- Comment - Diageo CFO to North America? Do the Math
- Diageo CFO Mahlan to head up N America
- Diageo sells "non-core" Gleneagles
- Former Bacardi exec takes De Kuyper CEO role
- Diageo lining up Gleneagles sale - report
- Global liqueurs insights - market forecasts, product innovation and consumer trends research
- Edrington Group in Spirits (World)
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review
- The IWSR Company Profile 2014 – Remy Cointreau
- Global Tequila insights - market forecasts, product innovation and consumer trends research