Blog: Chris MercerWhy drinks firms should cheer Spain and Germany

Chris Mercer | 2 July 2010

Football can save consumers from misery

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.


BLOG

Make way craft, here come the indie brewers

Could it happen? According to this report, a section of the beer community wants to ditch the word craft. They prefer instead the term “Indie” for brewers they believe follow the enlightened path of t...

BLOG

Kent's dire warning puts Coca-Cola woes in the shade

The global elite were in Switzerland last week for the World Economic Forum in Davos, the annual corporate huddle for the rich and powerful. The CEO of The Coca-Cola Co, Muhtar Kent, was there too, de...

BLOG

PepsiCo wakes up and smells the latte

With The Coca-Cola Co stealing yesterday's limelight with its new united marketing strategy for brand Coke yesterday, a Forbes interview with PepsiCo North America Beverages' new CMO, Seth Kaufman, sl...

BLOG

Coke Life threatens Coca-Cola's united front

It is a bold attempt to regain a measure of control in the ever-spiraling debate about sugar. But will The Coca-Cola Co's new marketing strategy - which for the first time ties all of the Coke family ...

just-drinks homepage



Forgot your password?