Blog: World Cup heist is small beer
James Wilmore | 18 July 2014
Beer consumption in Germany - already pretty impressive - will undoubtedly have enjoyed a spike following celebrations over the nation's FIFA World Cup win.
But some unidentified thieves appear to have done their best to cash in on the situation. In the lead-up to the tournament's climax, around 300,000 litres - ten truckloads - of beer were stolen in the Rhineland, the Wall Street Journal reported.
However, as the WSJ notes: "By German consumption standards... ten truckloads of beer is little more than a drop in the barrel. According to statistics from the German Brewers' Federation, it would take Germans drinking at their 2013 pace approximately 18 minutes and 22 seconds to consume 300,000 litres of beer."
So, even if some celebrating fans were supping 'hooky' brews, it won't have taken long for the evidence to be lost.
Police may have to say 'auf wiedersehen' to this particular case.
Sectors: Beer & cider
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
Stone Brewing Co has released a "limited", seasonal variant of its year-round Stone Smoked Porter....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Molson Coors' UK division has overhauled the packaging for its Carling British Cider less than two years after the brand was launched....
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Focus - Remy Cointreau's H1 Performance by Brand
- Moët Hennessy unveils first Travel Retail outlet
- Diageo puts Beckham centre stage in Haig Club ad
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- TWE unveils Penfolds range after CEO's "bold move"