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
Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....
No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....
Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....
In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....
- Five ways small brands can beat big players
- Will Coca-Cola Co’s Dunkin’ Donuts move pay off?
- Heineken's Q3 2016 results - Preview
- Interview, Bulldog Gin CEO Anshuman Vohra, Pt II
- Analysts upbeat on Pernod Ricard's US success
- Diageo weathers Thailand alcohol ban
- SWA's David Frost to leave for foreign office role
- Stock Spirits appointments provoke investor unrest
- Seedlip eyes global growth with export deal
- Altria raises Anheuser-Busch InBev holding
- Global gin insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global Wine Market 2016-2020
- Global RTD insights - market forecasts, product innovation and consumer trends