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
A couple of months ago, US-based Saltwater Brewery developed 'edible six-pack rings' in an effort to curb threats to wildlife....
Last month, SPI Group unveiled its latest advert for Stolichnaya in the US. Its an amusing little number that caries the instruction: Drink what you want. The “I am man” ad looks to distance Millennia...
Who do you work for? I ask, merely to draw your attention to just-drinks’ company pages....
This weekend sees yet another “International Day” for a drinks category. Lucky us. Anyway, ahead of Sunday’s International Cachaça Day, here’s a wealth of information on Brazil’s national spirit, cour...
- Diageo's Q4/FY 2016 results - Preview
- Diageo's FY performance by region - Focus
- Wine consumption and its health effects
- Can craft breweries compete in lager arena?
- Time to take stock of Constellation's Corona
- Diageo sets sights on alcohol-alternative trends
- SABMiller puts brakes on A-B InBev integration
- Diageo names new TR head as Doug Bagley exits
- AB InBev seeks single buyer for European beers
- Brexit "not a big deal" for Scotch - Diageo CEO
- Global RTD insights - market forecasts, product innovation and consumer trends
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global travel retail insights - market forecasts, product innovation and consumer trends