Too hot for beer?

Beer sales actually slip if it is very hot for a long time, say producers

July 28th, 2014 1:06 pm| by admin

There is nothing like a nice cold beer on a hot summer day, right? Not for some, according to those in the business of making the golden brew.

As temperatures increased, beer sales did go up with them, but weeks of temperatures hovering at close to 30 degrees is too much of a good thing for brewers, as continuous hot weather actually causes some drinkers to turn away from beer.

“People switch to soft drinks,” Jørgen Jensen from the Hancock brewery in Skive told DR Nyeder.

Keeping it simple
Others just opt for water.

“We are really busy, and it's great,” said Steen Houmann, sales head at bottler Aqua D'or. The company sold more than 11 million litres of water in July alone and is on track to smash every previous sales record.

“If all goes well, this will be a record year,” said Houmann.                            

Houmann said that sales of Aqua D'or’s carbonated drinks are up 20 percent from last year, as consumers look for a beverage that has some flavour without the calories of soda.

Last year the summer was good for both Hancock and Fur Brewery. Despite the heat, they and other beer producers predict that they will do at least as well this year.


(Photo by iStock)
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