Breweries disappointed with beer sales during the Euros

(Patria) - A large German brewery yesterday reported disappointing figures for the beer industry in June during the UEFA European Championship, with an expected increase in consumption that did not materialize.

Veltins representative Michael Huber said that the "European Championship's performance for breweries has failed", as rainy weather and a change in drinking habits diminished sales, despite Germany hosting the tournament.

The brewery stated that German consumers consumed an estimated eight million hectoliters of beer in June, which is less than in the same month of 2023. One hectoliter is 100 liters.

German breweries sell about one-sixth of their beer to the catering sector, with the lion's share of business coming from retail.

However, according to Veltins, consumers in supermarkets and liquor stores have been restrained this year.

The comparison with the "summer fairy tale" of 2006, when Germany hosted the World Cup, is sobering - beer sales in June of that year were reportedly around 11 million hectoliters.

During this year's tournament, fans watched more matches alone at home, instead of gathering in large numbers and drinking more.

"It's different from inviting neighbors for a barbecue and having a beer," said Huber.

For the calculation of the figures, Veltins used data from a logistics company in which it has partial ownership, as well as other market estimates.

The brewery, based in the western German state of Saarland, yesterday presented figures showing that it sold 4% more beer in the first half of 2024 than in the same period last year, with a total production of about 1.7 million hectoliters.

Nevertheless, the business - with 721 employees - recorded a loss in June. Its main German competitors include Oetker's subsidiary Radeberger, as well as Oettinger, Bitburger, and Warsteiner.