German Beer Sales up in 2014
Beer sales in Germany rose for the first time in eight years in 2014 as warm weather and the World Cup football championships increased Germans' thirst for their national drink, the country's brewers said Monday.
The German beer sector "can look back at a successful year in 2014, when sales exceeded the previous year's figures," the German brewers' federation said in a statement.
"The factors behind the positive result were the stable consumer climate, a relatively short winter and the favorable weather in the spring and early summer, as well as the increased sales from the World Cup," the statement said.
Germany won the World Cup tournament, which was held in Brazil in June and July last year, beating Argentina 1-0 and netting the country's fourth World Cup title.
The brewers' group estimated that average per capital beer consumption amounted to 107 litres in 2014, "which represents a slight increase for the first time in years."
Total consumption reached "around 95 million hectoliters, up from 94.6 million in 2013."
"Overall, German brewers are starting the new year with satisfaction and optimism," said federation president Hans-Georg Eils.
The consumption of non-alcoholic beers also contributed to the overall increase, it added.
"For the first time, consumption of non-alcoholic beers rose above 5.0 million hectoliters," the federation said.
Source: Agence France Presse
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