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Lousy summer weather costing beer producers
TheCopenhagenPost
July 30th, 2015
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This article is more than 9 years old.
Cool temperatures frosting ale sales
Too cold for a cold one? (Photo: Asiabasia)
It’s probably not a surprise, but people drink less beer when the summer features more rain and drizzle than sunshine. And Summer 2015, at least so far, has not been “beer weather”, according to two major beer producers.
“It is hitting us, no doubt about it,” Aage Svenningsen, the head of Thisted Bryghus, told DR Nyheder. “When it’s cold outside, beer just doesn’t seem that exciting.”
According to Svenningsen, sales are down 10 percent. And Hancock Bryggerierne in Skive has reported a similar fall in summer consumption.
“We are brewing less,” its chief executive Peter Strange Nielsen told DR.
Santa no help
According to Nielsen, people drink less at fairs and festivals when the weather is grey, and the good Christmas season his brewery enjoyed will not make up for the summer losses.
“The buffer we built up is well spent,” he said.
However, Svenningsen is still hoping for a late summer turnaround.
“A good late summer could help, but it won’t make up for what we lost over the summer,” he said.
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