13 June, 2007

Germany: Survey shows beer consumption rose for the first time in 12 years in 2006

Beer consumption in Germany rose for the first time in 12 years in 2006, when the country hosted the soccer World Cup, but brewers are pessimistic about future sales, according to a survey by accounting firm KPMG, Reuters reported June 11.

Residents in Germany drank 116 liters of beer each on average in 2006, one liter more than in 2005, the survey of 231 breweries in the country showed.

But despite Germany's reputation as a nation of beer-lovers, brewers do not expect the World Cup to have a long-lasting effect on sales.

"Ninety percent assume that in the coming five years they will decline or remain stagnant," KPMG said in a press release.

The survey found that mixed-beer drinks and specialty beverages were growing in popularity, with breweries estimating that sales of drinks mixed with beer will increase by 6 percent in the next five years.

Wheat beer and alcohol-free beer sales are expected to rise 3 percent. Sales of pils are expected to decline 4 percent, the breweries estimated.

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