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Beer sales fizzle with health-conscious Germans
The Associated Press
Date: Tuesday Jan. 29, 2008 12:11 PM ET
BERLIN Germany and beer go together like Porsches and the autobahn, but health-conscious residents are eschewing the country's traditional beverage in favour of juices and bottled water, sending suds sales slipping.
According to a government report released Tuesday, the amount of beer sold in Germany fell by 2.7 per cent in 2007 to 10.4 billion litres, a drop of 290 million litres from 2006.
The Federal Statistics Office said the drop in beer sales came as the demand for beer mixed with fruit juices, soft drinks and other nonalcoholic beverages rose 18.1 per cent from 2006 to 2007, with some 420 million litres quaffed by thirsty buyers.
The German Brewers Association blamed a rainy summer for the decline, noting that foul weather dampens the mood for lifting a stein on a warm summer evening.
But the group, which represents the country's brewers from one end of the country to the other, also said the decrease was the result of shifting tastes, literally.
Spokesman Marc-Oliver Huhnholz said Germans lost the title of biggest per capita beer drinkers to the Czechs a few years ago, but they still drink more than the Irish, who closely follow on position three.
"Another reason is the change of demographics in Germany," said Huhnholz. "Our regular customers are getting older and don't drink as much anymore, and generally Germans prefer milder tastes today, and are more health conscious -- they drink less alcohol than they used to."
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