Heat above 30C drives beer sales lower in Vorarlberg

High temperatures are reducing beer consumption in Vorarlberg, despite increased demand for drinks overall, ORF Vorarlberg reported after speaking to breweries in the region on International Beer Day.

People are drinking more during the current heatwave, but beer sales are declining overall, according to the major breweries in the region. Thomas Pachole, managing director of Mohren Brewery in Dornbirn, said temperatures above 30 degrees Celsius were “harmful to beer” sales.

“Water increases and beer remains slightly in decline because it is simply too warm,” Pachole told ORF.

Frastanzer and Fohrenburger breweries also reported the trend. The only brewery selling more beer during the hot weather is in Egg, where managing director Lukas Dorner said consumption had risen by 15 percent. Pachole attributed the increase to the small local market in the Bregenzerwald, where minor changes can have a noticeable effect.

Mineral water consumption is currently rising, but annual sales of non-alcoholic drinks such as soft drinks and water are falling. Pachole said consumers may be drinking more tap water and are generally spending more cautiously. He said no beverage category in Austria recorded growth last year, with some seeing double-digit declines.

Demand for alcohol-free beer continues to grow, but not enough to offset losses from conventional beer. Alcohol-free beer accounts for 4 to 5 percent of the Austrian market, Pachole said, and is a suitable alternative in hot weather because it contains little or no alcohol.

The breweries said they were satisfied with business so far this year, but the final results will not be known until the end of the year.