European beer sales down 9 per cent during the Covid year

A report by sector association The Brewers of Europe shows that beer sales in Europe were severely hit by the coronavirus pandemic. However, increased retail sales were able to soften the blow.

Hospitality dropped by 42 per cent

Due to the Covid restrictions, the on-trade sale of European beer (within the hospitality business, at events, etc.) fell by 42 per cent. It dropped from 126 million hectolitres in 2019 to 73 million hectolitres last year. However, an 8 per cent increase in retail sales (+20 million hectolitres) partially offset the decline. On a net basis, European brewers sold 34 million hectolitres of beer less than in 2019, a decrease of 9 per cent.

The interest group expects the European economy to recover as of this summer, at least if the vaccination campaign goes well and there is a gradual easing of Covid restrictions. “However, the situation remains very delicate as in many European countries the borders remain closed to tourists.

Any recovery will undoubtedly be uneven, gradual and staggered,” the report said. Beer sales in the on-trade are expected to pick up but will, in any case, remain below 2019 levels.