Extreme Heat Changes European Habits: Beer No Longer Summer Hit

Europe's record-breaking heatwaves are challenging the long-held assumption that hot weather automatically boosts alcohol sales. Contrary to expectations, research suggests that extreme temperatures are causing Europeans to rethink their summer drinking habits, with beer sales potentially suffering.

Studies from institutions including the University of California, ETH Zurich, and North Carolina State University reveal that alcohol sales tend to rise with temperature only up to approximately 32 degrees Celsius (90 Fahrenheit). Beyond this point, the positive correlation weakens significantly. This effect varies by region, being less pronounced in areas accustomed to high temperatures, according to a study analyzing U.S. retail alcohol sales data from 2006–2023.

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Generally, warm weather is conducive to consumption. However, there is a limit, beyond which it simply becomes too hot to enjoy.

Marten Lodewijks, president of the research firm IWSR, explained to Reuters that while warm weather generally encourages consumption, there's a limit. "There is a limit, beyond which it simply becomes too hot to enjoy," he stated. As temperatures soar past this comfort threshold, some consumers begin to reduce their alcohol intake.

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There is a fundamental difference between warm weather and extreme heat.

The intense heatwave that began in Europe on June 20 has been historically severe, leading to thousands of excess deaths, straining healthcare systems, disrupting energy production, and damaging infrastructure. Public health officials have advised against alcohol consumption, as it can increase the risk of dehydration and raise body temperature. In Paris, authorities temporarily banned the sale and consumption of alcohol in public spaces.

Kristian Henningsen, public affairs director at Carlsberg, noted a crucial distinction between warm weather and extreme heat. "During extreme heat, people are more likely to stay home rather than go out and drink alcohol," he said. The Danish brewery is adapting by expanding its portfolio to include low-alcohol, non-alcoholic beers, and other non-alcoholic beverages, partly in response to changing climatic conditions. Major beer producers like Anheuser-Busch InBev have previously cited unseasonably cool or rainy summers for weaker financial results, as summer months are typically peak season for light, chilled drinks, especially beer.

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During extreme heat, people are more likely to stay home rather than go out and drink alcohol.