The head of sales of the German brewery Erdinger Weißbräu, Josef Westermeier, thinks beer is far too cheap. He therefore brings into play a “wheat beer triage”, ie prioritization of the sales channels. So it would have to be decided which customer still gets how much beer. “The most loyal customers have priority here,” says Westermeier.
Against the background of exploding energy costs, beer should become much more expensive, Westermeier told news portal “t-online” on Thursday. “Theoretically, a crate (a crate, bill) of white beer could cost three to four euros more. When exactly is it open.” It depends on the trade whether customers end up having to dig deeper into their pockets.
“In the end, many beer brands will not survive”
Prices for beer have risen less in recent years than for other products. “Shoes, cars and so on are much more expensive these days. Only groceries and beer cost almost the same, they are far too cheap,” said Westermeier. “If retailers and customers don’t understand that beer is worth something, there will be a radical upheaval in the industry. Ultimately, many beer brands will not survive.”
“Brewing takes a lot of energy”
Brewing takes a lot of energy. The increased costs are “cruel, they have tripled”. In a gas crisis as a result of the war in Ukraine, the family business would have to consider what it can and cannot produce.
“Draught beer would have the least risk, it is the least energy-intensive. To put it bluntly: we need a ‘white beer triage’, a prioritization of the sales channels.” So it would have to be decided which customer still gets how much beer – the most loyal customers would get priority here.
Source: Krone
I’m Wayne Wickman, a professional journalist and author for Today Times Live. My specialty is covering global news and current events, offering readers a unique perspective on the world’s most pressing issues. I’m passionate about storytelling and helping people stay informed on the goings-on of our planet.
