It appears that the end of the world is upon us... Germany is running out of beer and I believe that is one of the 7 signs of the apocalypse, if my memory of Revelations is correct.
BEER WE GO
Germans fear weii going to drink them dry
By Jeremy Armstrong
ENGLAND's massive army of World Cup fans is drinking Germany dry, it emerged yesterday. Breweries warned beer could run out before the final because of huge demand from our supporters.
In Nuremberg, organisers revealed 70,000 England fans who flooded the city drank 1.2MILLION pints of beer - an average of 17 pints each. Astonished bar keeper Herrmann Murr said: "Never have I seen so many drink so much in such little time."
His bar at a fans' tent in the city ran out after they drained all 32 of his 50-litre (11 gallon) barrels. Herr Murr calculated Britons were shifting beer at a staggering rate of 200 pints per minute.
City official Peter Murrmann said: "The English proved themselves world champs. They practically drank us dry." In Cologne, where England drew with Sweden, bottles and barrels of the local Koelsch beer ran out because so many English took them to campsites and parties. Stuttgart bar chiefs said an extra 900,000 pints were sunk last weekend where 60,000 fans partied before and after our 1-0 win over Ecuador.
The Veltins brewery also revealed it has produced a record 418,000 gallons in a bid to keep up with demand. A spokesman said: "It is incredible how much is being drunk but the hardest thing for the breweries is keeping up with the thirst of the English."
In Dortmund, where most fans for England's Gelsenkirchen clash against Portugal on Saturday are staying, the giant DAB brewery is bracing itself by ferrying in extra supplies to boost production.
Now, I've blogged on the beer situation for this year's World Cup in Germany, specifically how Anheuser-Busch made a huge blunder when they didn't predict resistance from European soccer fans to their standard Budweiser brew. They should have taken this global event as an opportunity to introduce a new brand, one that is more tailored to the European palate which could grab a significant market share from all of the local breweries which dominate their particular regions.
I wonder if this huge consumption from the English fans is translating into increased beer sales for AB? It seem unlikely given this report from the worldcupblog. However, inquiring beer drinkers want to know and I suggest that I get on a plane straight-away and check it out myself... anyone care to join me?
ARC: St Wendeler