Whether blonde, white or brunette, she is increasingly popular.
She was even entitled to her world day this Friday, August 6.
Particularly in France, beer is enjoying growing interest.
From 30 liters per year per capita in 2014, consumption climbed to 33 liters six years later, according to figures from the Brasseurs de France association.
A craze that benefits craft beer which has grown widely in France in a decade.
Produced by brewers who have received the title of master craftsman by the chamber of trades, it represents 7 to 8% of the market in 2020 and there are now around 2,000 craft breweries spread across the country.
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Faced with industrial heavyweights, craft beer has managed to impose itself in the daily life of the French, explains Maxime Sostilhes, general delegate of Brasseurs de France, a union which brings together 350 members.
"Most consume craft beer from time to time, especially on vacation or when they invite friends, to have fun," he
analyzes.
However, industrial beer retains an undeniable advantage, a more affordable price.
But for the union, the rise in the consumption of craft beer does not necessarily create competition.
“These are two complementary sectors.
Depending on the time and your budget, you will consume more of one or more of the other ”
, he adds. All the more so as French production, which has grown from 19 million hectares per year to 22 million in just five years, is unable to meet strong demand, requiring it to be imported from Belgium and the Netherlands.
Despite a strong enthusiasm, the sector has not escaped the consequences of the health crisis.
Like all alcoholic beverages, beer experienced a sharp drop in consumption in 2020, particularly due to the closure of bars, restaurants and event activity.
The turnover of brewers has thus fallen by around 40%.
While the sales of the biggest Heineken producers, AB InBev (Budweiser, Stella Artois, Corona) or Diageo (Guinness), recovered in the first half - the turnover of the industry leader, AB In Bev, increased by 27 , 6% over the first half of the year -, Maxime Sostilhes is worried about the prospects for its members, 98% of SMEs.
Low temperatures weigh on consumption
The low temperatures experienced by France in recent weeks have indeed tarnished the hopes of a successful summer season.
“May and June were exceptional in terms of sales, but July was very complicated. Beer is often consumed to quench thirst when the weather is hot, which is not the case at the moment. We are therefore waiting for the month of August. We are also worried about the consequences of the entry into force of the sanitary pass, especially on the terrace, ”
points out the general delegate of Brasseurs de France. From Monday, the health pass will be extended to cafes, bars and restaurants and will have to be checked inside establishments but also in their outdoor spaces.
Read also: The terraces will not escape the control of the sanitary pass
Maxime Sostilhes remains confident, however.
“It's a market that is only growing structurally and the brewery has worked a lot on issues of simplicity and product transparency
,
” he
says.
What to hope to make foam the French this summer.