With the football season in Europe now drawing to a close, attention now turns to the latest FIFA World Cup qualifying matches. The countdown to South Africa 2010 has begun, but can the beer industry expect to see a boost from this major sporting event?

Beer market specialists Plato Logic have looked at beer market growth rates going back to 1966, focusing on 7 key markets as well as the host nations during this period. 

Plato Logic considered issues such as geography, time-zones and the success of individual teams. “Perhaps surprisingly the annual beer market growth rates were quite variable, even among host nations”, said Ian Pressnell, Director of Plato Logic.

The possible reasons are explored in a new special report by Plato Logic – and although the annual market growth figures may have been variable, there was nevertheless evidence of short-term peaks that could require careful planning across the whole supply chain, especially at a local level.

Italy stood out as one beer market that appeared more likely to receive a boost in a ‘World Cup year’.

Does beer consumption increase in a “World Cup year”? A special report from Plato Logic Limited, available now price £250 (ex-VAT).

Contact us at sales.plato@platologic.co.uk for further details