Dhe head of gross sales at the Erdinger Weißbräu brewery thinks beer is way too low cost. Towards the background of exploding power prices, beer needs to be way more costly, mentioned Josef Westermeier the information portal “t-online” (Thursday). “Theoretically, a crate of wheat beer may price three to 4 euros extra. Precisely when is open.” It depends upon the commerce whether or not prospects will finally should dig deeper into their pockets.
The costs for beer have risen lower than for different merchandise in current years. “Sneakers, vehicles and so forth are way more costly lately. Solely groceries and beer price virtually the similar, they’re far too low cost,” mentioned Westermeier. “If retailers and prospects do not perceive that beer is price one thing, there will probably be a radical change in the trade. In the finish, many beer manufacturers is not going to survive.”
Brewing makes use of a lot of power. The elevated prices are “merciless, they’ve tripled”. In the event of a gas crisis as a consequence of the battle in Ukraine, the household enterprise must weigh up what it may and could not produce. “Draft beer could be the least in danger, it’s the least power intensive. To place it bluntly: We want a wheat beer triage, a prioritization of the gross sales channels.” So a determination must be made as to which buyer would nonetheless get how a lot beer – the most loyal prospects would have precedence right here.
