Brewers and retailers are confident they can avoid a repeat of last summer’s beer shortages as Euro 2004 gets underway.
The tournament coincides with another hot summer and supermarkets are expecting bumper lager sales as consumers take advantage of discounts to stockpile for barbecues and parties.
Last year’s heatwave saw some retailers running out of major brands as demand hit a record high. Carlsberg-Tetley shipped in extra supplies from Copenhagen and at one point was forced to suspend supplies of cans and bottles.
Coors Brewers said demand in the last three weeks was up around 30% on last year.
Off-trade sales director, Kevin Brownsey, said he was confident of meeting demand. “We have a capable and flexible packaging line which is second to none in meeting last-minute demands.
“We don’t envisage any problems with supply at all this year and are looking forward to significant volume growth.”
Brownsey also said extreme discounting at a time of peak demand did not make commercial sense and would eventually devalue the sector.
A spokeswoman for Carlsberg UK said it was experiencing huge demand from customers stockpiling ahead of Euro 2004, and had enjoyed a record May Bank Holiday.
She said: “We are shipping stock into all trading channels and taking steps to meet demand by working with customers.”
Tesco has launched Operation Three Lions to supply stores at short notice during the tournament. It has ordered five million extra cases of beer, using its experience of the England Rugby World Cup and weather forecasts to decide orders.
A spokesman said: “We are confident our logistics will deliver to keep people in beer.”
Claire Hu
The tournament coincides with another hot summer and supermarkets are expecting bumper lager sales as consumers take advantage of discounts to stockpile for barbecues and parties.
Last year’s heatwave saw some retailers running out of major brands as demand hit a record high. Carlsberg-Tetley shipped in extra supplies from Copenhagen and at one point was forced to suspend supplies of cans and bottles.
Coors Brewers said demand in the last three weeks was up around 30% on last year.
Off-trade sales director, Kevin Brownsey, said he was confident of meeting demand. “We have a capable and flexible packaging line which is second to none in meeting last-minute demands.
“We don’t envisage any problems with supply at all this year and are looking forward to significant volume growth.”
Brownsey also said extreme discounting at a time of peak demand did not make commercial sense and would eventually devalue the sector.
A spokeswoman for Carlsberg UK said it was experiencing huge demand from customers stockpiling ahead of Euro 2004, and had enjoyed a record May Bank Holiday.
She said: “We are shipping stock into all trading channels and taking steps to meet demand by working with customers.”
Tesco has launched Operation Three Lions to supply stores at short notice during the tournament. It has ordered five million extra cases of beer, using its experience of the England Rugby World Cup and weather forecasts to decide orders.
A spokesman said: “We are confident our logistics will deliver to keep people in beer.”
Claire Hu
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