Denmark’s beer sales in January fell by 15.5% year-on-year, according to figures recently posted. Sales of pilsner beer fell by 13.9% in January, while sales of beer with 5.5% alcohol content dropped by 18.5% year-on-year. Beer with 7% alcohol content saw sales drop by 30.9%.

The fall occurred in spite of the lowering of tax on alcohol in October last year by almost 40%. Denmark lowered the tax on alcohol by around 40% on 1 October last year in an attempt to stop the loss of revenue caused by Danes heading to Germany to buy cheaper liquor. Danish brewers remain hopeful, however, that the warm summer and next month’s Euro 2004 football tournament in Portugal should boost sales.

31 May, 2004