Too hot for a cold one: How European heatwave is impacting alcohol consumption?

How has the European heatwave impacted European alcohol consumption (Image source: Reuters)

The European heatwave is testing the assumption that hot summers means a proportionate rise in alcohol sales. Studies show drinkers less inclined to reach for a chilled beer or a cocktail when temperatures get too high.Alcohol sales on average rise with temperature up to just over 32 degrees Celsius, after which the positive effect becomes smaller, researchers from the University of California, ETH Zurich and North Carolina State University found. The effect varied by geography and was less pronounced in already warm regions, according to the March research paper.“Generally warm weather is good for consumption. But there is also an upper limit, beyond which it’s just uncomfortably hot,” said Marten Lodewijks, president of drinks market research firm IWSR, adding this reverses the trend for some drinkers.

Heatwave forces shift in drinking habits

Europe’s summer heatwave, which began on June 20, was the most intense recorded on the continent, causing thousands of excess deaths, overwhelming healthcare systems, disrupting power generation and damaging infrastructure. European health authorities said people should avoid alcohol, which increases dehydration and body heat. Its consumption and sales in stores were briefly banned in Paris.“There is an important difference between warm weather and extreme heat,” said Carlsberg’s global director of public affairs Kristian Henningsen, adding that extreme heat can push people to stay inside rather than go out for a drink. The Danish brewer is focused on offering drinkers more choices, such as low- and no-alcohol beers or soft drinks, partly to adapt to such changes.

Mixed effects for the drinks trade

Spiros Malandrakis, global insights manager for alcoholic drinks at Euromonitor International, said more extreme heat could have mixed effects for those in the drinks trade. As well as pushing some to drink less, heatwaves can hurt economies and spending power and hit agriculture, increasing alcohol production costs.He also predicted some people will drink more in a world that “feels like it’s literally on fire.”The EU’s Copernicus Climate Change Service said heatwaves will become more frequent and intense, while scientists said Europe’s heatwave would have been virtually impossible without human-caused climate change, which is warming it at a faster rate than any other continent.

Paris imposes ban on public drinking

Paris imposed a temporary ban on drinking alcohol in public to reduce pressure on hospitals after a four-fold rise in cardiac arrests in a 24-hour period, with police patrolling the banks of the Seine to enforce it.Health experts say alcohol is dangerous in a heatwave. It is a diuretic that causes dehydration, and combined with heat, it puts immense strain on the heart.People sweat more in hot weather, causing a drop in blood volume, while blood vessels near the skin widen to help the blood lose heat. Alcohol magnifies this effect, causing blood vessels to widen even further, driving a drop in blood pressure. If the heart cannot match the demand, people can feel dizzy and collapse.Despite the risks, for some the heat is still the perfect excuse for a drink. “There’s just something about the sunshine that makes you want to pour a glass of wine,” said Teresa Angell, a 57-year-old working in billing support in London.