The CEO of Feldschlösschen, the largest Swiss beer brand, has admitted that the terrible weather seen across the country since the beginning of the year has dampened their sales. However, Switzerland progressing in the European Football Championships could be just the tonic they need.

Bad weather hurting Swiss beer sales

Speaking to Blick, Feldschlösschen CEO Thomas Amstutz said that “it is a fact that nice, warm weather encourages people to want a fresh beer”, but admitted that there “were definitely too few of these moments in the first half of the year.” Indeed, the spring and early summer months across the alpine nation have been continuously wet, meaning cold ones relaxing by the lake or in parks have remained on ice.

Amstutz predicted that the company “will feel the negative weather effect from the spring months all year round.” However, while the weather in Switzerland may not give breweries any reason to be cheerful, there is one surefire way to boost sales: the Euros.

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“A good football match also requires a good beer…We are happy about the emotions that football matches bring,” the CEO noted. Indeed, this football-related boost is felt across the continent - the British Beer and Pub Association estimates that 12 million pints are drunk in bars during every England match, along with 13 million cans at home.

Amstutz noted that the brewery is providing libations to around 100 public viewings in Switzerland, “From Kreuzlingen to Geneva, from Brig to Basel.” While the “effect of a European Championship should not be overestimated…We're happy about every goal that we can toast to.” 

With the early spring and summer being a non-starter, Blick estimated that Feldschlösschen and all other breweries will be hoping for Switzerland to make a deep cut in the tournament. The Nati is set to play Italy in Berlin on June 29, and if they survive that ordeal they will face their next opponent  - if this writer had to predict it… England - in Düsseldorf on July 6.

When it comes to how Switzerland will fair in the knockouts, Amstutz is nothing if not confident: "Switzerland will reach the semi-finals. A positive mindset is crucial!"