Unexpected absence of Oktoberfest. How did the German beer industry spend its "difficult year"?

(Fighting against the new crown pneumonia) The accidental absence of the Oktoberfest How did the German beer industry spend the "hardest year"?

　　China News Agency, Berlin, October 8th (Reporter Peng Dawei) The first week of October each year should be the busiest time for the Oktoberfest.

People from all over the world came to the Theresienwiese in Munich to drink beer amidst Bavarian-style music and food.

　　However, this year due to the impact of the new crown epidemic, the Oktoberfest was closed for the first time since the end of World War II.

During the interview, a reporter from China News Agency noticed that behind the empty lawn of the main venue of the Oktoberfest are German beer industry players who are struggling to survive under the epidemic.

　　"As a brewer, the Oktoberfest, whose real name is Oktoberfest, is always the most special time of the year." Joerg Lehmann, Chairman of the German Brewing Association and CEO of the Paulaner Group ) Told reporters that Oktoberfest has become a favorite event of people all over the world. As of 2019, people can taste Bavarian beer at about 100 Oktoberfest events in the United States, Italy, China, France and other places.

As one of the six largest breweries in Munich, Paulaner's beer is exported to more than 70 countries, and one-third of its output is exported.

　　Germany is the largest beer producer in Europe.

Data from the German Brewing Association in June this year showed that Germany produced 9.2 billion liters of beer last year, and its beer market accounted for about one-fifth of the continental European market.

　　Since the beginning of this year, at the peak of the new crown epidemic, Germany has cancelled almost all sports events and various festivals, and restaurants and bars have also been required to close, which has dealt a heavy blow to the German domestic beer market.

According to a September survey by the German Brewing Association, German beer sales in the first half of 2020 have fallen by 16% year-on-year (the same below), while sales have fallen by 19%.

Members of the association predict that sales and sales will fall by 14% and 16% for the entire year.

　　Jorg Lehmann described 2020 as "one of the toughest years in history" for the German beer industry.

Although the wholesale business has been partially restored and the export market is improving, draft beer sales are still at the bottom. "The severe restrictions on the catering industry and the cancellation of tens of thousands of events and festivals have hurt the beer industry."

　　Under the crisis, the German beer industry is also actively seeking change and looking for opportunities.

　　"We are learning how to coexist with the new crown virus." Paulaner Group's general manager in charge of catering and marketing, Andreas Steinfat, said that the beer restaurants under the group have installed plastic baffles and other epidemic prevention Facilities. At present, several "Small Oktoberfests" have been held in Paulaner's beer restaurants all over Germany.

　　At the same time, the German beer industry is also actively targeting China and other markets that have taken the lead out of the epidemic.

Paulaner opened its fifth local beer restaurant in Shanghai, China in April, and a new restaurant in Guangzhou in July.

Jorg Lehmann believes that with the signing of the Geographical Indications Agreement between Europe and China, the geographical indications recognized by the agreement include German Munich beer and Bavarian beer, which will undoubtedly benefit German beer exports to China.

　　At present, as the domestic epidemic in Germany becomes severe again, the two major cities of Berlin and Frankfurt have announced curfew measures, and restaurants and bars cannot be postponed until midnight.

The German Brewing Association has once again called on the government to introduce a more powerful rescue policy to avoid bankruptcy in the industry.

　　Jorg Lehmann said that the prospects for the hotel and catering industry to survive this fall and winter are completely unclear.

He called on the German government to introduce more effective rescue policies and assistance measures to ensure that the troubled catering industry and event hosting industry can tide over the difficulties.

"If we do nothing, then at the latest next spring, we will experience an unprecedented wave of bankruptcy."

　　"We remain optimistic and hope that the Oktoberfest can be celebrated again in 2021." Andreas Steinfat said.

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