Paulaner Brauerei GmbH, the Munich brewery started by monks in 1634, is basking in Germany’s World Cup success as fans cheering the national team’s progression to the July 13 final drive beer sales to a record.
Revenue in June trumped sales generated in the same month in 2006, when Germany hosted the World Cup, Chief Executive Officer Roland Tobias said in a Bloomberg Television interview today. Paulaner sold 9 percent more beer in June compared with eight years ago, the company said, declining to provide exact volumes.
“So far the summer is really, really good for our business and we expect to continue,” Tobias told Bloomberg Television’s Guy Johnson. “If Germany wins, there will be an unbelievable party.”
Germany, which has won soccer’s biggest competition three times, trounced the host nation Brazil 7-1 in yesterday’s semifinal in Belo Horizonte to secure a chance at lifting its first World Cup trophy since 1990. The rout ended a run of 63 competitive matches at home without a defeat for Brazil, going back to 1975. The victory “almost earns the designation historic,” Chancellor Angela Merkel told reporters in Berlin today.
The five-hour time difference between Rio de Janeiro and Munich means that all the games are broadcast in the evening in Germany, which has helped increase sales, Tobias said.
“People go out because they want to have fun and have a party, even those who aren’t football fans,” he said. “That’s easier when the game’s in the evening.”
Last night’s match was the most-discussed single sports game on Twitter Inc.’s social network, with 35.6 million tweets during the 90-minute game, according to the San Francisco-based company. German midfielder Sami Khedira’s strike to make it 5-0 after only 29 minutes also set a record for tweets per minute, at 580,166.
The game also broke broadcasting records to become the most-viewed television event in Germany’s history, according to public broadcaster ZDF. A total of 32.6 million people tuned in for the semifinal for a market share of 87.8 percent, ZDF said on its website.
An estimated additional 10 million people, who aren’t counted in the TV ratings, watched the game online and at public viewing events across the country.
The previous record was also spurred by coach Joachim Loew’s national team. More than 31 million people watched Germany’s 1:0 defeat against Spain in the semifinal of the 2010 World Cup in South Africa.
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