563 Extreme heat could change the mix for European drinks makers YouTube

Hot summer weather usually provides a boost for alcohol sales, but recent extreme heat in Europe is prompting a rethink. Alcohol sales on average rise with temperature up to just over 89.6 Fahrenheit, however after the positive effect becomes smaller. Researchers from the University of California, ETH Zurich and North Carolina State University found. President of the drinks market research firm IWSR, Martin Lodwicz says there is an upper temperature limit for consumption. You want to be cool, kind of cool yourself down, but you don't in those instances want the effect of alcohol, which is to sort of elevate body temperature and sort of makes it makes it less pleasant. The paper added the effect varied sharply by geography and is less pronounced in already warm regions. Europe's summer heat wave is the most intense recorded on the continent. It's causing thousands of excess deaths and overwhelming health care 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. Carlsberg told Reuters 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. Top brewers have previously blamed unseasonably cold or wet weather for disappointing earnings during the summer. Bar staff at this JD Wetherspoon in London have been busier than normal. Actually, we don't have a beer garden over here, but we do have an air con. So that was one of the reasons that was pulling the customers in. However, some still stayed away from alcohol. Because it just makes you docile, tired, not with it. You just don't want the afternoon to exist because you just want to sleep. Euromonitor International says heat waves can hurt economies and hit agriculture, increasing production costs. Scientists said Europe's heat wave would have been virtually impossible without human-caused climate change, with Europe warming at a faster rate than any other continent. However, the hot weather is encouragement for some. There's just something about the sunshine makes you want to pour a glass of wine. There is though, isn't there?