A Million Beers Await Drinkers at Europe's Bars
2020-06-10
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1As bars across Europe slowly reopen, as many as one million free or pre-paid beers are waiting to welcome back the public.
2Large and small beer companies have made it possible for people to buy drinks in advance to support shuttered bars.
3In some cases, the reward is some free beer when the doors reopen.
4Anheuser-Busch launched its first voucher campaign in Belgium and has since sold over 200,000 beers.
5It also started a similar voucher campaign in 20 other markets across Europe and from Brazil to Hong Kong, raising over $6 million for bars and restaurants.
6The number of drinks Heineken has sold through its many voucher campaigns is at 270,000.
7Now that bars are reopening, consumers have had their first chance to bring in their vouchers.
8Two friends, Arendse Rohland and Thomas Hoffner Lovgren, were among those to get free beers after bars reopened in Denmark on May 18.
9Through its campaign, Danish beer company Carlsberg offered free beers in a bar to consumers who bought bottles or cans from stores.
10The idea was to bring drinkers back with free drinks and hope they would then buy more.
11Hoffner Lovgren and Rohland both seemed willing to do so.
12"I rarely only drink one beer," Roland said after collecting a free drink at a bar in a town outside Copenhagen.
13Drinkers elsewhere are now in line.
14On Tuesday, France became the latest nation to reopen bars and restaurants.
15The Netherlands did so the day before. Ireland, Belgium and Britain are expected to follow this month and next.
16Julian Marsili is with Carlsberg. He said its campaign would continue into the summer.
17Marsili said since there will not be much travel outside Denmark for a while, the company is encouraging people to explore bars throughout Denmark.
18The campaigns have helped, but not corrected some losses.
19In Britain, the British Beer and Pub Association (BBPA) said pubs could have recorded their best April in ten years, selling 745 million glasses of beer because of unusually warm and sunny weather.
20Beer sales in stores have risen, but well below the rate of other alcohols, like wine and liquor, and not enough to fix the loss of in-person drinking.
21That information comes from Nielsen, a marketing research company.
22Reopened bars and restaurants will clearly not operate as they did before the coronavirus measures.
23There will be limited time at the bar, less table service, shorter hours and measures to lessen contact between workers and consumers and to keep consumers apart.
24Emma McClarkin is chief executive for BBPA.
25She said social distancing rules make a big difference.
26Two metres, currently used in Britain, might permit only one-third of Britain's 47,000 pubs to reopen.
27But a one-meter rule, considered safe by the World Health Organization, would permit 75 percent to operate, she said.
28Beer companies have also been helping with some of the new materials needed for health safety, learning from China, where restaurants and bars reopened from March.
29Jan Craps is chief executive of Budweiser Brewing Company.
30She said Anheiser-Busch's Asian operation had sent "welcome kits" to smaller bars to help them separate groups of consumers.
31The kits included things like plastic separators, hand cleaner, facial coverings and advice to 50,000 bars and restaurants across China.
32Craps said the kits were being reproduced in many other countries, such as the Americas where the company has its largest markets.
33A study of British pub-goers found 93 percent were willing to revisit their local bar and over a third plan to visit within a week of reopening.
34Most also wanted to stay two meters away from strangers.
35Business will not return as before.
36Belgian cafe and restaurant owners expect on average 45 percent fewer visitors as a result of social distancing measures and public concerns.
37I'm Alice Bryant.
1As bars across Europe slowly reopen, as many as one million free or pre-paid beers are waiting to welcome back the public. 2Large and small beer companies have made it possible for people to buy drinks in advance to support shuttered bars. In some cases, the reward is some free beer when the doors reopen. 3Anheuser-Busch launched its first voucher campaign in Belgium and has since sold over 200,000 beers. It also started a similar voucher campaign in 20 other markets across Europe and from Brazil to Hong Kong, raising over $6 million for bars and restaurants. 4The number of drinks Heineken has sold through its many voucher campaigns is at 270,000. 5Now that bars are reopening, consumers have had their first chance to bring in their vouchers. 6Two friends, Arendse Rohland and Thomas Hoffner Lovgren, were among those to get free beers after bars reopened in Denmark on May 18. 7Through its campaign, Danish beer company Carlsberg offered free beers in a bar to consumers who bought bottles or cans from stores. The idea was to bring drinkers back with free drinks and hope they would then buy more. Hoffner Lovgren and Rohland both seemed willing to do so. 8"I rarely only drink one beer," Roland said after collecting a free drink at a bar in a town outside Copenhagen. 9Drinkers elsewhere are now in line. On Tuesday, France became the latest nation to reopen bars and restaurants. The Netherlands did so the day before. Ireland, Belgium and Britain are expected to follow this month and next. 10Julian Marsili is with Carlsberg. He said its campaign would continue into the summer. 11Marsili said since there will not be much travel outside Denmark for a while, the company is encouraging people to explore bars throughout Denmark. 12The campaigns have helped, but not corrected some losses. In Britain, the British Beer and Pub Association (BBPA) said pubs could have recorded their best April in ten years, selling 745 million glasses of beer because of unusually warm and sunny weather. 13Beer sales in stores have risen, but well below the rate of other alcohols, like wine and liquor, and not enough to fix the loss of in-person drinking. That information comes from Nielsen, a marketing research company. 14Will they come? 15Reopened bars and restaurants will clearly not operate as they did before the coronavirus measures. There will be limited time at the bar, less table service, shorter hours and measures to lessen contact between workers and consumers and to keep consumers apart. 16Emma McClarkin is chief executive for BBPA. 17She said social distancing rules make a big difference. Two metres, currently used in Britain, might permit only one-third of Britain's 47,000 pubs to reopen. But a one-meter rule, considered safe by the World Health Organization, would permit 75 percent to operate, she said. 18Beer companies have also been helping with some of the new materials needed for health safety, learning from China, where restaurants and bars reopened from March. 19Jan Craps is chief executive of Budweiser Brewing Company. 20She said Anheiser-Busch's Asian operation had sent "welcome kits" to smaller bars to help them separate groups of consumers. The kits included things like plastic separators, hand cleaner, facial coverings and advice to 50,000 bars and restaurants across China. 21Craps said the kits were being reproduced in many other countries, such as the Americas where the company has its largest markets. 22A study of British pub-goers found 93 percent were willing to revisit their local bar and over a third plan to visit within a week of reopening. Most also wanted to stay two meters away from strangers. 23Business will not return as before. Belgian cafe and restaurant owners expect on average 45 percent fewer visitors as a result of social distancing measures and public concerns. 24I'm Alice Bryant. 25Reuters news agency reported this story. Alice Bryant adapted it for Learning English. Caty Weaver was the editor. 26________________________________________________________________ 27Words in This Story 28bar - n. a building or room where alcoholic drinks and sometimes food are served 29voucher - n. a document, receipt, stamp or something similar, that gives evidence of purchasing something. 30consumer - n. a person who buys goods and services 31pub - n. a building or room especially in Britain or Ireland where alcoholic drinks and often food are served 32kit - n. a set of tools or supplies that a person uses for a particular purpose or activity