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The Economic Times

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Extreme heat could change the mix for European drinks makers

Europe's scorching heatwaves are challenging the notion that hot weather always boosts alcohol sales. Research indicates that extreme temperatures, beyond 32C, can deter drinkers, leading to decreased consumption. Health authorities advise against alcohol during heat, citing dehydration risks. While some seek indoor, air-conditioned venues, others find the heat a reason to indulge, creating a mixed outlook for the beverage industry amidst a warming climate.

3 Jul 2026 11:42 am