How does the tendency to consume only on the terrace affect the beer sector?
The coronavirus pandemic has generatedmultiple changes in the beer and hospitality sector, in how we relate to beer. Among them, it has displaced consumption outside the premises. If the client was previously distributed between interior and terrace, now the new circumstances invite him to enjoy his beer sheltered under an awning or an umbrella. Even air conditioning is not a sufficient argument.
This directly impacts the turnover of bars and restaurants. Even those with a good terrace will be better able to cope with the new normality. On the other hand, the premises that can only offer a couple of tables or that do not have a terrace license, these businesses are going to lose a lot of turnover; all the more so with all the sprouts that arise and that every day further undermine the trust of customers. These establishments have had toe reconvert to subsist with a look at electronic commerce and external consumption.
Some of these bars specialized in craft beer have chosen to join the sale of growlers. That is to say,, packaging tap beer for the customer to consume for the next few days at home or wherever you want. It is a phenomenon similar to that of fresh milk or other products that require immediate consumption. The growler sale has already started operating during confinement. In fact, some businesses accepted orders via WhatsApp both to collect and to deliver at home.o.
In parallel, quite a few bars have chosen to assume -as a complement- the role of store.They have increased their offer of cans and bottles to take away. Some bars have bought refrigerators where you can see two prices: one for consumption on site and another lower for those who choose to fill their pantry. As in the case of growlers,, bars have opened online sales channels and home delivery available to customers.
On the part of producers and distributors, many have opted for direct sales to the final consumer. The coronavirus has promoted the creation of e-commerce integrated in the web of the different brands. Although the majority of the links in the chain have chosen to assume the role of store,one wonders how this unexpected competition has affected stores and distributors that previously specialized in beer. Several have closed or are in serious financial trouble.
In Spainthere is no clear law that prevents companies from skipping links in the chain that goes from the manufacturer to the final consumer. This has been the salvation for some businesses and the reason for closure for others, such as the saying "food for today, hunger for tomorrow". We will see how the hospitality industry adapts to the new normality, and if this experience leads to regulating the value chain.r.