European beers are also famous the world over, with not just our products, but our brewing expertise, exported to all four corners of the planet. As President Barroso stated in 2011: “More than ever the brewing landscape across Europe combines deeply rooted multinational companies as well as myriads of small and medium sized companies sometimes at community level. This combination is the key source of dynamism for Europe's economy.” Ernst & Young’s latest snapshot of the EU brewing sector showed that approximately two million jobs in the EU are created by beer, whilst brewers contribute fifty billion euros in taxes to EU governments each year. Brewers furthermore spend one billion euros annually supporting activities in communities across the EU. In the words of the President of the European Council, Herman Van Rompuy, addressing Beer Serves Europe 2010: “Beer is part of our common European heritage and culture. Beer is culture and tradition. But beer is also economy.” However, the brewing sector has been hit hard during the economic crisis, with knock-on effects notably on employment. For every job that we create in our sector, we generate eleven in the hospitality sector. Falling beer consumption and particularly the increasing number of people put off by the costs of going out, have had a major impact on the profits, jobs and taxes generated by beer sold in bars and restaurants. Whilst the declines were biggest in the first two years of the crisis, 2012 is looking like it will remain a very challenging one for Europe’s brewers, particularly with further tax increases planned on beer. What has been shown is that these tax hikes even lead to less government revenues. With taxes pushing prices up in the hospitality sector, where the majority of the jobs and tax revenues are made, in just two years twelve percent of beer-generated jobs and six percent of government tax revenues from beer were lost. In this regard it was heartening to hear President Barroso say to brewers in November that “the Commission greatly values an open dialogue with The Brewers of Europe, and fully recognises their important contribution to the European economy, both as job providers and as important revenue contributors to national budgets.” Of course, not all the challenges in 2012 will be purely economic. With changing expectations on business and diminishing natural resources, Europe’s brewers are also keen to reduce their impact on the environment. Also a clear business case can be made for reducing energy and water usage, with such costs and the price of raw materials increasing, whilst the economic crisis continues to bite. This will thus increasingly be an area where Europe’s brewers strive to do more, and better in 2012. When the EU Strategy to Support Member States in reducing alcohol-related harm was adopted in 2006, an Alcohol and Health Forum was set up to support it. Europe’s brewers over the past five years have come to the fore contributing, often in partnership with governments, civil society and NGOs, over a third of the two hundred voluntary commitments to action made by Forum members. The EU however faces a challenge in 2012 – assessing the impact the EU Strategy has had on reducing alcohol-related harm. Evaluations demonstrate not just a high level of local activity from brewers, but also clear results from some of the activities in terms of targeting and reducing harm. The Brewers of Europe will therefore assist the Commission in demonstrating how these activities have contributed to helping the EU achieve its aims, and how the Forum model is one that should be further encouraged as a means for fostering and sharing effective activities, not just at EU level but also at national level. Undoubtedly, Europe’s 2020 Growth Strategy and the way Europe’s brewers contribute to its success, are key to confronting the challenges in 2012 and beyond. This blueprint for growth and recovery offers an opportunity to further align the European brewing sector’s ambitions with the EU’s, creating smart economic growth and jobs, responding to consumer expectations and ensuring a sustainable brewing sector. President Barroso himself said in 2011 that he wishes the Commission and brewers to “work in close cooperation so as to face current challenges and find appropriate responses to the crisis which is affecting Europe.” To meet the challenges in 2012 Europe’s brewers will continue to pursue smart growth through innovation in the sector and will foster inclusive growth by boosting employment as the sector recovers from the economic crisis, including in vulnerable communities which often depend on the local brewery as the primary employer. Brewers will pursue these issues whilst also continuing to meet the growing expectations of policymakers and citizens. The Brewers of Europe’s strong wish is that the beer sector can help to re-establish confidence in European business in 2012. Beer serves Europe and The Brewers of Europe is convinced that Europe can serve beer.

Pierre-Olivier Bergeron 

After the first two quarters the demand for beer in Poland was by 7.6% higher than in the respective period of 2010. In the first quarter of 2011 sales rose by 2.2% compared to the first quarter of 2010, whereas the second quarter brought a sales increase by as much as 11.6%. We cannot however forget that the spring of 2010, marked with the aircraft crash in Smoleńsk and the dramatic floods in Poland, was one of the worst periods for the industry, bringing a sales’ decrease of roughly 15% in May 2010. So the spring demand increase has rather been the market’s reaction to last year’s situation. Cold and rainy summer months of 2011 were in turn much worse for the industry than the previous year – the demand for beer was lower by 6.1% compared to the previous year. However, from January to August sales of beer in Poland rose by 3.2%. On the whole year, one can expect an increase by roughly 2% compared to 2010. From Europe’s perspective: The report entitled “The Contribution Made by Beer to European Economy”, published by The Brewers of Europe and Ernst & Young summarizes the shape of the Polish and European brewing industry in 2010. As the report shows, with its 36.6 million of hectoliters and the consumption of 91 liters per capita, the Polish brewing industry constitutes the third biggest producer in Europe after Germany and Spain. In Poland, the brewing sector generated a value added of 2.02 billion of Euros and contributed to the state’s budget by 2.4 billion Euros in taxes. Besides, as the report’s authors suggest, apart from the 15 thousand jobs for persons directly employed in the breweries, the brewing sector generates on average roughly 75 thousand jobs in sectors delivering and servicing the breweries, and if one accounted for jobs in gastronomy and hotels, it gives altogether 157 thousand of workplaces. As the report shows, the European brewing sector did not have it easy either the last year 2010 – beer production amounted for 382.6 million of hectoliters and was by 1% lower than a year before, whereas consumption decreased by 4% and amounted for 342.6 million hectoliters. In the Union, the sector employed over 2 million people, which gives roughly 1% of all jobs available in the Community. At the same time, the sector reached the value added of roughly 50 billion Euro and generated 5.6 billion in taxes. Not only the market: Last year the brewing industry was involved not only in market issues. One of the most important events was undoubtedly the seminar “Civic education – Alcohol and Society”, which was organized by the Union of the Brewing Industry Employers and The Brewers of Europe. The topic of the Seminar attracted experts in various fields, but it focused on working out realistic and effective ways to prevent negative effects of irresponsible alcohol consumption as well as the role, which can be played in these activities by all organizations willing to participate in shaping the culture of responsible alcohol consumption. The brewing industry raises the necessity to create a broad social forum, which would become a real forum for discussion, opinion exchange as well as elaboration of realistic solutions for problems related to irresponsible consumption of alcohol. The forum should be open to all institutions, organizations or circles willing to solve this problem – such as public administration, non-governmental organizations, think tanks or scientific centers. The will to establish a Polish Alcohol and Society Forum was announced at the above mentioned Seminar on the 28th November. All presentations made at the conference, as well as pictures and speeches of experts are available on the web page www.browary-polskie.pl under Alcohol and Society as well as in the Seminar’s profile on Facebook.

More: http://www.beerserveseurope.eu/2011/www/index.php

“These fiscal consolidation measures, they are unavoidable,” Barroso said shortly after meeting with Italy’s new Prime Minister Mario Monti. “As leaders of the business community I’m sure you understand that. It would be unthinkable for your companies to do what some governments have been doing.” But Barroso, speaking to some 300 top beer executives, policymakers and the media, also said the EU had “systemic problems” and must promote growth by making the single market more flexible, and “to ensure that regulation doesn’t overburden business.” “I would like to commend the efforts of your sector to introduce self-regulation to promote responsible beer advertising across Europe” Barroso said. “Initiatives like this and pro-active involvement of industry representations are an excellent example of industry working with regulators to make legislation truly smart.” Europe’s brewers support some 2 million jobs and contribute €50 billion in taxes but face tough challenges as the economy risks another recession. Danuta Hübner, a leading Polish MEP and former European Commissioner for Regional Policy, said that Europe’s brewers “are active in Europe’s regions in all 27 Member States, for decades supporting programs promoting responsible drinking as well as backing thousands of local events that are part of Europe’s social fabric and regional identities.” Alberto Da Ponte, The Brewers of Europe President said, “The brewing sector is emerging from a difficult period but we have embraced the Europe 2020 strategy. With the right support from policymakers, our sector can play a key role in Europe’s economic recovery and future growth.” A panel session invited brewers and policymakers to discuss the challenges the sector faces. SABMiller’s Europe CEO Alan Clark said, “The brewing sector has weathered the storm so far, but policymakers must be aware of the impact that further economic downturn combined with dramatically increasing taxes on beer may have.” According to an independent report published in May this year, across Europe the 3,500 brewers, large and small, spend €1 billion annually supporting over 8,000 community and regional events and activities, including in the areas of the arts, culture, innovation and science, as well as sport. The gala included a presentation of the ´Faces of Brewing´ photo contest winner and a networking gourmet dinner prepared by Eurotoques, representing 4,000 chefs across Europe. The reception also featured beers from Poland in honour of the country’s rotating EU presidency.

following:Brewers of Europe 

The brewing industry raises the necessity to create a wide social forum, which would become a real forum for discussion, opinion exchange and working out of real solutions to problems linked to irresponsible alcohol consumption. Such a forum should be opened for all institutions, organisations or environments, which want to participate in finding solutions to this problem – such a public administration, non-governmental organisations, think tanks or scientific centres.

Great examples of such bodies were presented on Monday by among others the CEO of The Brewers of Europe, Pierre-Olivier Bergeron as well as representatives of Spanish and Portuguese brewers’ organisations, where such ways of wide cooperation between producers, public administration, non-governmental organisations and the scientific world have been working well for many years. Portugal is a great example, where the local Beer Producers’ Organisation is one of the co-authors of the National Plan of Counterfighting Alcohol-related Problems, which is a forum working not only in the field of advertisement’s self-regulation, elimination of driving after drinking or protection of minors, but also creates patterns of responsible consumption. Participants of the Plan are also public administration and regional governments, especially services established for alcohol prevention, civic organisations, as well as hospitals, medical establishments dealing with assistance to persons with an alcohol problem. The Portuguese National Plan works also in frames of the European Health and Alcohol Forum.

Jacobo Olalla Marañon, the General Manager of the Cerveceros de España in turn presented during the Polish seminar a model of action called „National Agreement Against Consumption of Minors” – a forum created by the local Ministry of Health, Cerveceros de España as well as 50 other organisations such as groups of parents, producers of other alcohol beverages and publishing houses, involved in educational, preventive and self-regulating activities, as well as in gathering knowledge and experience. Participants of the Agreement underline that such preventive and educational actions give better results than bans and restrictions not endorsed by educational elements. The seminar „Civic Education – Alcohol and Society” was meant to be the first attempts to bring together communities, which should be involved in this field.

 

In the seminar, apart from representatives of brewing organisations from various countries participated also representatives of organisations from wine industry and vodka producers, representatives of Police, the Ministry of Interior, PARPA, specialists in marketing, advertisement and social research, as well as scientists and experts dealing with medical and social and psychological aspects of alcohol in the society. Besides, in the seminar participated also representatives of communes active in this year’s action of the Union of the Brewing Industry Employers – Polish Breweries, Police and the Ministry of Justice entitled „Appearances can be deceptive – ID is not”. The most frequent argument of discussion during the seminar was the question of whether to „forbid or educate”, which was raised by the discussion’s participants.

 

James Bartlett from a British think tank Demos presented research, which shows that family relations, interest shown by parents, care and openness to discussion with children constitute a fundamental factor deciding about the children’s attitude towards alcohol in the future. ”We carry out studies on a selected group of children, whom we accompany with our studies from their birth until their adult age, thanks to which we can follow changes in their attitudes. Our studies show unambiguously that the way in which parents talk with their children – not only about alcohol, how much time, commitment and care is dedicated to children decides about whether and when a young person will reach out for alcohol, but also how he/she will use it – responsibly or in a risky way.” - said Bartlett.

 

The educational element in family, a personal example coming from parents, but also an open discussion on alcohol were also noticed by dr. Dominika Maison. „Norms of reacting to alcohol in families are different and as studies, which I conducted show that in homes where strong bans are in place, teenagers demonstrate a greater eagerness to overcome limits of alcohol consumption while partying. Children, who have tried alcohol for the first time in front of their parents usually drink in a less risky manner. In such a situation the child should be informed about potential consequences of drinking. However, the moment when a teenager comes back home drunk is not the right one to talk about it. Another problem is the social acceptance for alcohol purchasing among minors. Often not only the shop assistant doesn’t see any evil in selling alcohol to minors, but also witnesses of such situations, persons standing in the queue do not react to attempts of purchasing alcohol by persons not in the position to do so. Young persons themselves do not feel that purchasing alcohol they are doing something wrong indeed.”

A psychologist, professor Jerzy Mellibruda, underlined that restrictions and education must go together and should not be treated as a mutually excluding alternative. “Forbide or educate – this is not a real dilema. Various activities are needed, both education and bans. Nobody doubts about the fact that a ban on selling alcohol to minors should be maintained. Of course, the key role in shaping attitudes of young people vis-à-vis alcohol is played by education. Adults should build solid and close relations with children and have a constructive impact on them, however the relations should change together with the child’s evolution. This is one of the biggest challenges, but at the same time we can notice evolution in the ways children are brought up in Poland. Parenthood is ever more often treated as a set of competences and this is a very good approach.”

Jan Wróbel, the director of the non public high school „Bednarska” underlined that as an educator he appreciates the role of the „social agreement” constituting in creating an unambiguous principle “zero alcohol at school”. „One should think in a realistic way – young people’s habits are born because … young people have their habits. The adult world doesn’t have much to say in that respect. We know that young people strive for tasting also things which are forbiddden, that they notice the fact that alcohol also plays a „social” role. It doesn’t mean however that it should be accepted everywhere and at all times. We have to build a certain paradigm of conduct. In our school the „rules of the game” have been established together, but they are tough: they concern school activities, but also trips, bals etc. etc. The school is a place where we have a certain role to play, we don’t act in a completely natural way. On alcohol there is a rule, which says that the weak ones should be protected. Forbiding our students to drink alcohol (and also our teachers!) we protect those, for whom alcohol could be harmful or even dangerous. By the way practice has shown that most often the “alcohol boobs” concern rather milksops than “professionals”. Of course we don’t insist on that being a universal way of conduct and we don’t insist that there is no one at the school who thinks such an attitude is exaggerated – but I am convinced that out students, who in the future will be themselves educators, scouts’ supervisors, parents, will reach out for our experience in working with young people. In case of alcohol we usually deal with a series of monologues from educators or parents instead of a discussion. Speaking to a teenager about alcohol doesn’t mean a discussion. It is difficult to fight someone’s lifestyle if you are yourself out of a certain group of people. The emphasis should be put on education – this emphasis doesn’t however diminish the role of bans.” More materials, presentations, photos and audiovisual clips are available on facebook and on the fanpage of the Seminar Edukacja Obywatelska – Alkohol a Społeczeństwo. http://www.facebook.com/#!/pages/Edukacja-Obywatelska-Alkohol-a-Spo%C5%82ecze%C5%84stwo/191703594245004

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