I know what you’re thinking. How can such a heavenly beverage be contributing to the current debt crisis? The answer is simple: people are still drinking beer, but they’re doing it from the comfort of their credit card bought couches. Problem is, 73 percent of jobs associated with the European beer industry are in bars and restaurants. BEEEEEER.

A study, conducted by Ernst & Young and paid for by the Brewers of Europe shows that beer consumption in Europe fell 8 percent from 2008 to 2010, while employment in the beer industry fell by 12 percent, or 260,000 jobs. Compared to a 2 percent decline in employment in Europe as a whole.

Greece has been one of the countries hardest hit by the beer recession. With consumption falling to 36 litres from 41 litres from 2008 to 2010, while employment in the beer industry plunged 15 percent to 59,600 jobs.

Unfortunately, steep increases in the value-added tax imposed on beer by some countries, tougher drunk-driving laws and health concerns are directly responsible for consumption decline.

It’s not all bad news though, with the popularity of micro brewing comes a demand for niche beers with local characteristics, similar to the appeal that wine has.

I speak for all South Africans when I say, “let us help you drink some beer”.

Don’t be surprised if you see ads for week long, European pub-crawls from Groupon soon.

[Source: nytimes]