Beers and JOPs: games without pressure?

A century. Paris had to wait 100 years before organizing the Olympic Games again. The leading sporting event is far from only involving sporting considerations, the economic stakes being considerable. And for good reason, the Paris Tourist Office estimates the number of visitors expected for the Olympic Games (from July 26 to August 11, 2024) at 11.3 million, including 1.7 million foreign tourists. And 3.9 million those expected for the Paralympic Games (from August 28 to September 8, 2024), including 390,000 foreigners.

In addition, expected spending in Île-de-France, excluding ticketing, for the Olympic and Paralympic Games (JOP) is estimated at 2.6 billion euros, including 1.97 for the Olympic Games alone. The JOP, associated with the summer season synonymous with sun and mild temperatures, can theoretically only be favorable to the French beer market, which has already been experiencing new vitality for several years with a strong increase in the number of brewers and , always more important, tasters.

“By having historic activity in the month of June which is extremely strong, the Euro football which also begins in June, and the Olympics in July, we have asked our members to clearly anticipate their needs”, indicates Camille Delettrez, marketing and communications director of the drinks distributor C10. Without forgetting the Tour de France which takes place from June 26 to July 21… Indeed, the summer season corresponds to a time of year that is particularly conducive to beer consumption. “We know that major sporting events associated with mild weather, that is to say sunny with heat but not too much either, significantly boost the volume of drinks sold, particularly beer”she explains in fact.

The Euro football tournament, organized by UEFA in Germany from June 14 to July 14, ahead of the Olympic Games, appears to be an event of particular importance for beer. “We already had the experience, a few years ago, that if we did not have a time difference, the movements in the bars are then extremely important, which benefits beer consumption”, adds Camille Delettrez. The continental football competition appears to be an event more linked to beer consumption than the JOPs.

It can nevertheless serve as a launching pad for this latest competition. “If France wins the Euro, there can be a sporting dynamic, and additional enthusiasm can be created around the Olympics”estimates Jean-Michel Lafond, CHR sales director for the Alsatian company Brasserie Licorne, who does not hide the uncertainty surrounding the impact of the JOP on beer consumption in France: “We have no perspective on this Olympic clientele: are they going to drink beer? However, more people lead to more beer drinkers. It is very complicated to estimate the potential of beers sold. »

The brewery located in Saverne, in Bas-Rhin, is able to increase its production by 10 to 15% over a short period. The ability to adapt is therefore not a problem, like other French brewers. For example, the La Parisienne brewery, located in Pantin (Seine-Saint-Denis), invested around €300,000 in its production, the vat room and stainless steel barrels to go from 9,000 to 12,000 hl. “We have been trying to build up stock since March to prepare for the Olympics”also indicates Jean-Barthélémy Chancel, the CEO.

A highlight of styles

Could the massive influx of foreign tourists therefore reshuffle the cards between the different types of beers consumed? Nothing is less sure. “We have foreigners who come every year in the summer, that’s not why the diversity of our products changes”, believes Jean-Michel Lafond, of Brasserie Licorne. In the same idea, “I don’t know if tourists will look for something different or focus on existing offerings”says Thomas Deck, co-founder of Deck & Donohue, a brewery located in Bonneuil-sur-Marne (Val-de-Marne).

The sticking point may also be at the level of the offer, which turns out to be more or less broad depending on the type of establishment. “If you go to traditional breweries, there will potentially be three beers: a pilsner, a premium and maybe an abbey beer. This can limit consumer choice. There are also establishments that have focused on an extremely wide variety of beers, which can strengthen lesser-known and more widely consumed references abroad such as stouts or sours. This can in fact open doors to volumes for certain types of beers which remain very confidential in France”then analyzes Camille Delettrez, from C10, who does not fail to specify: “But I don’t know if it will be sustainable. »

Furthermore, French brewers can make the event an opportunity to launch innovations or, at least, to accentuate communication on their already existing references. “We will highlight our product innovations such as the Wingman [lancée au printemps 2024, NDLR]a session IPA with tropical fruits and citrus which will be more widely distributed during the JOP, or the Black Heart [lancée en France en octobre 2023, NDLR]our first stout »reveals Anne-Laure Charrier, director of France, Switzerland and Eastern Europe at Brewdog.

For its part, Brasserie Licorne “will highlight somewhat summery products, two innovations: Slash Citrus and Unicorn Neipa, two summer recipes, fresh, with 4-5% vol., therefore with little alcohol, and which correspond entirely to the period “, indicates Jean-Michel Lafond. In addition, BapBap will promote its many new products: a tropical IPA, a sour, then two references which will be launched for the start of the Olympics. “The goal is to show our know-how and to have something for everyone. We will push our best references, such as the Faubourg lager, the Guinguette IPA and the white one. But also Bang Bang, because there is really a growing demand for non-alcoholic beers”develops Roméo Heurlin, communications manager for BapBap, brewer in the 11th arrondissement of the capital.

Alcohol-free JOPs

Alcohol-free could indeed benefit greatly from the JOPs, while the Nolow segment continues to develop in the French landscape, and particularly in CHR, with an ever-increasing offering.

As proof, Brasseries Kronenbourg have concluded two partnership contracts with the Paris 2024 Olympic Games, through their non-alcoholic beer brand Tourtel Twist. An association which logically implies an increased presence during the competition. “We are developing Tourtel Twist on tap in order to be present in competition and hospitality venues through our alcohol-free offer. We will also offer 1664 Blonde 0.0% in pressure printing. Finally, we are talking about 50 to 60 competition sites in total, which represent around 1,000 prints”explains Inès Touzelet, Tourtel Twist product manager at Brasseries Kronenbourg.

A partnership which is also part of a more global strategy towards professionals: “In CHR, we are expecting an increase in volume, because Tourtel Twist is not yet very present in this network. This partnership will allow us to get started. We then hope to continue in this direction with our customers with whom we will be listed this summer. » The contract concluded between the JOP and the brewing giant takes on its full meaning, according to Camille Delettrez, of C10: “There is, in my opinion, potential for this type of product, especially if it is extremely hot. Then, we must not forget that there will potentially be a much larger and family audience. » Now it’s up to the athletes to manage the pressure!