That sinking feeling
How much worse can it get for German brewers? After two decades of volume decline and profit haemorrhage, the rest of the world is finally taking note of their plight. In January 2014 the New Yorker magazine ran an article headlined “German beer’s existential crisis”. A year previously, some graduates from the University of Pennsylvania had penned a piece “Is the end of the German beer industry near?” Both analyses may be a bit exaggerated. But as far as anyone can see over here, there is no light at the end of the tunnel either.
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