Summer hit by a ‘beery' cold snap
STUBBY slab sales soared over the festive season, qualifying a long-held suspicion that Aussies love to crack a cold one while enjoying the summer heat.
The proof is on paper, particularly in Emerald, as local bottleshop retailers reported the introduction of new products contributed to the impressive 15% jump in sales.
Star Hotel proprietor Andrew Ludlow said while the jump was just an estimate, the biggest seller was the Queensland-brewed Great Northern beer, followed closely by the appropriately named, Summer from XXXX.
"This has pretty much been the busiest Christmas period for years," Mr Ludlow said.
"The difference between this and previous years is that there are new products on the market."
Mr Ludlow said the warm, dry weather had also contributed to the number of locals putting a slab on ice.
Carlton United Brewers launched the summer's top seller, Great Northern, in 2010 with its brew specifically designed to suit the Sunshine State's open-air lifestyle, according to general manager Cameron Levick.
He said Queenslanders were expected to collectively drink their way through more than 32 million litres of beer during the silly season.
"This time of year is synonymous with sun, socialising, and a swell in spending," he said.
"What's more, the weather has finally picked up so people are entertaining outdoors, which has a direct impact on beer sales.
"As every Queenslander knows, beer and the great outdoors go hand in hand."