Europe's scorching heatwaves are challenging the notion that hot weather always boosts alcohol sales. Research indicates that extreme temperatures, beyond 32°C, can deter drinkers, leading to decreased consumption. Health authorities advise against alcohol during heat, citing dehydration risks. While some seek indoor, air-conditioned venues, others find the heat a reason to indulge, creating a mixed outlook for the beverage industry amidst a warming climate.

Europe's scorching heatwaves are challenging the notion that hot weather always boosts alcohol sales. Research indicates that extreme temperatures, beyond 32°C, can deter…

The European heatwave is testing the assumption that hot summers means a proportionate rise in alcohol sales. Studies show drinkers less inclined to reach for a chilled beer or a…