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Cyprus Mail3 Jul 2026

Europe heatwave challenges assumption that hot weather boosts alcohol sales

Europe heatwave challenges assumption that hot weather boosts alcohol sales

Extreme heat in Europe is testing the assumption that hot summers mean a boost in sales of alcohol, with studies showing drinkers less inclined to reach for a chilled beer or Aperol Spritz when it gets too hot.

Alcohol sales on average rise with temperature up to just over 32 degrees Celsius, after which the positive effect becomes smaller, researchers from the University of California, ETH Zurich and North Carolina State University found....

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