Reuters reports that Europe’s current heatwave is challenging the usual assumption that hot weather lifts alcohol sales, with analysts and companies warning that extreme temperatures can push consumers indoors, reduce alcohol consumption and raise agricultural and production costs. The article notes research showing alcohol sales rise with temperature only up to just over 32°C, after which the effect weakens, while health authorities have also advised avoiding alcohol during severe heat because of dehydration risks. The implications matter for wine as well as beer and spirits, particularly as more frequent heatwaves affect both consumer behaviour and vineyard agriculture.