COVID-19: The lost summer

The coronavirus outbreak is crushing those in the business of summer. For many, this could be it.

A little bit of summer’s what the whole year is about. John Mayer got that right. 

For many many a business, summer is the rainmaker of seasons. The season of hope and revival, of sundresses and shorts, mangoes, gelato, beaches and hill stations, the taste of chilled beer, the long-overdue vacations and the promise of romance. During those few months between March and early July, the sun shines on everything from travel companies to beverage brands (alcoholic or otherwise) to air conditioner manufacturers. By a conservative estimate, summer or the preparation for summer makes up for at least 40% of the overall annual revenue for such companies. 

The summer of 2020 is different.

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