With spirits soaring, flags waving proudly, and the sun making occasional appearances, could this be the year England finally clinches the European Championship after coming devastatingly close in 2021?
All of England is on the edge of their seats, filling pubs to the brim and creating an electric atmosphere with pints of beer in every hand.
This has signified a significant upswing in beer consumption, pushing drink sales in pubs and managed venues back above 2023 levels.
According to the latest Daily Drinks Tracker from CGA by NIQ, sales by value in managed venues were up 9% overall in the week leading to Saturday 22nd June, compared to the same period last year.
This increase is largely attributed to an 18% rise in beer sales, spurred by the excitement of the Euros and Father’s Day on 16 June.
James Hennessey, manager of the pub The Sun, said: “We’re seeing people come out not just to watch the games but to enjoy the atmosphere.
“It’s a communal experience. The tournament has brought a lot of energy and excitement, which translates to higher sales for us.”
The CGA by NIQ report highlights that beer has been the star performer.
Cider also saw a 7% increase, while wine continued its positive trend with a 6% rise.
Spirits experienced modest growth at 0.3%, marking their best week since early May, whilst soft drinks sales were down by 4%.
Managing Director for CGA by NIQ in the UK and Ireland Jonathan Jones commented: “After a tough month for the on-premise sector, the Euros are giving drinks sales a much-needed shot in the arm.
“It’s no surprise that beer benefits the most from football. Venues and suppliers will be hoping England progresses deep into the tournament to deliver several more bumper days.”
Research by Takepayments, a digital payment solutions provider, estimates that Brits will consume 604.5 million pints during the 33-day tournament, with spending predicted to reach £2.4 billion.
This influx is a welcome relief for the country’s on-trade venues.
The Euro 2020 finals attracted 31 million TV viewers in the UK, and similar viewership is expected this year, driving even more sales.
The data from CGA by NIQ reflects this, showing that while sales peaked with England’s final group stage game on June 25, there were negative numbers on other days, showing a direct positive impact on the days England play in the Euro’s.
Nonetheless, the overall weekly performance was strong, with a 6% increase in sales for the seven days leading to 29 June, continuing the revival after a weak May and early June.
The Euros has undeniably given a significant boost to beer sales and the hospitality sector. Pubs are enjoying the benefits of increased customers and consumer spending during the tournament.
With England’s final against Spain looming, it’s clear that football fever is good news for pubs.
The Euros 2024 have brought the sunshine back to south west London – both in spirit and in sales. Cheers to that!
