Football brings sales home

Footfall in pubs during England’s recent football matches saw a significant boost, new data has revealed.

A poll conducted by Budweiser Brewing Group of 4,000 UK adults revealed 50% visited a pub to watch at least one football match during England’s opening Euro 2020 matches.

The return of international football also proved a powerful sales driver for the on-trade. The England vs Germany quarter final on 29 June resulted in a 70% growth of beer sales compared to a normal Tuesday, while the final between England and Italy on 11 July saw a staggering 131% uplift in draught sales compared to a regular Sunday.

Unsurprisingly, beer was a standout drink for those watching football at the pub, consumed by over two fifths (41%) of pub goers. Yet there is also a clear shift among consumers towards moderation, with 63% opting for a no- or low-alcohol alternative at least once when watching football at the pub.

As well as these non-alcoholic drinks, the research also revealed significant sales opportunities in an enticing food offer and a premium drinks portfolio.

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