Lionesses' win delivers 40% pub sales surge
As fans packed out venues, Star Pubs saw a dramatic increase in sales
England’s UEFA Women’s EURO 2025 victory over Spain didn’t just thrill fans, it surged pub sales.
Star Pubs, the HEINEKEN UK-owned group, reported a near 40% spike in sales as punters piled in to watch the Lionesses clinch glory in a nerve-jangling penalty shootout.
The spike in trade demonstrates the vital role pubs play in celebrating sports wins.
Lawson Mountstevens, managing director of Star Pubs, said: "The final was nail-biting right to the last shot and the atmosphere in our pubs across the country reflected every heart-stopping moment. We saw sales jump by nearly 40% during the match, a clear sign that when it comes to big national moments like this, the pub is still the natural place where people come together to support their home team.
“It’s more than just watching the game - it’s about sharing the highs, the nerves, the passion and the joy of victory. Our licensees went above and beyond to create welcoming spaces where communities could come together and be part of the national celebration.”
While trade boomed, the celebration was mixed with a familiar industry frustration. Emma McClarkin, CEO of the British Beer and Pub Association, took the chance to highlight the disparity in beer tax, pointing out that UK drinkers were paying ten times more duty than their Spanish counterparts.
This latest sales surge puts the Lionesses on par with the men's game in terms of pulling power for the pub trade, reinforcing their growing impact on both the pitch and the pint.
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