Six Nations stats show strong sales surge
The first weekend of the Guinness Six Nations has boosted sales for pubs and bars.
New data has revealed that the opening weekend of the 2026 Guinness Six Nations delivered a significant uplift for the UK’s on-trade, with pubs and bars benefiting from increased footfall, longer dwell times and strong drinks sales.
According to the findings from The Oxford Partnership, across Thursday 5 and Saturday 7 February, rate of sale rose by 6.6% compared with the previous weekend, while sales were up 0.9% year-on-year versus the equivalent fixtures in 2025.
In total, 11.4m pints of draught beer and cider were sold, with the average pub serving 349 pints over the two days, generating an estimated £1,805 in income per venue.
Welsh supporters drove the highest uplift, contributing an average of 86 extra pints per pub. Stout was the standout category, growing by 7.4% compared with last year, significantly outperforming the overall market.
World lager continued to dominate market share, with consumers increasingly favouring premium international brands over craft, core and standard premium lagers.
Voting with their feet
The data also highlights positive shifts in consumer behaviour, with footfall rising by 4% compared with 2025, outpacing volume growth and indicating stronger engagement in venues.
With the tournament beginning on a Thursday for the first time, trading proved particularly strong on that day, with visits up 7.2%, reflecting both fixture scheduling and growing appetite for midweek sports occasions.
While the shift of the opening fixture from Friday in 2025 to Thursday in 2026 partly explains the stronger performance, the results point to sustained consumer enthusiasm for live sport in pubs and bars.
“Week one of the Six Nations once again underlines the vital role that major sporting events play in driving footfall, dwell time and revenue for pubs," says Alison Jordan, CEO of The Oxford Partnership. "Selling over 11m pints in just two days shows the continued power of live sport to bring people together in venues. What’s particularly encouraging is that this growth isn’t just about volume, as customers are staying longer, spending more time in pubs, and increasingly choosing premium and world lager brands."
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