A combination of the Euro 2024 football tournament and Father’s Day has led to an 18% surge in beer sales, CGA by NIQ’s Daily Drinks Tracker shows.
The big upswing — based on average sales in managed venues in the seven days to 22nd June —helped to lift total drinks sales 9% above the same week in 2023. It marks a very welcome turnaround for operators and suppliers after four consecutive weeks of negative year-on-year numbers.
Sales on England’s two Euro matchdays rocketed as consumers flocked to pubs and bars to watch with friends and family. Sunday brought both England’s first game against Serbia and Father’s Day, lifting sales 43% above the same day in 2023. The second game, against Denmark on Thursday, generated an even sharper uplift of 53%.
Trading was quieter elsewhere in the week, and faced tough comparatives with hot weather in June 2023. Sales were negative on all five other days, with Friday and Saturday down by 9% and 5% respectively. Scotland’s game against Switzerland helped to stem losses to 2% on Wednesday.
Cider was the second best performing category of the week after beer, with sales up 7%, while wine continued a good run with a 6% rise. Spirits achieved only 0.3% growth, though this is the category’s best week since early May. Soft drinks sales were down 4%.
“After a tough month for the on-premise, Euro 2024 is giving drinks sales a much-needed shot in the arm,” said Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland.
“It’s no surprise to find that beer benefits most from the football, and venues and suppliers will be hoping England can progress deep into the tournament and deliver several more bumper days.
“However, with many consumers watching at home, operators need to emphasise the special atmosphere of pubs and bars if they are to lure people off their sofas for the knock-out stages.”
