World Cup matches for England and Wales triggered big uplifts for on-trade drinks sales last week, CGA by NielsenIQ’s research shows.
Average sales by value in the seven days to last Saturday (26th November) were 16% ahead of the same week in 2021 — the biggest year-on-year uplift of 2022 so far. While it is the tenth week of growth in a row, it is the first that has exceeded the current 11% rate of inflation.
The week’s two World Cup matchdays sent sales rocketing — by 81% on Monday, when England and Wales played Iran and the US respectively; and by 41% on Friday, when those oppositions were switched. Other matches in the tournament helped, too, with the remainder of the week in daily year-on-year growth of 2% to 3%.
Pubs and bars were particularly buoyant in Wales, which took part in the World Cup for the first time in more than 60 years. Sales across the week were up by 37% year on year, compared to 15% in England. While Wales are now out, England’s progression to the knockout stages will bring another big upswing today (4th December).
Sales of beer were up by 27% last week, and cider was even further ahead at 35%. Soft drinks and spirits were up 10% and 2%, but the focus on drinking rather than eating kept wine sales down 1%.
“After months of modest increases well below inflation, the World Cup has delivered some very welcome real-terms growth,” said Jonathan Jones, CGA’s managing director, UK and Ireland. “Pubs, bars, and suppliers will be hoping England can now go deep into the tournament and bring a bright end to a difficult year.”
