The British Beer and Pub Association (BBPA) is calling on the government to allow pubs to serve beer from 10am this Sunday for the Women’s World Cup final.

CGA pub sport

Pubs have the ability to open their doors early but, under current regulations, most are only likely to be able to sell alcoholic beverages from 11am on Sundays.

The BBPA is calling on the government to allow all pubs to provide full service from 10am on this occasion. This would acknowledge the importance of the event to the country, and allow pubs to offer the best experience in supporting customers and communities. 

“Millions of people have been cheering on our amazing Lionesses throughout this tournament at their local pub, enjoying the unrivalled pub atmosphere and communal celebrations,” said Emma McClarkin, chief executive of the BBPA.

“Now, as England enter their first World Cup final since 1966, we need the government to step in and allow the necessary regulatory easement to allow pubs to serve the public from 10am on final day, so fans and communities can come together and cheer the Lionesses to victory at the best place to watch live sport, the pub. Where there’s a will, there has to be a way.” 

Alun Cairns MP, chair of the all-party Parliamentary beer group, added: “Early opening and serving would be a fitting tribute to the Lionesses and a welcome boost to the industry. I have raised the issue with the Home Secretary directly, who is looking in to see what is possible.

“We need to do all we can to support the team, whilst at the same time backing our great British pubs.”