Pubs in England saw a rise in demand for pints of more than four times than usual (334%) during England’s final match against Spain on Sunday, according to new figures.
The figures were compiled by hospitality technology company Access Hospitality, part of The Access Group, based on data from more than 1,200 venues in England using its pub till software.
Across the entire European Championship tournament, the hospitality industry in England saw more than double the normal demand for pints — a spike of 124%.
According to the British Beer and Pub Association, there are more than 20,000 pubs in the UK. Access Hospitality says that, based on its data, the industry has seen a benefit of more than £77 million in the last month due to the Three Lions’ performance in the tournament. That equates to some 23 million pints.
The data follows new research by DesignMyNight, which found that more than £1 million worth of tickets were sold for the tournament in the last five days before the final.
DesignMyNight notes that 40% of all Euros tickets were sold after the Three Lions won the semi-finals on 10th July, highlighting the boost to the industry off the back of England’s progression in the tournament.
“Despite losing to Spain in the last five minutes of the final game in Berlin, England’s performance in the Euros 2024 captivated the nation, and provided a huge boost to pubs and entertainment venues across the country,” said Martin Verdon-Roe, general manager, hospitality, at The Access Group.
“There’s nowhere better to rejoice a goal hitting the net than watching it inside a pub, or outside in a beer garden during summer.
“The Euros has been a golden opportunity for venues to attract more customers, especially on traditionally quieter nights of the week like Tuesdays. As our data shows, they’ve more than risen to the occasion.”
