The Euro 2024 final and some long overdue warm weather gave drinks sales a 14% boost in Britain’s pubs, bars, and restaurants last week.
The figure from CGA by NIQ’s Daily Drinks Tracker —for average sales in managed venues in the seven days to Saturday, 20th July, against the equivalent period in 2023 — is the best of the summer so far.
It is also the third week of year-on-year growth in four — proof of a strong Euro 2024 tournament for the on-trade.
The day of the final sent sales soaring by 123% against the same Sunday in July 2024, as millions of consumers headed to pubs and bars to watch with friends and family.
There was something of a hangover in the days after the final, with daily sales down between 7% and 14% from Monday to Wednesday. However, rising temperatures towards the back end of the week drove consumers to beer gardens across Britain, and triggered year-on-year uplifts of 5% and 4% on Thursday and Friday.
Long alcoholic drink brands felt the biggest boost in pubs and bars during Euro 2024, and the final sent sales soaring even higher.
Across the week, beer sales were 20% ahead, while cider — which also benefited from the sunny weather — was up by 40%. Spirits (up 10%) recorded their first double-digit growth in many months, while soft drinks were up 5% and wine down 3%.
“England’s Euro 2024 campaign might have ended in disappointment, but it was a very successful tournament for beer and cider brands and the thousands of pubs and bars screening games,” said Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland.
“A burst of warm weather has helped to build momentum, and the summer holidays should add another injection of sales. Many consumers’ spending remains under pressure, but there is a sense of optimism for many venues and suppliers for the rest of 2024.”
No Revisions (6% ABV) is a new five-hop IPA from Polly’s. A hot-side addition of Azacca brings bitterness to the party before new school juice joins, with a heavy lashing of Citra, followed by gradually cascading additions of Mosaic, Galaxy, and finally Strata make up a dry-hop charge. Expect bright, punchy citrus notes, complimented by passionfruit, tangerines, blueberries, peach, and apricot. A final flourish of dank weed notes round off the beer. Also new from Polly’s this week are Flora Theory, a 5.5% ABV pale ale hopped with Vic Secret, Simcoe, and Mosaic, and Stacked Azacca, a 5.7% ABV Azacca single-hopped pale ale.
Round Corner Brewing’s Layover orange lager (4.6% ABV) is back. The pale, unfiltered lager is gently hopped with Wai-iti, Pacifica, and Motueka. Orange zest is added for an extra citrusy dimension. “The result is a light, mellow, and citrusy thirst-slaking lager with a clean crisp finish,” says the brewer.
