Lionesses lift trading despite early kick offs

Over England’s four Women’s World Cup knock-out matches, average drinks return on sales (RoS) was 25% ahead of the average for that given day of the week, according to data from CGA Strategy.

Large alcoholic drink (LAD) sales were up 34%, thanks to beer’s association with football and soft drink sales were up 25%, as a result of the early games and children watching during summer holidays.

There were also solid uplifts for spirits, up 14%, and wine, up 4%, categories perhaps due to celebrations after England’s victories in three of the four knock-out matches.

World Cup trading peaked on Wednesday 16 August, when England beat Australia 3-1 in the semi-final.

Drinks sales soared 48% ahead of the average Wednesday with 57% and 53% hikes for soft drinks and the LAD category respectively.

England’s defeat in the World Cup Final against Spain on Sunday 20 August dampened post-match sales, but nevertheless there was a 33% increase against the average Sunday.

Earlier-than-usual alcohol sales helped here, with LAD RoS up by 46% and soft drinks by 33%.

Paul Bolton, CGA by NIQ client director, GB Drinks, said: “Men’s football World Cups always boost sales in pubs and bars, and it’s great to see that the women’s tournament now has the same effect.

“It’s impressive to see how operators overcame the challenge of early kick-offs to sustain sales, making matchdays very positive for soft drinks brands in particular. While the World Cup ended in disappointment for fans, it bodes well for On Premise trading during future big tournaments.”