Euros and Father’s Day boost beer sales
Spirits achieved only 0.3% growth, though this is the category’s best week since early May while soft drinks sales were down 4%
Beer sales in managed venues rose 18% in the week ended 22 June as a result of the combination of the European Championship and Father’s Day.
The upswing helped cause a 9% increase in total drinks sales compared with the same period last year, according to data from CGA.
This marks a turnaround for the sector following four consecutive weeks of decline.
Sales on the two England match days skyrocketed with venues seeing a 43% increase on Sunday 16 June for England v Serbia and a 53% increase on Thursday 20 June for the Denmark fixture.
Trading was quieter elsewhere in the week, and faced tough comparatives with hot weather in June 2023.
Sales were negative on all five other days, with 21 and 22 June down by 9% and 5% respectively.
Scotland’s game against Switzerland helped to stem losses to 2% on Wednesday 19 June.
Cider was the second best performing category of the week after beer, with sales up 7%, while wine continued a good run with a 6% rise.
Spirits achieved only 0.3% growth, though this is the category’s best week since early May while soft drinks sales were down 4%.
Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland, said: “After a tough month for the On Premise, Euro 2024 is giving drinks sales a much-needed shot in the arm. It’s no surprise to find that beer benefits most from football, and venues and suppliers will be hoping England can progress deep into the tournament and deliver several more bumper days.
“However, with many consumers watching at home, operators need to emphasise the special atmosphere of pubs and bars if they are to lure people off their sofas for the knock-out stages.”
