Euros hangover pushes drinks sales down in July

Drinks sales in the UK’s managed venues fell 6% for the week ended 27 July 2024 as consumers tightened their spending following the European Championship, according to CGA.

It found that patchy weather and tough comparatives with July 2023, which included the boost of the Women’s World Cup, were also factors in the decline.

Sales were up by 1% on both 23 and 24 July as temperatures rose in much of Britain, but they were down year-on-year on the other five days of the week.

Trading was down by between 7% and 9% from 25 to 27 July, as cooler and wetter weather kept people away from beer gardens and terraces.

Alongside this, the start of the school holidays saw many people jet off for holidays overseas.

A couple of sunny days helped to lift cider sales 2% above the same week in 2023 while all other major segments were down year-on-year, with spirits the worst affected.

Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland, said: “The Euro 2024 tournament was very much a net positive for the On Premise, and after fans spent freely during games some hangover to sales was to be expected.

“It’s a reminder that money remains tight for many consumers, despite falling inflation and the easing of some household bills. We can be optimistic that spending will loosen as the year goes on, but venues and suppliers are going to need to stay sharply focused on value and quality to sustain sales in what is still a challenging trading environment.”