Euros and warm weather see drinks sales soar 14%
The day of the Euro final (14 July) sent sales soaring by 123% against the same Sunday in July 2023, as millions of consumers headed to pubs and bars
Drinks sales increased 14% in Britain’s pubs, bars and restaurants thanks to Euro 2024 final and much improved warm weather, according to CGA.
The figure from CGA by NIQ’s Daily Drinks Tracker — for average sales in managed venues in the seven days to 20 July, against the equivalent period in 2023 — is the “best” of the summer so far.
The day of the Euro final (14 July) sent sales soaring by 123% against the same Sunday in July 2023, as millions of consumers headed to pubs and bars.
The days after the final daily sales dropped between 7% and 14% from Monday to Wednesday (15 to 17 July). 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 (18 and 19 July).
LAD brands have 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 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%.
Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland, said: “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.
“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.”
