Off-trade booze bargains cut into pub Cup profits

Licensees and pub companies this week raised a glass to a successful and largely trouble-free World Cup despite England's sad exit from the competition following defeat by Portugal last Saturday.

High-street circuit pubs and sport-focused outlets were the clear winners as fans flocked to town and city venues to enjoy the action.

But soaring temperatures and cheap supermarket booze have been blamed for taking the gloss off business for many smaller community and food-led pubs.

Many drinkers are said to have deserted local pubs in favour of barbecues and other outside events as the mercury hit 30°C during Saturday's quarter-final tie against Portugal.

But licensees who had brought in large screens and laid on special facilities for the big game reported exceptional trade. Brewers have also reported an uplift in volumes, although it is unclear how much of the rise came in the supermarket sector via discounted offers on a range of leading lager brands.

Federation of Licensed Vic-tuallers chief executive Tony Payne said pubs had had a good tournament, despite having to compete with off-trade deals that saw 48-packs of lager available for just £15.

"A combination of hot weather and cheap supermarket prices has hit some pubs, but those licensees who made an effort to attract football supporters were generally rewarded well," he said.

Many licensees reported brisk trade during England matches, but said turn-out for other matches had been poor.

Host Tony Bennett of the Otter, in Thorpe Marriott, Norwich, said: "We had good crowds for England games but other matches were almost non-events.

"The weather played a big role and drinkers were obviously attracted by cheap deals they could get in supermarkets. I believe it was actually possible to buy 72 cans for just £20, which is ridiculous."

Chief executive of Punch Taverns Giles Thorley said: "It was a good tournament for pubs, but trade might have been better if the media had not talked down the England team before it all began.

"I do not know whether supermarket deals took business away but I certainly choose the pub to watch the football."

Head of Wolverhampton & Dudley's Pathfinder managed house division Derek Andrew said business across the estate had seen a big rise in wet sales at the expense of food.

"The England matches saw a sizeable increase in wet trade as you would expect and food business suffered.

"Basically the three weeks of the tournament saw the mix of our business change but now we expect things to return to their normal pattern," he said.

Andrew confirmed that England matches had been the high point of the tournament, with some other games hardly registering on the dial.

High-street pub operator Laurel said business had been very positive, particularly in its circuit and town pubs.

"We have many high-street sites that specialise in screening live football and our staff did a great job making sure everyone had a good time," said executive chairman Ian Payne.