Euro 2012: Pubs set to sell an extra 5m pints for Sunday's match

The trade association is predicting that extra three million pints will also be drink at home this Sunday when England takes on Italy in the quarter finals. 

This amounts to a £15m boost in trade for Britain’s pubs on beer alone, with sales of pub food and other products up, too.

Brewer Carlsberg UK has already reported that 41m more pints of its flagship brand have been ordered by pubs during Euro 2012. Like-for-like beer orders to the on-trade in the four weeks to 16 June increased 19% on the same period last year, the brewer said, while on-trade revenue is up £123m.

And pub chains have reported strong trading during the tournament.

On the day of the England vs Sweden match (June 15),  Orchid, the managed pub operator, reported a year-on-year increase of over 30%, or £165k.

Sales across all 31 Walkabout bars have increased by over 40%, while revenue on days that England played were up 134% year on year.

David Scott, Carlsberg UK’s director of marketing, said: “Although many people will have their favourite pub to go to, there is a huge number of people who will be making a special trip to the pub to soak up the atmosphere and get in the spirit of things by cheering on England.

“National events like this which really capture the imagination of the public are few and far between, so don’t waste the opportunity. Act now to encourage people to come to your pub and prepare yourself for a huge Sunday.”

Brigid Simmonds, chief Executive of the British Beer & Pub Association said: “When it comes to watching football, the pub is the perfect place to savour the big match atmosphere - with a beer of course.  Good luck England, and here’s to a great day for the nation’s pubs.”

Carlsberg top tips:

• Let people know what's happening at your pub – do a mail drop in your local area
• Create an event on Facebook and invite all the people who 'like' your pub and encourage them to share with their friends
• Make sure the people who come through your doors on Friday and Saturday night are aware you're showing the match – put up posters and get your bar staff to tell customers
• Put posters and banners up outside your pub
• Run a Sunday Dinner and pint deal to encourage people in before the match begins