Not preparing for the World Cup could be an own goal for publicans

Research from previous tournaments has shown licensees can expect to see wet sales rise by as much as 400% during an England game – but only if they start work soon on packing out the pub.

Punch Taverns is currently running workshops across the country to help publicans capitalise on the competition. Meanwhile, Star Pubs & Bars is spending £1.8 million on re-decorating its sports-focussed venues in time for the World Cup.

David Evans, managing director at Sports Bar & Grill, said he started promoting corporate packages for the England games as far back as Christmas and is now fully booked.

He said: “People will still be able to come in off the street to watch in the bar but the function rooms are all full. They started snapping them up immediately.

Atmosphere​

“We want to create an atmosphere for the whole tournament. We will have special meals for each of the nationalities and flags up for every team – which will come down as they get knocked out.

“We spread the word early – that was the key. We contacted all the embassies so they could use their database to let people know where they could watch their home team.”

Evans said his message to publicans who had not yet started preparing for the World Cup was “get your staff and everyone you know to start spreading the word – the momentum is building fast”.

At the Punch Taverns workshops publicans were advised to focus on retaining the custom driven by England’s opener against Italy on June 14. With two games beforehand (Colombia vs Greece, 5pm and Uruguay vs Costa Rica, 8pm) to whet punters’ appetites, the company has advised licensees to focus on promoting themselves as a football base for the entire day.

Extra stock​

Chris Jowsey, trading director at Star Pubs & Bars, said he was advising tenants to plan ahead and order extra stock. He added: “Consider using alternative service methods to ease congestion at the bar, for example, table or roving waiter service, pitchers of draught beer,  ice trays or buckets of PPLs, installing temporary bars and pre-ordering of half-time drinks.”

Stephen Martin, category manager at Punch Taverns, said: “By now plans should be starting to come together so publicans are ready to execute and promote in May. At this stage, publicans should be ordering any additional POS material, decoration or TV screens that will be required.”

Top tips for the World Cup​

• Consider  sweepstakes and ‘bounce back’ promotions to pique interest in other games
• Offer packages of ‘free half-time drink’ or ‘pie and pint’
•  Beat the goalie competition or Wii knockout comps
•  Hand out flyers after each match promoting next offering
• Introduce a supporters’ photo wall

World Cup factbox​

• The England vs Italy match in Euro 2012 attracted 38.5m viewers
•  Average spend on drink increases from £11.50 per head to £14.50 per head for major football matches
• Lager sales are the big winners with the drinks share of total sold rising from 30% normally to 47% during football