World Cup Xmas crossover to boost trade
The timing of this year’s FIFA World Cup has broad appeal to sports fans, with 48% of those surveyed saying they are more likely to watch a match in the pub this year as it will be shown during the festive period.
This research follows CGA Brandtrack data which showed 7.9m consumers visited pubs during the 2018 World Cup. The same data highlighted how sales peaked at up to five times the average on match days during the tournament, drawing attention to the opportunity World Cup football presents to operators.
“Publicans have felt conflicted as to what trade they should prioritise this winter due to the unprecedented FIFA World Cup and Christmas clash. Many customers will still be looking for individual experiences, which puts operators in a difficult position, as they have never had to plan for such different occasions at the same time” said Heineken UK on-trade category and commercial director, Charlie Fryday.
Fun festivities
Some 38% of those surveyed said they would spend more money on alcohol at the pub during a World Cup football match, versus 27% who said they would spend more at a Christmas gathering.
Despite this, Fryday said it was important to create an environment that could be enjoyed by all this winter, maximising the opportunity of increased footfall from sports fans on top of festive trade.
“Segmenting zones or areas can help ensure customers enjoy their individual experiences.” He explained. “For example, an otherwise empty function room could be used for hosting private Christmas parties, whilst your main bar area screens the World Cup.”
Publicans can expect lager brands to be their top sellers during matches, as 56% said they were more likely to buy lager during a World Cup football game. Younger drinkers are some of the biggest sports fans, with 100% of the 18 to 25-year-olds surveyed having watched a football match in a pub or bar.
The recent research also reported 27% of consumers are likely to buy more drinks during the football World Cup versus a normal trip to the pub, jumping to 50% for 18 to 25-year-olds.
What to drink?
A separate report on beer trends carried out by Heineken UK earlier this year highlights more than half (55%) sampled a new beer in the last three months of 2021. What’s more, 26% of 18 to 34-year-olds want lighter tasting lagers and a further 49% desire more premium options.
Furthermore, 28% of frequent pubgoers asked, who are planning not to drink at a World Cup game, would opt for a non-alcoholic lager.
Some 67% also said the recent cost-of-living increases meant they would be watching their money more carefully this winter.
In light of this, Fryday gave advice to operators looking to boost business: “Consider flexing your deals for different events, such as match day promotions or exclusive deals for larger group bookings. Offers on sparkling wine and more premium options are better for those celebrating a Christmas get together and looking to trade-up during the season.
“Consider exclusive deals for both Christmas and match day pre-bookings, which will also help with staffing and stock orders. Communicating your offering – particularly on social media – will keep your venue buzzworthy all week and help to stand out in a competitive industry.”
