Research conducted by the BBC predicted the average price of a pint will increase to £7 in line with inflation. If England makes it to the World Cup in Qatar, the UK could be set to spend an estimated £91m on pints during the final, an increase of 80.41% since the Euros final last year.
This comes after research from Heineken UK revealed the football World Cup could increase sales on top of Christmas trade this winter, with 48% of those surveyed saying they were more likely to watch a match in the pub this year.
This research followed 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.
Pouring pints
“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.
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.
Hosting parties
“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.
