The Suffolk-based pub operator and brewer said it expected Friday (14 June) night’s opening match between Germany and Scotland to be among the most popular games, with customers expected to buy more than 415,000 pints during the 90 minutes.
In addition, the pub company also anticipated a “big turnout” for England’s first match against Serbia on Sunday (16 June), predicting more than 250,000 pints to be sold in Greene King pubs across the country during the game.
Greene King CEO Nick Mackenzie said: "The local pub has always been at the heart of the community, and that is never clearer than during sporting events.
Unite fans
“During the tournament, we're expecting to welcome even more people through our doors as fans unite to cheer on their teams."
The tournament will mark the first competition without restrictions for six years, the last being delayed due to the pandemic.
Last week the British Beer & Pub Association (BBPA) predicted more than 300m pints could be poured across the on-trade during the tournament.
Meanwhile the Government last month confirmed pubs would be permitted to stay open until 1am if England or Scotland make it to the semi-finals or finals of the Euros later this summer.
Summer of sport
Furthermore, data from Oxford Partnership this week revealed the additional 14 days that England remained in Euro 2020 improved sales by 13%, which was a 31% uplift versus Euro 2016 at 18%.
In addition, the insight firm said the projections for this year were even “brighter”, as many operators were forced to turn customers away during the 2021 games due to ongoing restrictions.
According to Oxford Partnership’s data, the previous tournament delivered a 9.4% uplift in beer and cider draught volume, equating to an extra £4,970 per outlet and an additional 64 pints per game.
Mackenzie added: "This year's Euro's is the start of a fantastic summer of sport that will be a great boost for the hospitality sector.”
