The data showed sales by value in managed venues were up 9% overall in the week to Saturday 22 June against the equivalent period last year, thanks to an upswing in beer sales, which were up 18% due to a combination of the Euros 2024 and Father’s Day (16 June).
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Cider was the second-best performing category of the week after beer, with sales up 7%, while wine continued a good run with a 6% rise.
Spirits achieved only 0.3% growth, though this was the category’s best week since early May, and soft drinks sales were down 4%.
Welcome turnaround
The tracker marked a welcome turnaround for operators and suppliers after four consecutive weeks of negative year-on-year (YOY) numbers.
Sunday (16 June) brought both England’s first game against Serbia and Father’s Day, lifting sales 43% above the same day in 2023.
The second game, against Denmark on Thursday (20 June), generated an even sharper uplift of 53%.
However, trading was quieter elsewhere in the week, and faced tough comparatives with hot weather in June 2023, with negative numbers on every other day of the week.
Tough month
Friday and Saturday (21 and 22 June) down by 9% and 5% respectively meanwhile Scotland’s game against Switzerland helped to stem losses to 2% on Wednesday (19 June).
CGA by NIQ managing director UK & Ireland Jonathan Jones said: “After a tough month for the on premise, Euro 2024 is giving drinks sales a much-needed shot in the arm.
“It’s no surprise to find that beer benefits most from the football, and venues and suppliers will be hoping England can progress deep into the tournament and deliver several more bumper days.
“However, with many consumers watching at home, operators need to emphasise the special atmosphere of pubs and bars if they are to lure people off their sofas for the knock-out stages.”
