The Suffolk-based pub operator and brewer said it expected 1.1m pints to be poured during the matches today (Friday 5 July) and tomorrow (Saturday 6 July), based on predicted sales in Greene King managed pubs during Euro 2024 match-time.
England’s next game is set to take place tomorrow, when they play against Switzerland, which Greene King expected to prove the most popular with 425,000 pints sold throughout the ninety-minute match, averaging out at more than 4,500 pints sold a minute across its estate.
Great boost
Greene King CEO Nick Mackenzie said: “The Euros have provided a great boost to the hospitality sector as communities have come together in their local pub to cheer on their national team.
“Following the exciting end to England’s win over Slovakia, we’re expecting Saturday’s game to be our busiest of the tournament so far and we're proud to host supporters in hundreds of our pubs to watch the match.”
This comes as data from market intelligence firm Oxford Partnership showed the importance of matches involving England and Scotland in driving footfall and sales.
According to the figures, all the biggest sales came from games featuring a home nation side n Euro 2020 (which took place in June 2021), but the real boost came in the knockout rounds and there appears to be no change to this trend in Euro 2024.
Positive effects
In the group stages, England games drove sales of 25.6m pints during the last tournament, equating to an additional 203 pints per pub and a 31.5% uplift in draught sales versus the same days average in 2024. This means pubs earned an additional £925 per pub in revenue.
Oxford Partnership CEO Alison Jordan said: “We are delighted to now really start seeing the positive effects of this tournament on the on-trade.
“With everyone cheering England on for the result we all want on Saturday, we are genuinely hopeful for a bumper summer of sales to continue.”
