The latest Daily Drinks Tracker form CGA by NIQ showed sales by value in managed venues saw a 6% upswing compared to the same period last year, thanks in part to the Euros 2024.
It comes as the previous data estimated trade was 9% above 2023 levels in the week to Saturday 22 June, boosted again by sporting events and beer sales, continuing a revival for pubs after negative numbers in May and early June.
Double-digit growth
Sales peaked with England’s final group stage game at the Euros 2024 on Tuesday (25 June), with a 71% upswing from the same day in 2023.
Meanwhile there was growth of between 7% and 8% on Sunday, Monday and Wednesday (23, 24 and 26 June), as overdue sunshine in many parts of the country brought people out to drink in pub gardens and terraces.
However, trading was negative on Thursday, Friday and Saturday—a reminder that many consumers are still watching their spending and saving their visits for warmer weather and big occasions like the Euros.
As is usually the case during big football tournaments, the Long Alcoholic Drinks (LAD) categories fared best over the course of the week, with beer (up 11%) and cider (up 18%) in double-digit growth.
Cautious optimism
Soft drinks were up 1%, but spirits and wine were both in the red, down 6% and 1% respectively.
CGA by NIQ managing director UK & Ireland Jonathan Jones said: “England’s progress to the knock-out stages of the Euros has been a huge relief to pubs and bars screening games and LAD suppliers, especially after Scotland’s exit.
“Alongside decent weather it means sales are making up some of the ground that was lost during a weak Spring.
“With cautious signs that some consumers are starting to loosen their spending as their bills ease, we can be optimistic that growth in the second half of 2024 will be stronger than the first.”
