EXCLUSIVE: 12.5m pints poured during Euros 2024 semi-final

Last night saw England secure its place in the Euros 2024 final this weekend (Sunday 14 July), when the Three Lions will play Spain to take the title, after beating the Netherlands in the semi-finals last night (Wednesday 10 July), finishing the game 2 -1.

Additional revenue 

Some 12.5m pints were consumed across the on-trade during yesterday's semi-final, which was 56% higher than the 8m predicted last week by the British Beer & Pub Association (BBPA) and equated to a 66% uplift compared to the same day in 2023 and 88% against the average Wednesday so far in 2024.

The average pub in England served 329 pints of draught beer and cider yesterday, according to the figures collated by VIANET, generating an additional revenue of £708 versus an average Wednesday this year and an additional 131 pints versus the same day in 2023.

Category wise, overall beer and cider trade was boosted by 66% though the biggest winners were World Lager and Stout, which saw uplifts of 96% and 93.8% respectively, meanwhile fruit cider grew by 90%.

Perfect result 

While all regions across the country saw uplifts during yesterday's semi-final, London was strongest, up 78%, and the Midlands was the only area showing slightly more modest trade.

Overall footfall saw an 18.3% uptick between 8pm and 11pm in outlets showing the semi-final match, helped by extended licensing hours, which allowed them to stay open until 1AM, meaning an extra two hours of trading time. The extension will also be in place for the Euros 2024 finals on Sunday. 

Oxford Partnership CEO Alison Jordan commented: “Another phenomenal result from England in what was a tough match against the Netherlands. The big question is: what will happen to the UK on-trade if England manage to bring it home on Sunday? We predict more than 25m pints could be sold which would mean the average pub selling over 600 pints in one day. A perfect result for the country and the industry."