UKHospitality (UKH) anticipated the Euros final on Sunday (14 July) is set to deliver a 50% uplift in drink sales. Overall, sales throughout the tournament are expected to increase by £800m versus a non-competition period. Pubs, bars and licensed premises are able to serve beverages up until 1am on Sunday.
Chief executive Kate Nicholls said: “The Euros final this Sunday will be a momentous day for the country and our nation’s pubs and bars, which are set to see a sales boost of £120m.”
Unrivalled atmosphere
She continued: “Pubs will be packed to the rafters with fans cheering on the Three Lions and creating an unrivalled atmosphere, outside of being at the game in Berlin. With licensing hours already extended until 1am this Sunday, I hope fans will be able to take advantage to celebrate a historic victory for England.”
Prior to the semi-final earlier this week (Wednesday 10 July), data from the British Beer & Pub Association (BBPA) stated 40% of pubs were prepared to stay open later due to the match, with later opening times predicted to positively contribute to increased consumer engagement throughout the sector.
Drink sales improved significantly in comparison 2023, with a 491 pints of draft beer recorded on Wednesday, with extra revenue produced totalling £639 per pub with an additional 134 pints served.
Positive uplift
During the semi-final, a recorded 12.5m pints were poured, a significantly positive uplift in trade for the sector, according to Oxford Partnership.
CEO Alison Jordan commented on the result and said: “Another phenomenal result from England in what was a tough match against the Netherlands. The big question is: what will happen to trade if England manage to bring it home on Sunday?”
