EXCLUSIVE: More than 17m pints poured during Euros final

Data from real-time market intelligence firm Oxford Partnership showed drinks sales in pubs soared by 90% during the match on Sunday 14 July compared to the equivalent period in 2023 and 76.3% against the average Sunday so far in 2024.

Increased footfall

Some 17.5m pints were poured during the game, which saw England beaten 2-1 by Spain, with the average pub serving 462 pints of draught beer and cider, equating to an additional revenue of £950.

Moreover, sales surpassed the first England game of the tournament by 41%, with 219 extra pints sold per pub versus 2023 in England and 200 extra pints against an average Sunday in 2024.

Trade in the north-west and south-east of England proved to be the strongest with sales 100% higher than the average across the country while the Midlands experienced more modest numbers.

Overall, footfall grew 40.2%, peaking between 9pm and 10pm, with suburban outlets having seen the biggest increase in footfall (42.5%) compared to an average Sunday in 2024.

Enormous boost

City centre locations also saw increased footfall, with upticks of 38.1% again peaking at 10pm.

Beer and cider sales were up 90.1%, with World Lager (up 148.3%) and Premium Lager (up 114.3%) having performed best.

Meanwhile, fruit Cider and Stout also proved popular, with sales rising by 105.7% 105.3% respectively against the same day in 2024.

Oxford Partnership CEO Alison Jordan said: “Sadly, [the match] was a really tough watch for all the England fans but at the very least, it gave the on-trade an enormous boost on what would have been a typically sleepy (and not very sunny) Sunday evening in July.”