The latest CGA by NIQ Daily Drinks Tracker revealed average sales in managed venues during the seven days to Saturday 6 July were 6% up against the same week in 2023.
It followed the same rate of growth in the previous week, and a 9% increase in the seven days before that.
CGA added the year-on-year growth was “particularly impressive” given the widespread cool weather of June compared to the high temperatures of last year.
Big winner
Trade peaked on Sunday (30 June), the day of England’s final group stage game against Slovakia, when sales rocketed 40% ahead of the same day in 2023.
Meanwhile England’s next game, against Switzerland on Saturday 6 July, delivered a 29% upswing.
However, sales were more subdued on other days of the week, with year-on-year sales either flat or down by up to 9% every day from Monday to Thursday (1 to 4 July), before slumping by 18% on Friday (5 July), which suffered against a very hot equivalent Friday in June 2023.
Beer’s close association with football in pubs made it the top-performing category of the week, with sales up by 14% year-on-year, while cider (up 8%) was another big winner.
Feel-good factor
Soft drinks (down 5%) and wine (down 4%) fared less well, but spirits achieved marginal growth, thanks in part to post-match celebrations on game days.
CGA by NIQ managing director UK & Ireland Jonathan Jones said: “The Euros provided a very strong late June and early July for pubs, bars and beer and cider brands.”
However, Jones added it was “important to remember” big sporting events like the Euros game have a “neutral or negative impact” for some venues, in particular food-led outlets.
Nevertheless, despite the Three Lion's loss against Spain in the tournament's final, Jones said England’s success in the Euros had “clearly created a feel-good factor” that would hopefully unlock further spending in pubs throughout the rest of the summer months.
