OPINION: How the weather exacerbated the Euros sadness

The collective sigh of despondency in England on Monday morning was almost audible but that was not just because of the Spanish victory at the Euros last weekend. Gareth Southgate and the England team had achieved so very much more than most countries (in getting to the final) yet instead of embracing and celebrating that simple fact, the mood of the country on Monday morning was one of gloom, significantly contributed to or made worse by the poor weather.

The fact is that great weather brings a real smile to our faces. Life just feels better in the sun and normally the sun is good for most businesses (and certainly most pubs) but the current weather just adds to the burgeoning list of challenges that face our sector.

Let’s get real here though – this is nothing new.

Last year was wetter​

Memories can be short. This time last year, July 2023 was the wettest on record. In The Morning Advertiser​ poll​ in August 2023, 82% of respondents said that poor weather had ruined their 2023 summer trade – and the summer of 2022 was a comparative corker.

It is not as if we have had a good run into summer though: the late May 2024 bank holiday weekend saw a 5.5% year on year drop in sales.

That said, before we all get too in our cups, it’s not been all doom and gloom.

The British Beer & Pub Association estimated more than 20m additional pints have been served during the Euros, valued at more than £93m in extra sales. Pubs have seen a 90% jump in the number of pints pulled on the days when England played (compared to a normal day).

Rain can help our trade​

However, I need to confess to causing much disappointment, consternation and anguish to Team Unruly as my enthusiasm for Euros was muted at best (because of the adverse downturn in trade we saw with each England game). Despite altering our opening hours to accommodate the final on Sunday, we still suffered a 70% cut in expected income. Yes, like the majority of pubs in Woodbridge locally, we don’t have a TV.

However, to counteract this point, against the grain, the Unruly Pig probably benefits overall from bad weather. As a tourist county with lots of holiday homes, visitors often tend to go to the nearby Suffolk heritage coast when the weather is sunny and good. Whereas when it rains, we see a marked increase in diners wanting to centre/fill a rainy day around a lovely lunch or treat for dinner.

Which just goes to show that it’s an ill wind that blows no good.