The latest Daily Drinks Tracker from CGA by NIQ showed average drinks sales by value in managed venues were 14% up in the seven days to Saturday 20 July against the equivalent period in 2023.
It marked the best trading week so far this summer, CGA said, and was also the third week of year-on-year growth in the past four, after figures slipped below 2023 levels in the previous tracker.
Year-on-year uplifts
The day of the Euros 2024 tournament final (Sunday 14 July) sent sales soaring by 123% against the same Sunday in July 2024, as millions of consumers headed to pubs and bars to watch with friends and family.
While there was something of a hangover in the days after the final, with daily sales down between 7% and 14% from Monday to Wednesday (15 to 17 July), rising temperatures towards the end of the week drove consumers to beer gardens, triggering year-on-year uplifts of 5% and 4% on Thursday and Friday (18 and 19 July).
Long Alcoholic Drinks (LAD) brands felt the biggest boost in pubs and bars during the Euros, and the final sent sales soaring even higher.
Across the week, beer sales were 20% ahead, while cider—which also benefited from the sunny weather—was up by 40%.
Build momentum
Spirits (up 10%) recorded their first double-digit growth in many months, while soft drinks were up 5% and wine down 3%.
CGA by NIQ managing director UK & Ireland Jonathan Jones said: “England’s Euro 2024 campaign might have ended in disappointment, but it was a very successful tournament for beer and cider brands and the thousands of pubs and bars screening games.
“A burst of warm weather has helped to build momentum, and the summer holidays should add another injection of sales. Many consumers’ spending remains under pressure, but there is a sense of optimism for many venues and suppliers for the rest of 2024.”
