Drinks sales suffer as Euros 'hangover' kicks in

The latest figures from CGA by NIQ’s Daily Drinks Tracker showed average sales by value in managed venues were 6% down in the seven days to Saturday 27 July compared with the same period last year.

It marked the first negative number for several weeks, with the previous tracker​ having shown sales were 14% up in the seven days to Saturday 20 July.

Patchy weather and tough comparatives with July 2023, which included a boost from last year’s Women’s World Cup, also contributed to a softer week for on premise venues and suppliers. 

Wetter weather 

The week’s trading fluctuated in line with the weather. Sales were up by 1% on both Tuesday and Wednesday (23 and 24 July) as temperatures rose in much of the UK but were down year-on-year on the other five days of the week.

Sales were behind by between 7% and 9% from Thursday to Saturday (25 to 27 July), as cooler and wetter weather kept people away from beer gardens and terraces.

The start of the school break meanwhile saw some consumers leave for holidays overseas, also impacting trade. 

Category-wise, a couple of sunny days helped to lift cider sales 2% above the same week in 2023.

Challenging trading environment 

However, all other major segments were down year-on-year, with spirits the worst affected.  

CGA by NIQ managing director UK & Ireland Jonathan Jones said: “The Euro 2024 tournament was very much a net positive for the on premise, and after fans spent freely during the games some hangover to sales was to be expected.

“It’s a reminder that money remains tight for many consumers, despite falling inflation and the easing of some household bills.

“We can be optimistic spending will loosen as the year goes on, but venues and suppliers are going to need to stay sharply focused on value and quality to sustain sales in what is still a challenging trading environment.”