Footie fans to give UK drinks trade multi-million pound boost

England football fans are expected to drink an extra eight million pints and spend £150m on beer in supermarkets this weekend.

According to the British Beer & Pub Association, followers of Euro 2012 will enjoy the extra drinks as they cheer on the England team on Sunday, giving a £15 million boost in trade for Britain’s pubs.

Meanwhile, the Wilson Drinks Report expects sales of beer and cider to reach £150m over the weekend, following England’s victory over the Ukraine on Tuesday.

“With England not playing until Sunday night, fans all over the country have the whole weekend to build up to the game,” commented Tim Wilson, managing director of the data-crunching company.

“Retailers have been praying for two things this summer: England staying the distance in the tournament, and predictable hot sunny weather,” he added.

He also noted the potential impact of tempting offers on beer, stressing Tesco’s 3 for £22 on a wide range of cases of beer, and Sainsbury’s 2 for £17 on similar items.

Upcoming matches of the Euro 2012 are Germany versus France tonight, Spain verus France on Saturday and England versus Italy on Sunday.

For more on the Euro 2012 and drinks click here – we’ve paired up popular beers with the competing countries.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

The Global Riesling Masters 2019

Deadline : 20th December 2019

The Global Pinot Noir Masters 2020

Deadline : 31st January 2020

Click to view more

The Global Grenache Masters 2019

View Results

Champagne Masters 2019

View Results

Click to view more

Subscribe today to get each issue of The Drinks Business as soon as it's published, plus all the latest breaking news and access to our library of back issues.

Subscribe Today!

Subscribe to our daily newsletter

Stay up-to-date with the latest news about the international spirits industry every weekday lunchtime (GMT)