Pubs gear up for World Cup bonanza

British pubs are set for a massive World Cup boost over the next few weeks, with early estimates claiming the industry could rake in as much as £80 million during England’s group matches alone.

The tournament gets underway this Friday and landlords are rubbing their hands in anticipation after a testing few years which have brought little cheer for the pub sector.

Nearly four million England fans will flock to pubs across the country on Saturday 12 June for their side’s opening match against the US, according to a poll by the British Beer and Pub Association (BBPA), generating a £35m sales boost from beer and food on the day.

The following games against Algeria, on Friday 18 June, and Slovenia, on Wednesday 23 June, are expected to generate £30m and £15m respectively as roughly 11.5m fans head to the pub to enjoy the unique atmosphere as England bid to win their first World Cup since 1966.

Pubs are hoping England emerge as group winners, as they would then play their first knock-out match on Saturday 26 June – the perfect day for generating an even bigger and better night for pubs.
 
The poll, conducted for the BBPA by ComRes, also finds that twice as many men as women will enjoy the game in the pub – 12% of men as opposed to 6% of women.

Nearly a quarter of 18-24 year olds (23%) will go to the pub to watch the opening England game – the highest of any section of the population. Only 3% of those age 55 or older will go to the pub.
 
Beer is clear winner as the drink of choice among football fans. Among those watching both at home and in the pub, the survey finds that beer is by far the nation’s favourite drink, with 37%, or 15m people, most enjoying a beer while watching the game.

Wine, the next most favoured alcoholic drink scored 13%. 52% of men prefer a beer during the game.

Brigid Simmonds, BBPA chief executive, said: “When it comes to enjoying the huge excitement of the World Cup, only being at the game itself can compare with being in the pub.

“Many millions will be enjoying the football with friends in the fantastic atmosphere provided by tens of thousands of pubs across the country.

“It’s a brilliant event for pubs, and a great time to get out and support your favourite local as well as to cheer on the England team.

Meanwhile the BBPA has issued guidance to help pubs and local authorities work together during the World Cup.

Designed in collaboration with local government body LACORS, the checklist offers an approved template for licensees looking to take advantage of the revenue opportunities presented by the World Cup.

Encouraging publicans to take note of its recommendations, Martin Rawlings, director of pubs at the BBPA, flagged up the intention for the document “to be recognised as good practice by pubs, police and local authority enforcement officers”, adding: “There’s no better place to be than the pub for that big match atmosphere.

“This is a great opportunity for us to work together with the police and local authorities and ensure the World Cup is an occasion that brings communities across Britain together to follow a great event at a great venue – the pub.”

Advice featured on the checklist includes using a ticket system to prevent overcrowding, plastic glassware, vigilance against serving alcohol to under-18s and recommended action in the event of any disorderly behaviour.

The BBPA has also strongly advised licensees to carry out a risk assessment in advance, on the grounds that “such a record will be useful if despite your best efforts some individuals are determined to cause trouble in your premises.”

The full guidance can be found at http://www.beerandpub.com/industryArticle.aspx?articleId=218

Alan Lodge and Gabriel Savage, 08.06.2010