Oasis tour to pour £9.3m into beer sales across UK venues
Fans attending the Oasis Live ‘25 tour are expected to spend more than £9 million on beer alone, according to new research by card payment provider takepayments.
The UK leg of the Oasis Live ‘25 tour is set to generate an estimated £9.3 million in beer sales, with 1.38 million tickets reportedly sold across five major venues.
Data analysis by takepayments, a leading UK card payment solutions provider, found that if every concertgoer were to buy a single pint, average pricing across the tour would push the total spend into the multi-million-pound range. Even if only half of ticket holders bought a pint, total sales would still reach £4.65m.
Venue prices revealed
The research compiled average pint prices from each UK tour venue, revealing the following:
- Principality Stadium: £8.20
- Heaton Park: £6.50
- Wembley Stadium: £7.85
- Murrayfield Stadium: £6.00
- Croke Park: £5.17 (€6)
This puts the average pint cost at the venues at £6.744.
Boost for local businesses
The findings highlight the wider economic impact of large-scale concert tours, with pubs, hospitality venues and pop-up bars all likely to benefit.
Jodie Wilkinson, Head of Strategic Partnerships at takepayments, said:
“Concert tours, like Oasis Live ‘25, can be incredibly exciting and have the potential to grab the attention of the whole nation – even those who didn’t manage to bag tickets. The good news is the tour will have the potential to give our local economies a much-needed boost – not just the concert venues.”
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Wilkinson pointed to hospitality price hikes already in effect: “Hotel prices in Manchester are reportedly 450% higher over the weekend of 12–13 July, compared to usual.”
Early shows show strong returns
Initial dates in Cardiff have already given a glimpse of the economic uplift the tour could bring. According to data from The Oxford Partnership and Vianet, over 811,000 pints of draught beer and cider were sold across city centre venues on 4–5 July, generating more than £4 million in sales. This represented a 56% boost in trade compared to the previous weekend, with the average venue pouring 1,477 pints and taking in £7,385 from beer alone.
Kate Nicholls, chair of UKHospitality, said the Cardiff dates “represented one of the most profitable weekends for the sector in the city so far this year”, while Alison Jordan, CEO of The Oxford Partnership, noted that “when Britpop legends come to town, it’s not just the crowd that’s singing – the taps are working overtime too.”
Challenges for small businesses
While the tour presents opportunities, Wilkinson warned it could also bring pressure for smaller operators: “The data and research we undertook highlight just how much could be spent on beer alone at the venues, meaning that it can be an exceptionally rewarding time for businesses. However, for small businesses, it can also be an incredibly stressful time. From ensuring you have enough stock and staff to creating a quick and easy payment process for customers.”
The research, conducted by Bring Digital on behalf of takepayments, used ticket sales data from the BBC and beer price data from TripAdvisor and venue sources to reach its conclusions.
Takepayments has also issued guidance for small businesses to help prepare for busy periods, including tips on stock planning, staffing, and customer service.
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