Sunshine and football fever help beer sales soar
The 2026 FIFA World Cup combined with a heatwave in the UK has helped the nation to deliver a “significant boost” for pubs and bars sending lager sales skyrocketing.
According to analysts, England’s second group-stage match of the World Cup gave “a significant boost for the UK’s hospitality sector, with pubs and bars recording a 77% increase in draught beer and cider sales compared with a typical Tuesday”.
‘£935 of draught income per pub’
The findings, which were gathered from the latest Market Watch analysis from The Oxford Partnership using Beverage Metrics volume data from Vianet, showed that despite England’s goalless draw against Ghana on 23 June, the fixture still generated strong demand across UK venues.
Across the UK, pubs sold 5.4 million pints of draught beer and cider during the day, equating to an average of 170 pints per outlet and generating approximately £935 of draught income per pub.
The data revealed that the performance represented an additional 74 pints per venue compared with the average June Tuesday in 2025.
The uplift was also flagged for being particularly notable given that the fixture took place on a Tuesday evening, traditionally considered to be one of the more challenging trading days for operators.
According to the analysis, pubs in England were selling an average of 173.8 pints per outlet, while Scotland and Wales also recorded positive uplifts as interest in the tournament continued to spread across the UK.
London led the way
Across the nation, London in particular delivered the highest rate of sale, averaging 232 pints per venue, while the East of England recorded the strongest growth, with sales soaring by almost 99% compared with normal Tuesday trading levels.
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The research revealed that every English region actually experienced an uplift of at least 67%. Added to this, consumer engagement was described by the analysts as “equally impressive” since among venues showing live sport, average footfall during the match more than doubled compared with a typical June Tuesday evening.
Lager remained the standout category, with sales rising by 98.3% year-on-year. World Lager proved particularly popular, increasing by 136.1%, while cider sales surged by 121.2% as consumers sought refreshing serves during the hot weather.
World lager dominated
In terms of what beers people were buying, premium and international lager brands dominated growth, with Asahi Super Dry, Cruzcampo, Estrella Damm and Stella Artois all recording triple-digit increases.
The report also highlighted the significant role played by the UK’s ongoing heatwave. For instance, analysis of venues not actively promoting World Cup matches still showed sales increasing by 46.1% compared with a typical June Tuesday. This, the analysts suggested, was further evidence that “exceptional weather conditions provided a significant additional boost to trading”.
The benefits of the sunshine boosting sales however were not evenly distributed across the UK and while urban and suburban venues recorded the strongest uplifts, with sales increasing by 53.3% and 50.0% respectively, city-centre locations saw growth of just 18.6%.
The analysts deduced that the findings therefore revealed that during periods of extreme heat, consumers are more likely to socialise closer to home rather than travel into town and city centres.
Sport and sunshine
Alison Jordan, CEO of The Oxford Partnership, said: “England’s World Cup campaign continues to deliver a meaningful boost for the on trade, with football and exceptional weather combining to drive consumers into pubs and bars across the UK. The results demonstrate the continued importance of major sporting occasions in generating footfall, sales and engagement for hospitality operators.”
Jordan added: “The weather story is particularly interesting because it wasn’t city centres that benefited most. The strongest growth came from suburban and urban locations, suggesting consumers chose to stay local and make the most of the sunshine closer to home.”
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