CGA: Euros semi-final sees drinks sales soar 75%
The three other main categories; wine down 7%, soft drinks down 7% and spirits down 10%, all struggled by comparison with last year
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England’s European Championship semi-final against The Netherlands saw drinks sales rise 75% on Wednesday 10 July compared with the same day last year, according to data from CGA.
However, this came at a cost as customers saved their money for the final meaning the total drinks sales across the week to 13 July were 0.6% behind the same period in 2023.
Sales were down year-on-year on all six of the other days of the week, including by 6% and 15% on Friday 12 and Saturday 13 July)
Trading also suffered by comparison to the warm weather of July 2023 causing the first negative week of drinks sales since mid-June.
Long Alcoholic Drinks categories performed best last week, with beer and cider sales up by 6% and 4% respectively.
The three other main categories; wine down 7%, soft drinks down 7% and spirits down 10%, all struggled by comparison with last year.
Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland, said: “England’s progress all the way to the Euro 2024 final has provided some bumper days for pubs, bars and beer and cider brands.
“However, a flat week overall shows drinks sales around sporting events are not necessarily incremental, and that trading is often taken away from other days. It’s a reminder that many consumers are still keeping a very careful eye on their spending, even during big national occasions. With the tournament over, venues and suppliers’ hopes for year-on-year growth will now be pinned on long-overdue warm weather.”
