Drinks sales beat inflation for third week amid Euros boost
Soft drinks were down 5% and wine was down 4% but spirits achieved marginal growth, thanks in part to post-match celebrations on game days
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Drinks sales in the UK’s managed venues rose 6% in the week ended Saturday 6 July, compared with the same period last year.
It follows the same rate of growth in the previous week, and a 9% increase in the seven days before that.
Growth peaked on Sunday 30 June when sales rose 40% as a result of England’s last 16 Euros game against Slovakia.
Sales also skyrocketed 29% on Saturday 6 July as a result of England’s quarter-final against Switzerland.
Trading was more difficult outside if matchdays, with year-on-year sales were either flat or down by up to 9% every day from 1 to 4 July.
Furthermore sales slumped 18% on Friday 5 July, which suffered against a very hot equivalent Friday in June 2023.
Beer sales were up 14% across the week with cider up 8% as a result of the football.
Soft drinks were down 5% and wine was down 4% but spirits achieved marginal growth, thanks in part to post-match celebrations on game days.
Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland, said: “The Euros are driving a very strong late June and early July for pubs, bars and beer and cider brands. England’s involvement in the final should make Sunday the best trading day of the year for many venues.
It’s important to remember that the tournament is neutral or negative for some venues, especially food-led ones, and those that do screen games on Sunday will have to compete with at-home viewing options. Nevertheless, England’s success is clearly creating a feel-good factor that will hopefully unlock more spending as the summer goes on.”
