Pubs score as World Cup fever hits
Over eight million football fans are expected to pack into pubs across the country for England's World Cup match against Denmark on Saturday (June 15).
The pub trade stands to make an estimated £80m from sales on that day alone on top of record takings in the first two weeks of the tournament, culminating in a £30m spending spree by fans celebrating England's victory over Argentina.
Licensees and pub operators have reported sales up as much as 50 per cent on last year with both English and Irish fans filling outlets on match days.
Karen Forrester, managing director of Laurel Pub Company, said her estate had seen a £2.2m rise in sales during the first week of the tournament.
She added: "This is a fantastic result for pubs. Last week's sales were equivalent to Christmas and as the momentum builds we are on target for record-breaking sales."
Irish pubs have also cashed in on Ireland's progress in the tournament.
A spokesman for O'Neill's in central London said: "On average we have increased sales by £22,000 per match."
Roger Sargent, financial director of the Sports Café chain, said he had also seen sales rocket.
"Things have gone exceptionally well. We are looking at several weeks trade in a one-week period," he said.
As many as eight out of 10 pubs are thought to have opened early for the 7.30am Nigeria match, with queues of fans reported at pub doors across the country.
The Hogshead pub on Cowcross Street in the City of London, said over 60 per cent of drinks sales for the early morning game were alcoholic, with 32 per cent choosing soft drinks and only seven per cent tea or coffee - figures that were mirrored at other outlets.
AC Nielsen figures suggest sales of FAB brands are up as much as 70 per cent on last year with lager sales up 39 per cent, beer up 37 per cent and spirits 26 per cent.
Matthew Mycock, business unit director at drinks group Diageo, said: "Brands like Guinness and Smirnoff Ice are running successful promotions that are driving consumption in the on-trade.
"With both England and Ireland progressing to the knockout stage we expect this to continue."
But not everyone has gone sports mad and some pubs, including the JD Wetherspoon chain, have stuck with a television-free policy during the World Cup month, despite reports they have been empty on match days.
Wetherspoon's managing director John Hutson said: "The World Cup lasts for just four weeks every four years and it would be wrong to change our television-free policy which is something our customers like in our pubs."
Related articles:
World Cup victory celebrations boost pub sales by £30m (10 June 2002)
Pubs pull in crowds for World Cup (6 June 2002)
World Cup ruling paves the way for late-night extensions for sporting events (6 June 2002)
