World Cup boost for brewers and pubs
Brewers and pubs are reaping the benefits of England's World Cup campaign.
Sales of Carlsberg lager quadrupled during one England game, according to figures taken from 500 pubs revealed exclusively to The Publican.
And London brewers Fuller's has also reported brisk business. "Our pubs have been packed," said Simon Emeny, Fuller's retail director.
According to the British Beer & Pub Association (BBPA), sales have shot through the roof as England have reached the knockout stages in Germany, helping boost sales by an extra 27 million pints during England games alone.
"England's progress and the summer weather has combined to make it a really great couple of weeks for pubs," said Neil Williams, a spokesman for the BBPA.
And the sales bonanza was set to continue this weekend as Sven's men took on Ecuador in the second round.
Hundreds of pubs have brought in extra staff and decked out their pubs in World Cup paraphernalia to add to the overall experience.
Graham Rowson, licensee at the Pluntingon Tavern, in Lancashire, said he had seen sales rise by up to 70 per cent during England matches. "The atmosphere in the pub has been brilliant for the England games and this weekend should be no different," he said. "I've not had a cross word from any of my customers."
He has pulled out all the stops in dressing up the pub - even getting a local florist to design special World Cup rosettes.
At popular sports pub the Bedford, in Balham, South London, sales have rocketed by 50 per cent while Sven's men have been in action.
"It's been fantastic, we've been full to capacity for the England games," said licensee Greg Kerr.
But it is not only England games that have helped pubs.
At the Village in Moseley, Birmingham, fans have descended for many of the top games, helping sales triple.
"We are in a multi-cultural area, so we have done well on lots of games," said Czech-born licensee Jan Drozda. "All my staff are dressed in World Cup gear - which adds to the friendly atmosphere."
The only area where pubs appear to be missing out is food sales.
Ninety per cent of licensees responding to a Publican survey said they had not seen a boost in food.
The welcome boost in drinks sales during the World Cup has not been matched by increased food takings in most pubs, according to a Publican poll.
Nine out of 10 licensees responding to a survey on thePublican.com said that the World Cup had not helped food sales in their pub.
Pub groups and food suppliers had encouraged the trade to offer hand-held snack food alongside drinks during matches. While many pubs seem to have ignored the advice and taken the traditional approach of shutting down the kitchen during big games, those that that have adapted their menu have seen the benefits.
At the Rising Sun in Willington, Derbyshire, Mandy Harrison, who runs the pub with lessee Hazel Nicholson, said: "People certainly don't come to dine during games - it's too noisy - but we've sold plenty of burgers and hot dogs to customers watching the football."
John Taylor, co-lessee of the Punch Tavern in Fleet Street, London, said the pub had been selling tickets for matches at £25, which includes food and drinks.
"We've filled all our tables with customers who have eaten and drank, and have had real value for money. It's tested our resources, but the extra trade has been well worth it," he said.
