Pubs enjoy drinks sales boom during England v Germany

By Emily Hawkins contact

- Last updated on GMT

Football frenzy: pubs have experienced an increase in Jägerbomb sales thanks to England v Germany with sales  up 113% compared to the previous week (image: Getty/Ridofranz)
Football frenzy: pubs have experienced an increase in Jägerbomb sales thanks to England v Germany with sales up 113% compared to the previous week (image: Getty/Ridofranz)

Related tags: Sport, Beer, Football, Euro

Drink sales in pubs have shot up by 176% since last week thanks to football fans supporting their locals.

Initial OrderPay data showed football fans have given pubs a total sales growth of 166% since the beginning of the tournament.

Now the data has revealed that drink sales at pubs increased 176% during the England v Germany match compared to last week where pubs saw an uplift of 104%.

Carling, Stella Artois, Fosters and Estrella were the biggest sellers during the match which saw England score two goals in a historic victory against the German team.

The average spend was £21.70 per customer during the game on Tuesday (28 June) which is slightly less than the match against Croatia, where punters spent an average of £23.02.

Shot sales

When England played against Scotland pub goers spent an average of £24.57 while they spent £18.04 when the nation went head to head with the Czech Republic.

The Germany game also saw a boom in Jägerbomb sales with sales of the shots up 113% compared to the previous week.

Sales of Gordons Pink Gin were also up during the game against Germany by 92% while Smirnoff Red sales also saw an increase of 70%.

The North West were the big spenders on matchday, with sales in the region increasing by 1043%, followed by a sales hike in the North East of 457% and in the West Midlands of 399%.

Pub operators have described being pleased with the turn out and atmosphere of customers during Euros games but lamented continued restrictions.

Capacity woes

Fullers' boss Simon Emeny tweeted about strangled capacity limits at his London sites during the tournament.

He said: “Great quote from a GM of one of lovely West End pubs that sums up our current challenges as a sector.

“ ‘I have a full pub for the game, I’ve got 26 booked in’”.

Other operators described their frustration with social distancing and booking caps on social media.

Sarah John, director of Boss Brewing, wrote for The Morning Advertiser (MA)​ about the “stark reality” of trading restrictions during the games.

“I could have filled the bar four times over, hearing the tills ringing four-fold. Instead because of social distancing, no standing, and the rule of six, sadly 24 it is,” she wrote.

Related topics: Sport

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