Almost 7m pints to be sold during England v Denmark
The forecast comes from the British Beer & Pub Association (BBPA), which predicts a total of 9.7m pints could be sold today (Wednesday 7 July), with 6.8m sold during the semi-final itself, on average more than 75,000 pints per minute.
This would be a figure close to 12m pints had ‘freedom day’ not been delayed by four weeks from 21 June to 19 July, the trade body highlighted.
Operators have bemoaned restrictions including mandated table service, capacity limits and rules banning singing and dancing which have limited matchday experiences during UEFA Euro 2020.
Cost of restrictions
Covid measures will cost pubs during tonight’s match to the tune of £6.5m, with the BBPA predicting that 1.7m less pints will be sold during the game than if restrictions had already been eased.
England will go up against Denmark tonight (7 July) at 8pm in front of 66,000 supporters at Wembley stadium, after victories against Ukraine and Germany.
Previous England games have seen a boost to pubs’ drinks sales with sales of Jägerbombs and Smirnoff shots sky rocketing.
The trade has shared their excitement for the game on social media, with some operators running ticketed events in order to comply with Covid capacity guidelines.
We estimate England fans will buy over 6 MILLION pints during the semi-final match against Denmark ⚽
— British Beer & Pub Association (@beerandpub) July 7, 2021
In total, we think 9.7 million pints could be sold today
If England win, a final at Wembley awaits, which would be a huge boost to our pubs
Come on England! pic.twitter.com/vjz8sBbnTi
Excited? Nervous? We’ve got you covered for a pre game pint. #EURO2020#ENG#DEN#ENGDEN#kingsarmsse1#pregame#ComeOnEnglandpic.twitter.com/Cs0BcvmfI1
— The Kings Arms (@thekingsarmsse1) July 7, 2021
However, the BBPA said their numbers were further evidence of the devastating impact of the pandemic on the pub sector and called on the Government for long term support.
Come on England
BBPA chief executive Emma McClarkin said: “With England fans’ support, we hope that pubs will sell 6.8m pints during the semi-final match. If the team goes on to win, a final at Wembley awaits, which would be a huge boost to our pubs and the nation. Come on England!”
The trade body has put its support behind a new Long Live The Local Campaign which is pushing for reform of VAT, beer duty and business rates.
McClarkin added: “After a long wait, the pubs we love should be restriction free from July 19th. Only when the restrictions are removed can our pubs recover, but to do so they need Government investment to build back better.”
