'Super Saturday' sees 11.4m pints sold

By Rebecca Weller contact

- Last updated on GMT

Super Saturday: last weekends culmination of the Guinness Six Nations Rugby tournament sees 11.4m pints sold
Super Saturday: last weekends culmination of the Guinness Six Nations Rugby tournament sees 11.4m pints sold

Related tags: Sport, Beer, Six nations, Cider

Almost 11.5m pints of draught beer and cider were sold in pubs across the UK on Saturday 19 March as the nation cheered ‘Super Saturday’s’ culmination of the Guinness Six Nations championship, according to data from real time market intelligence business Oxford Partnership.

Saturday saw the final three matches of the Rugby ​tournament as well as an average pub serving of 436 pints​, an additional 6% volume compared to pre Covid data and a 22% increase in volume, in contrast to a non-rugby weekend.

Oxford Partnership chief executive Alison Jordan said: “While we have seen 2022 volumes surpass 2019 levels for the first time, the championship brings the trade together with its customers who are already feeling the increase in the cost of living.”

Welcome increases 

Earlier on last week, Saint Patrick’s Day (Thursday 17 March) had already provided a welcome increase in footfall​ and dwell times in the on trade, which were eclipsed by Super Saturday’s 20 minutes increase in dwell time to 146 minutes, with an 18% increase in occupancy compared to a non-rugby day.

However, Saturday’s pint performance, which generated an average income of £1,710, showed stark regional contrasts.

The Northwest, Midlands, and Northeast of England experienced increases between 15% and 23%,

While Wales, London and Scotland suffered decreases of 30%, 20% and 2%, with an uplift of 90, 82 and 62 extra pints consumed per venue on average across England, Wales, and Scotland respectively.

Further support 

Consumers ​largely enjoyed pints of stout, driven by Guinness ​sales which saw a 52% uplift, though sales of cider performed well as a result of the fine weather, followed by world beer​, with increased sales of 36% and 31%.

This comes as Chancellor of the Exchequer Rishi Sunak is expected to give his Spring Statement tomorrow (Wednesday 23 March) while the cost of living has been reported to be at a 30 year high, with pubs facing increasing costs​ across the board and hospitality trade bodies calling for further Government support for the sector.

Jordan added: “The Spring Statement provides a logical and timely opportunity for the Government to provide further support ​for the sector and the contribution it makes to the UK’s economy​.”

Related topics: Beer

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