15m pints expected to be sold during England game

According to the British Beer & Pub Association (BBPA), this is 5m more than normal and equates to an additional £22m to the sector.

Before the football tournament took place, the trade body conducted a survey, which founded the World Cup was expected to increase business by 10%.

Furthermore, according to data from CGA, mid-week games have also boosted trade as the England v Iran game saw a 62% rise in beer sales – the equivalent of 3m more pints worth almost £12m.

Tough year

BBPA chief executive Emma McClarkin said: “Pubs were hoping for a boost to business during this World Cup and so far, the beer has been flowing and fans have been showing up to cheer on England.

“The tournament has been filling up pubs on days that otherwise might be quieter and we are hoping that trend continues in the next couple of weeks.

“It’s been a tough year for our industry and we know people are feeling the pinch but we’re really hoping fans continue to turn out to support two great British institutions by toasting to the Three Lions at their local pub.

“We’ll be keeping everything crossed this Sunday because when England do well, so do our pubs.”

Previous game

This followed an estimated 9.2m pints having been poured during England v Wales​ earlier this week (Tuesday 29 November).

Market intelligence business The Oxford Partnership worked this out to be 300 pints on average at every pub, equating to an additional 136 pints against a typical Tuesday trade.

Volumes on Tuesday exceeded the previous four Tuesdays by more than three quarters (84%).

When it came to individual beer categories, world lager saw a 181% rise and stout volume sales rose by 80%.