World Cup sees drinks sales exceed inflation

Thanks in part to the 2022 FIFA World Cup ​Tournament, on-trade drinks sales were 16% ahead of the same week in 2021, the biggest year-on-year growth of 2022 so far and the first to have exceeded the current 11% rate of inflation.

CGA’s managing director, UK and Ireland Johnathan Jones said: “After months of modest increases well below inflation, the World Cup has delivered some very welcome real-terms growth.

Bright end to difficult year 

“Pubs, bars and suppliers will be hoping England can now go deep into the tournament and bring a bright end to a difficult year.”

The week’s two World Cup matchdays sent sales rocketing by 81% on Monday (21 November) when England and Wales played Iran and the US respectively, and by 41% on Friday (25 November), when those oppositions were switched. Other matches in the tournament helped too, with the remainder of the week in daily year-on-year growth of 2% to 3%.

Sales in pubs and bars were particularly buoyant across Wales, which took part in the World Cup for the first time in more than 60 years, with trade across the week up by 37% year-on-year, compared to 15% in England.

Consumers remain keen 

Category wise, Long Alcoholic Drinks (LAD) saw positive results alongside sales of beer up 27% and cider 35%, while soft drinks and spirits up 10% and 2% respectively, however wine sales saw a decline of 1%.

This comes as last week’s tracker ​showed sales were 3% ahead compared with last year in the seven days to Saturday 19 November, though they remained below the level on inflation for this week.

Jones added: “While inflation is impacting growth and profit margins are under strain, these figures show that consumers remain very keen to drink out in pubs and bars.”