Home Nation match days ‘great’ opportunity

By Amelie Maurice-Jones

- Last updated on GMT

Trade boost: Operators should capitalise on Home Nation games (Getty/ FG Trade)
Trade boost: Operators should capitalise on Home Nation games (Getty/ FG Trade)

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Pubs should “show it, see it, hear it” at Saturday’s World Cup quarter final after new data revealed an extra 136 pints are sold per venue on Home Nation match days.

England will face France on Saturday (10 December) in Qatar after beating Senegal. 

The research from Heineken also revealed consumer dwell time rises during Home Nation World Cup matches by 14 minutes, which gives time for an extra drink.

Jack Wignall, Category Development Manager at Heineken UK category development manager Jack Wignall said it was “great” to see the positive impact England’s performance was having on pubs – both from a sales and overall occasion perspective.

Sales soared by £425 on average during Home Nation games, and outlet occupancy increased by 31%.

What’s more, at these matches, world lager sales increased by 181%.

Extra drinks

Wignall said: “For home nation matches, we’ve seen consumers’ average dwell time rise by 14 minutes – time to get that extra drink at the bar! In fact, there is an opportunity to grow pub beer and cider sales by more than £500 during upcoming England matches.”

As the country approaches the big France versus England game on Saturday, he advised operators to “show it, see it, hear it.”

Occupancy increases by 31% simply by showing the game.

Great atmosphere

They could move screens to the most visible locations and make sure the commentary could be heard to create the right atmosphere for fans, for instance.

“There are still sales for the taking – before, during and after the match – offering a great opportunity for pubs as the nation comes together,” Wignall added.

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