And, according to insights expert Oxford Partnership, most pleasing was the increase in footfall as the three rugby fixtures enticed 27% more customers to visit. And with back-to-back games on Saturday, customers were encouraged to stay in-site 37 minutes longer.
Overall, the average pub enjoyed draught sales of almost 688 pints over the weekend, which resulted in an extra 133 pints driving an additional £538 cashflow for cash-strapped licensees.
England sees greater pint uplift
England fans drowned their sorrows with an extra 134 pints consumed per venue, while Scottish fans – with much to celebrate with the 29-23 Calcutta Cup win over England at Twickenham, saw an uplift of 127 pints per venue.
Wales, who were beaten heavily by Ireland 34-10 in Cardiff, followed with 98 extra pints per venue.
The other fixture, which took place on Sunday, saw Italy edged out by last year’s champions France 29-24 in Rome.
The Six Nations continues this weekend with the much-anticipated match-up between Ireland and France in Dublin on Saturday 11 February at 2.15pm.
Scots face Welsh
Following immediately afterwards at 4.45pm is a Murrayfield meeting between Scotland and Wales while England and Italy face off on Sunday 12 February at 3pm at Twickenham as both teams hope to notch their first victory of the tournament.
Last week, pub operator and brewer Greene King launched two limited-edition cask beers for February with one of those – Scrumdown – in tribute to the Six Nations tournament.
Scrumdown, a 4.1% ABV amber ale, has previously been released as a seasonal special, however, this year, the pump clip has been redesigned. Greene King said it is a “fresh, fragrant and easy drinking ale” adding it will be available through February and March for rugby fans.
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