Great weather and Rugby World Cup drive sales and dwell time

By Gary Lloyd

- Last updated on GMT

Last of the summer time: pubs enjoyed a sporting weekend with good weather (credit: Getty/itsskin)
Last of the summer time: pubs enjoyed a sporting weekend with good weather (credit: Getty/itsskin)

Related tags Sport Finance Oxford Partnership Property

A combination of great weather and the start of the Rugby World Cup at the weekend led to strong sales in the on-trade.

The sporting spectacle at the pub was also added to as England’s football team faced Ukraine in a Euro 2024 qualifying match on Saturday.

Sales at pubs and bars grew by 6.1% on Friday and Saturday (9-10 September) versus the previous week with a breakdown showing sales on Friday rose by 5.7% and were up by 6.5% on Saturday with an impressive 33.5m pints sold, according to data insights business Oxford Partnership.

The average pub served 934 pints of draught beer and cider, which equates to a strong £4,278 income generator.

Strong start to weekend

By far the biggest day was Saturday, which saw an additional 24 pints sold to consumers. Compared to an average weekend, a not unimpressive extra 13 pints were sold in every pub, which meant a strong start to the weekend.

Lager was the big winner driven by world and premium brands. Stout fell back for the first time as sales dropped by 8.6%.

Footfall and dwell time were highest in outlets with outdoor areas showing sport as consumers looked to enjoy the last of the warm weather without missing out on a Saturday packed with sport.

Sport drove impressive footfall increases, with Saturday up 11.6% and dwell time increased by 11 minutes to 128 minutes in total.

Outdoor areas

On-trade sites with outdoor areas saw impressive footfall gains, up by 10.6% on Friday with dwell time up six minutes to 123. Outlets with both outdoor areas and sport saw a whopping 17.4% rise on Saturday with dwell time increased by 12 minutes to 129 minutes in total.

Sadly, the rain and stormy weather came back with a vengeance on Sunday, which drove scores of customers back home and out of the pub which led to a downturn of 11.2%.

Oxford Partnership CEO Alison Jordan said: “The weather always makes a huge difference to on-trade sales and this year is no exception. Sports usually provides a trigger for sales hikes and this weekend’s Euros qualifier plus the start of the Rugby World Cup 2023 has not failed to deliver so far – as the group stages hot up, no doubt we will continue to see more sales growth.”

Related topics Sport

Related news

Show more


Follow us

Pub Trade Guides

View more

The MA Lock In Podcast

Join us for a Lock In