Almost 300m pints predicted to be poured during Euros

By Rebecca Weller

- Last updated on GMT

Euros 2024: BBPA says pint sales could inject £1.4bn into the on-trade (Credit:Getty/Wasan Tita)
Euros 2024: BBPA says pint sales could inject £1.4bn into the on-trade (Credit:Getty/Wasan Tita)

Related tags Bbpa Beer Sport

Upcoming UEFA Euro 2024 tournament could see 300m pints sold across the sector, figures from the British Beer & Pub Association (BBPA) have revealed.

The BBPA has predicted almost 300m pints could be sold across the on-trade during the 31 days of the tournament, equating to £1.4bn in turnover. 

However, the trade body added if England were to progress to the final the total figure for pubs could be even higher.

This comes as the latest data from the Office for National Statistics (ONS) estimated the price of a pint of draught lager in pubs had increased by 4.6%​ in the year to April 2024, rising to from £4.52 to £4.75.

Meanwhile data from digital payment solutions providers TakePayments forecasted 18,000 pints could be consumed per day during the games, with an average spend of £74.25 per person.

Major tournament 

London came out on top in terms of estimated spend on beer per person at £120, according to TakePayments, followed by Manchester at £92 and Southampton at £91.

Nottingham, Newcastle and Portsmouth were among the lowest predicted spend per person at £73, £74 and £82 respectively.

Last month the Government confirmed pubs would be permitted to stay open until 1am​ if England or Scotland make it to the semi-finals or finals of the Euros​ later this summer.

Kicking off on Friday 14 June in Munich, the competition will run until Sunday 14 July, with host nation Germany set to play Scotland on the first day of the games while England’s first match will take place two days later, on 16 June, against Serbia.

The semi-finals are then set to take place on Tuesday 9 July and Wednesday 10 July while the final is scheduled for Sunday 14 July.

In addition, the tournament will mark the first major men’s summer football event without restrictions since 2018.

Increase awareness 

Searches for venues live screening the matches have also seen a surge, with bookings platform DesignMyNight and software provider Access Hospitality having received more than 60,000 search requests at the end of last month.

DesignMyNight head of brand Katie Kirwan said the tournament offered a “great opportunity” for all types of venues to increase footfall and advised operators to plan their marketing ahead of time to help maximise space and plan staffing levels.  

She added: “Ensuring your venue appears in Google searches of your town or city is one of the best ways to increase awareness.

“It is also vital customers know what you’re offering during the tournament – whether its installing a new big screen, additional seating, creating an outside viewing area or taking bookings in advance.
“Communicate via a personalised email marketing campaign targeting either your existing customer base or those who’ve visited you for other sporting events, making the email campaign as personal as possible.

“Consider taking deposits or pre-payments for larger parties to avoid no-shows or offer packages and bundles to pre-order to help with stock planning or run ticketed events for matches.”

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