Admiral sees 122% sales boost during England's first Euros game

By Rebecca Weller

- Last updated on GMT

Trading momentum: Admiral reports 122% uplift in draught sales across Proper Pubs estate thanks to Euros (Credit: Getty/FG Trade)
Trading momentum: Admiral reports 122% uplift in draught sales across Proper Pubs estate thanks to Euros (Credit: Getty/FG Trade)

Related tags Admiral Sport Beer

Admiral Taverns has reported a 122% uplift in draught sales thanks the Euros 2024 tournament.

The pubco saw sales across its community focused division Proper Pubs more than double during England’s first match of the competition on Sunday 16 June, when they beat Serbia 1 nil, compared with the previous two Sunday’s.
Proper Pubs managing director Mark Brooke said: “It was fantastic to see such positive trading momentum across the estate during England's first match of the 2024 Euros.

“Initial figures from Proper Pubs show an impressive 122% uplift in draught sales during the game versus the previous two Sundays which stands testament to the hard work of our operators across the country making sure their pub acts as the go-to social hub to celebrate the tournament.”

Big differences 

Moreover, the British Beer & Pub Association (BBPA) predicted there could be up to 5m additional pints served during England’s next game against Denmark on Thursday 20 June, equating to an extra £24m in sales.

BBPA chief executive Emma McClarkin said: “The Euros are already providing a huge uplift in extra trade for pubs as football fans know that there is no better place to watch live than down their local.”

However, McClarkin added the tournament bought the “big differences” between beer duty paid between the competing nations “into focus”.

“English and Scottish fans by far pay the most. I urge everyone to enjoy the match, cheer on England and enjoy a refreshing beer”, she continued.

Meanwhile UKHospitality (UKH) said pubs and bars could see an £800m boost if England progress further into the competition and are victorious later this summer.

Filling pubs

In addition, the trade body estimated two in five Brits planned to watch the football in pubs and bars, with beer sales growing 14% on match days.

UKH chief executive Kate Nicholls said: “The nation is set to be gripped by the Euros, with fans filling our pubs and bars to cheer on the home nations.

“Outside of being at the games in Germany, we know the pub is the number one place to watch live sport.

“The group stage alone could provide an additional £340m in sales, but England lifting the trophy could see almost a billion-pound boost for our pubs – adding just one more reason to get behind the Three Lions.”


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