18.6m pints consumed in England v Switzerland quarter final

By Felicity Giles

- Last updated on GMT

(image: Getty/Henrik Sorensen)
(image: Getty/Henrik Sorensen)

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Sales of draught beer and cider increased by 37.5% on Saturday 6 July 2024 as a result of England’s quarter final game against Switzerland.

Sales were up 30% in comparison to an average Saturday so far in 2024, according to data from insights firm Oxford Partnership.

Some 18.6m pints were consumed during the England v Switzerland game with an additional 7.2m pints in comparison to the previous game which was against Slovakia.

Positive uplift

Trade experienced a significantly positive uplift with increased customer engagement due to the football. In contrast to 2023, drink sales improved with 491 pints of draught beer and cider served in the average pub throughout the UK, with extra revenue of £639 generated per pub and an additional 134 pints served comparatively to 2023.

Every draught category grew compared to in 2023, with stout up by 84%, fruit cider with an uplift of 58.3%, world up by 43.8% and world lager up by 44.4%.

City centres also benefitted by 5.8% with suburban outlet growth increased by 9.7% on Saturday. Rural areas also experienced a positive rise.

Hopeful for final

Dwell time on the whole increased by 9.8% driven mainly by rural outlets and suburban locations, with an average of 140 minutes per occasion. Suburban locations were up by 15.7% with rural outlets up by 13.1%.

Core lager, craft and apple cider were also ahead of 2023.

Oxford Partnership CEO Alison Jordan said: “What a result – for the team and the on-trade! Our data has shown us time and time again the huge uplift in sales the further the home team goes, so we are incredibly hopeful this England team can take it all the way to the final – what a boost that would be to the on-trade!”

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