New data from real time market intelligence firm Oxford Partnership, based on draught volume metrics powered by VIANET, showed sales in pubs dropped by 4.6% between Saturday 22 and Sunday 23 February, the third week of the 2025 Six Nations.
The contrast was partly due to the Carabao Cup Final being played during the same period last year, skewing direct comparisons, Oxford Partnership said.
Saturday 22 February saw Ireland beat Wales 27-18 as well as England win against Scotland by one point for the Calcutta Cup.
Meanwhile France triumphed over Italy on Sunday 23 February, winning the game 73-24.
Standout performer
Despite a decline in overall sales, trade was up 14.8% against an average weekend in 2025.
Strong sales were observed on both the Friday and Saturday, driven in part by the Six Nations matches, with figures up 13.9% and 20.6%, respectively, compared to 2025 averages.
Over the weekend, 21.8m pints were sold in pubs across the country, with each venue serving an average of 577 pints and generating approximately £2,897 in revenue.
It marked an additional 75 pints per pub, up 14.8% compared to an average weekend in 2025, with Scottish fans leading the charge followed by English and Welsh fans.
This comes as more than 16m pints were poured in pubs during the tournament’s opening weekend, Oxford Partnership reported.
Stout again emerged as the standout performer, experiencing a 12% year-on-year growth and accounting for 16.6% of all draught sales.
The premium lager segment struggled, showing a 19.1% downturn year-on-year, as all beer categories faced overall sales reductions compared to 2024.
However, world lager has now become the largest draught category, reinforcing the ongoing trend of premiumisation within the market, according to Oxford Partnership.
Economic pressures
Footfall in pubs increased 3.6% across the weekend, with Friday and Saturday seeing notable rises of 4.6% and 5.7%, respectively.
During the England vs. Scotland match, footfall spiked by 27% in venues broadcasting the game.
The most significant footfall gains were recorded in suburban and rural areas, whereas Sunday saw a decline as consumers became more selective about their outings, influenced by rising costs.
The average visit duration stood at 158 minutes, reflecting a slight 0.5% decrease. Rural areas experienced the most considerable drop in visit length (1.2%), while city centres saw a marginal decline. Suburban venues remained stable in terms of visit duration.
Oxford Partnership CEO Alison Jordan said: “The Six Nations continues to be a key driver of pub sales, proving that major sporting events are essential for sustaining footfall and engagement.
“Despite economic pressures, fans are still making their way to pubs to enjoy the atmosphere, and we expect strong performance as the tournament progresses.”
