Figures from CGA by NIQ showed performance across the competition peaked on days when England played, compared with the average equivalent day in the year-to-date.
In addition, spirits sales rose significantly on most matchdays and exceeded the uplift for the Long Alcoholic Drinks (LAD) category, which is more commonly associated with live sport.
However, the data unveiled the biggest boost for operators during the Six Nations came during the penultimate weekend of the event, when England won 47-24 against Italy on Sunday 9 March.
According to CGA, drinks sales in venues showing the game were up 28%. Wet sales also rose by 17% on Saturday 8 March, when Ireland, Scotland and Wales all played.
Long Alcoholic Drinks (LAD) and spirits sales were up 31% and 29% across the weekend, and there was a 23% jump for soft drinks during the tournament’s fourth round.
Biggest uplift
The third round of the Six Nations provided the second biggest uplift in wet sales for pubs, with England, Scotland, Wales and Ireland all playing on Saturday 22 February.
Venues showing the matches saw wet sales soar by 21%—far higher than the figure of 8% for venues not screening games. LAD growth (up 21%) just topped spirits (up 19%)—partly attributed to the unseasonable warmer weather on this day.
The opening weekend, between Friday 31 January and Saturday 1 February, saw France win 43-0 against Wales, Scotland triumph 31-19 against Italy and Ireland beat England 27-22.
On the Saturday, the England game delivered an uplift of 18% in total wet sales against the average day of 2025.
This was eight percentage points higher than the 10% for venues that didn’t screen games that day. Spirits sales soared 31% compared with 17% for the LAD category.
Round two saw the lowest uplift in wet sales, rising 8% and 3% on Saturday 8 and Sunday 9 February respectively.
Again, the benefit for spirits (up 14%) was double the size of the LAD category (up 7%) when England played on the Saturday.
Meanwhile, sales of the final day of the tournament, Saturday 15 March, were in line with the third and fourth rounds, with a 16% jump in venues showing games compared with 5% those that did not.
Tough start
However, with the day coinciding with early celebrations for St Patrick’s Day, some venues might have expected a bigger upswing—especially in the LAD category, where sales ran 17% ahead across all venues.
According to CGA, two in five (40%) consumers in Britain now watch events in pubs and bars—a three percentage point increase year-on-year.
Rugby union was also found to be the second favourite sport to watch in the on-trade, behind football.
These sport-watching consumers are among the highest-spending users of the on premise, with more than a third (37%) watching live sport at least once a fortnight. CGA’s research in Ireland shows rugby has a similarly high appeal there.
CGA by NIQ client director Violetta Njunina said: “After a tough start to the year for drinks sales, the Six Nations has been a game-changer for many operators, brands and suppliers.
“The big boost to spirits is particularly welcome, and it’s hopefully a sign of a stronger performance to come over Spring and Summer.
“The numbers are another reminder of the appeal of major live sporting occasions to consumers, who are as eager as ever to enjoy the special watching experience in pubs and bars.
“Understanding guests’ shifting tastes and behaviours is essential if suppliers and venues are to take full advantage of the opportunities that will be available on other big matchdays throughout 2025.”
