France were first play against Ireland on Thursday 5 February, followed by Italy v Scotland on Saturday 7 February.
England also played their first game of the 2026 tournament against Wales on Saturday 7 February.
New data from real time market intelligence firm Oxford Partnership showed pubs benefitted from increased footfall, longer dwell times and strong drinks sales during the opening weekend.
Between Thursday 5 and Saturday 7 February, rate of sale rose by 6.6% compared with the previous weekend, while sales were up 0.9% year-on-year versus the equivalent fixtures in 2025.
In total, 11.4m pints of draught beer and cider were sold, with the average pub serving 349 pints over the two days, generating an estimated £1,805 in income per venue.
Growing appetite
Welsh supporters led the way, driving the highest uplift and contributing an average of 86 extra pints per pub.
Footfall across the weekend was up 4% compared with 2025, outpacing volume growth and indicating stronger engagement in venues.
Thursday trading proved particularly strong, with visits up 7.2%, reflecting both fixture scheduling and growing appetite for midweek sports occasions.
Urban locations performed especially well, recording an 11.2% uplift in footfall, while city centres saw the biggest increase in dwell time.
On average, customers spent 163 minutes in venues across the two days, up four minutes year-on-year, representing a 2.5% increase.
Stout was the standout category, growing by 7.4% compared with last year, significantly outperforming the overall market, while Guinness emerged as the highest-selling brand, overtaking Carling.
World lager continued to dominate market share, with Cruzcampo recording the strongest rate of sale, as consumers increasingly favoured premium international brands over craft, core and standard premium lagers.
Strong benchmark
Oxford Partnership CEO Alison Jordan week one of the tournament set a “strong benchmark” of what is possible for the rest of the Six Nations.
“Week one of the Six Nations once again underlines the vital role major sporting events play in driving footfall, dwell time and revenue for pubs”, she continued.
“Selling over 11m pints in just two days shows the continued power of live sport to bring people together in venues.
“What’s particularly encouraging is that this growth isn’t just about volume, as customers are staying longer, spending more time in pubs, and increasingly choosing premium and world lager brands.
“In the current trading environment, where many operators are under significant cost pressure, these occasions provide a crucial opportunity to rebuild margins and confidence.
“Our data shows when the product, atmosphere and occasion align, consumers are still very willing to engage with the on-trade.”
