Oxford Market Watch data found pubs sold 5.7m pints of draught beer and cider on Wednesday 17 June, with the average rate of sale up 55.5% against a typical June Wednesday in 2025.
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The increase was equal to an additional 64 pints per outlet, rising to 68 extra pints per outlet in England.
London delivered the strongest regional performance, with pubs selling an additional 119 pints per outlet compared with normal June Wednesday trading levels.
Alison Jordan, chief executive of The Oxford Partnership, said: “Major sporting events continue to play a vital role in driving footfall and engagement across the hospitality sector.
“England’s opening World Cup victory created a genuine sense of occasion, encouraging consumers to come together in pubs and bars to enjoy the match with friends and family.”
Bar orders spike
Payment provider Dojo also reported a 330% spike in bar orders when the final whistle blew at 11pm, alongside a 150% increase in transactions during half time.
Charlie Ashworth, head of data and insights at Dojo, said: “England’s victory last night wasn’t just good news for fans, it was a huge win for pubs and bars too.
“The surge in spending shows how major sporting events can drive significant trade for hospitality businesses, as fans come together to celebrate these shared moments.”
Scotland boost
The trading uplift comes as Scotland’s World Cup campaign is also expected to deliver a major boost for pubs.
The Scottish Beer and Pub Association (SPBA) said Scotland’s opening match against Haiti, despite a 2am kick off, drove at least 380,000 extra pints, worth around £1.9m to pubs and bars across Scotland.
Tonight’s fixture against Morocco (19 June), which kicks off at 11pm, is expected to generate 520,000 extra pints, worth around £2.6m to the trade.
Paul Togneri, from the SPBA, said Scotland’s return to the World Cup had given pubs a “much needed welcome boost”.
He added: “With Friday night’s clash against Morocco starting at a much more pub friendly 11pm we expect an even bigger boost, with over half a million extra pints to be poured in pubs and bars across the country.
“That would be worth upwards of £2.6m to the trade, which is hugely welcome for venues still battling high costs.”
