The British Beer & Pub Association (BBPA) has estimated 4m extra pints could be sold during England’s 2026 FIFA World Cup match against Ghana this evening (Tuesday 23 June).
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According to analysis from the BBPA, the extra pints would be worth around £20m to the trade.
However, the trade body noted the tournament highlighted the disparity in beer duty between the two competing nations, with England fans paying 54p per pint while Ghana pay 44p.
Meanwhile, insights expert The Oxford Partnership revealed Scotland’s second World Cup match at 11pm on Friday (19 June) against Morocco saw a 50% lift in draught sales at pubs north of the border.
The business’s Market Watch data showed Scottish pubs sold an average of 285 pints per outlet during the fixture, representing growth of 49.6% compared with benchmark trading levels.
Fantastic boost
On the potential for England pubs, BBPA CEO Emma McClarkin said: “England’s victory against Croatia gave pubs a fantastic boost and long may this continue.
“With Tuesday night’s clash against Ghana we’re expecting a similar boost to last Wednesday’s game, which would be worth upwards of £20m to the trade.
“This is hugely welcome for venues still battling high taxes and costs and shows how you can’t beat the pub when it comes to watching live sport.
“Government can further support our pubs and brewers by cutting beer duty to the European average so we can keep a pint affordable for all.”
This comes after England’s opening World Cup win over Croatia delivered a midweek sales boost for pubs and bars.
Strong regional performance
Oxford Market Watch data found pubs sold 5.7m pints of draught beer and cider during the game on Wednesday 17 June, with the average rate of sale up 55.5% against a typical June Wednesday in 2025.
The increase was equal to an additional 64 pints per outlet, rising to 68 extra pints in England.
London delivered the strongest regional performance, with pubs selling an additional 119 pints per outlet compared with normal June Wednesday trading levels.
Meanwhile, 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.
