England’s second group-stage match of the World Cup versus Ghana delivered another significant boost for the sector, with pubs and bars recording a 77% increase in draught beer and cider sales compared to a typical Tuesday.
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Despite the goalless draw on Tuesday (23 June), the fixture generated strong demand with 5.4m pints of draught beer and cider sold, which equates to an average of 170 pints per outlet and has generated circa £935 of draught income per pub.
The performance represented an additional 74 pints per venue compared to the average June Tuesday in 2025, according to the latest Market Watch analysis from The Oxford Partnership using Beverage Metrics volume data from Vianet.
England leads charge
England remained the clear driver of demand, with pubs in England selling an average of 173.8 pints per outlet, while Scotland and Wales also recorded positive uplifts as interest in the tournament continued to spread across the UK.
London delivered the highest rate of sale nationally, averaging 232 pints per outlet, while the east of England recorded the strongest growth as sales increased by almost 99% compared with normal Tuesday trading levels. Every English region experienced an uplift of at least 67%.
Lager remained the stand-out category with sales rising by 98.3% year-on-year. World lager proved particularly popular, increasing by 136.1% while cider sales surged by 121.2% as consumers sought refreshing serves during exceptionally hot weather. Notably, Asahi Super Dry, Cruzcampo, Estrella Damm and Stella Artois all recorded triple-digit increases.
The report also highlights the role played by the UK’s ongoing heatwave. Analysis of venues not actively promoting World Cup matches still showed sales increasing by 46.1% compared with a typical June Tuesday, suggesting exceptional weather conditions provided a significant additional boost to trading.
Customers staying local
However, urban and suburban venues recorded the strongest uplifts with sales increasing by 53.3% and 50.0% respectively, while city centre locations saw growth of just 18.6%. The figures suggest that during periods of extreme heat, consumers are more likely to socialise closer to home rather than travel into town and city centres.
The Oxford Partnership CEO Alison Jordan said: “England’s World Cup campaign continues to deliver a meaningful boost for the on-trade, with football and exceptional weather combining to drive consumers into pubs and bars across the UK.
“The results demonstrate the continued importance of major sporting occasions in generating footfall, sales and engagement for hospitality operators.
“The weather story is particularly interesting because it wasn’t city centres that benefited most. The strongest growth came from suburban and urban locations, suggesting consumers chose to stay local and make the most of the sunshine closer to home.”
