“With more than £40m in additional sales for the England semi-final match alone, the Euros have been a godsend for the beer and pub sector in what so far has been a wet summer."
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England Euros Victory Worth£800M to Nations Pubs Pubs and bars could be set for an almost billion pound boost, if the Three Lions are victorious this summer. As the tournament kicks off, new analysis from leading trade body UKHospitality estimates the group stage alone will generate an additional £340m in sales for hospitality venues across the UK, rising to £800m if England win the tournament. Two in five Brits planning to watch the football will do so in pubs and bars, with sales of beer increasing by 14% on matchdays, according to CGA by NIQ. Kate Nicholls, Chief Executive of UKHospitality, said: “The nation is set to be gripped by the Euros, with fans filling our pubs and bars to cheer on the home nations. “Outside of being at the games in Germany, we know the pub is the number one place to watch live sport and hospitality businesses can’t wait for the tournament to begin. “The group stage alone will provide an additional £340 million in sales, but England lifting the trophy could see almost a billion pound boost for our pubs – adding just one more reason to get behind the Three Lions.” Read More:
England Euros Victory Worth£800M to Nations Pubs
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Guinness Six Nations Lifts 2024 Draught Beer & Cider Sales Pre-tournament favourites, France and Ireland, kicked off the 2024 Guinness Six Nations in some style – with Ireland claiming a historic win. In other games, England achieved the narrowest of wins against Italy. And Scotland, having romped to a 27 point lead, survived an incredible 26 point second half Welsh comeback by a solitary point. Off the pitch, draught beer and cider sales were -7.3% over the Friday to Sunday vs. 2023, although this comparison isn’t strictly fair as we see games on Friday & Saturday in 2024 vs. Saturday & Sunday in 2023. The positive news is that the weekend drove +6.6% increase in sales vs. the other weekends in 2024 so far. Turning to category performance, the big winners over the weekend were the more traditional winter drinks (Stout & Ale). Stout is the biggest winner and is driving category growth +7.5%. 2024 also sees the Premiumisation trend continuing unabated with World Lager overtaking Core Lage as the bigger category. The biggest categories to lose out are Premium Lager -15.1% and Core Lager -13.8%. Average consumer dwell time grew at a total level to 134 mins vs. 131 mins in the same week last year (+2.3%) with City Centres driving the highest growth +2.3%. With all locations benefitting from an increased consumer visit length vs. 2023, with Suburbia outlets +1.5% whilst Rural saw a marginal increase +0.8%. Meanwhile, footfall is declining in line with volume -3.3% vs. 2023 driven by a strong decline on Saturday. Suburbia was worst affected with poor weather & the cost of living keeping consumers at home. City Centres were also badly affected by the ongoing rail strikes. Sunday continues to see increases across the board as we see consumers looking to go out, particularly for food as there’s no rugby to enjoy. Read More:
Guinness Six Nations Lifts 2024 Draught Beer & Cider Sales
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Not The Result We’d Hoped For – But A Storming One For The On Trade Sadly, yet again, it is not coming home this time. Unfortunately, England faltered in the final to a stunning Spain but all was not lost as sales soared +90% compared to 2023 and an incredible +76.3% compared to an average Sunday in 2024. Pubs were packed from late afternoon anticipating a long evening ahead, but as the final whistle blew, the extended opening hours were sadly not needed for celebrations. Spain’s Mikel Oyarzabal broke every English heart when he shot Spain ahead in the dying minutes of the game, as fans sank 17.5 million pints on Sunday which is +90.1% compared to the same Sunday in 2023 and an additional £950 in revenue terms for publicans. The average pub served 462 pints of Draught Beer & Cider which is +90% vs. the same Sunday in 2023 which generated an additional revenue of £950 for pubs vs an average Sunday in 2024. Not only that but it surpassed the first England game by a huge uplift of +41% in terms of pints sold with +219 Extra Pints (+90.1%) Sold Per Pub vs. 2023 in England and +200 Extra Pints (+76.3%) Sold Per Pub vs. an average Sunday in 2024. We can see from the heat map of sales that North West & South East produced the hottest sales with +100% more than the average sales in the country. That said, all regions of England were up as the fans celebrated from the North to the South, with again the Midlands showing a slightly dampened enthusiasm, as they did for the Semi Final. This was in sharp contrast yet again to the two home nations with no interest left in the tournament with Wales -80% and Scotland -66% compared to the average. Overall, footfall grew +40.2% not surprisingly peaking between 9pm – 10pm with a stunning uplift of +44.5%. All locations were up with Suburban outlets having the highest increase in footfall of +42.5% compared to an average Sunday in 2024. City Centre locations also saw a BIG increase of +38.1% again peaking at 10pm which saw a rise of +45.5% Overall, Beer & Cider performance was up +90.1% driven by EVERY category. The biggest winner was WORLD LAGER up an impressive +148.3% followed by World 4% up +130%, Premium Lager up +114.3%, Fruit Cider rising by +105.7% and Stout up a substantial +105.3% vs. the same day in 2023. Ale, Core Lager, Apple Cider and Craft all under indexed versus the phenomenal overall Draught Category performance but were still ahead of 2023, so a great result across the trade. Alison Jordan, CEO of Oxford Partnership, comments: “Sadly, that was a really tough watch for all the England fans but at the very least, it gave the On Trade an enormous boost on what would have been a typically sleepy (and not very sunny) Sunday evening in July!” Read More:
Not The Result We’d Hoped For – But A Storming One For The On Trade
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When England reached the last sixteen back in 2021, weekly sales grew by +3.6% - so how did Sunday’s sales compare? Even better is the really good news! All eyes turned to England on Sunday’s key game versus Slovakia when we saw a staggering 11.4 million pints sold as pubs benefitted from extra time after Jude Bellingham’s spectacular overhead kick revived not just the team's hopes, but also pubs across the country, with the prospect of a quarter-final against Switzerland at 5 pm this coming Saturday. This resulted in an average uplift of +55 pints per pub (vs. 2023) and an additional +£261 in the till. England’s last-minute equalizer against Slovakia saw draught Beer & Cider sales grow by +22.4% vs. 2023, as 30 mins of extra time and the hopes of a nation keep consumers in outlet for longer as the nail-biting knockout game played out. Download the latest report: https://bit.ly/4eJnAM3 #ontrade #hospitality #beernews #euros #analysis #realtime #teamoxford
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Sun Shines On Drinks Sales In Solid Fortnight For Pubs And Bars Warm weather and the Rugby World Cup have helped operators and suppliers end September and start October in robust year-on-year growth. CGA by NIQ’s Daily Drinks Tracker shows average sales in managed venues in the final week of September were +8% ahead of the equivalent week in 2022. That was followed by year-on-year growth of 4% in the following week to last Saturday (7 October). Daily sales fluctuated in line with the temperatures and the dates of big matches in the World Cup and other sporting competitions. There was particularly notable growth on Sunday 24 September, when games for Scotland and Wales and Premier League fixtures triggered a year-on-year uplift of 16%, followed by double-digit increases on Monday and Tuesday (25 and 26 September)—though sales tailed off towards the end of the week. Sales climbed in line with the temperatures over the first week of October, with growth peaking at 6% and 7% on Wednesday and Saturday (4 and 7 October)—the latter benefiting from temperatures in the mid-20s and England’s World Cup fixture against Argentina. The warm weather made it a good fortnight for the Long Alcoholic Drink (LAD) category. Cider sales were up by 16% and 9% in the last week of September and first week of October respectively, with beer not far behind at +12% and +7%. Wine (+7% and +4%) and soft drinks (+5% and +3%) were in decent growth too, though spirits (flat and -5%) were in the red. “It’s good to see drinks sales growth holding up well with inflation as we start the final quarter of 2023,” says Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland. “The unusually warm weather has helped pubs and bars to claw back at least some of the sales they missed over a dismal summer of weather, and the Rugby World Cup has delivered further valuable growth for LAD brands. It’s very clear that consumers remain as eager as ever to drink out despite ongoing pressure on disposable incomes, and that bodes well for the all-important festive season.” Read More:
Sun Shines On Drinks Sales In Solid Fortnight For Pubs And Bars
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Match number one: Scotland vs. Germany June 14th From the story below: "Official travel guidance published by the Foreign, Commonwealth & Development Office (FCDO) has urged supporters to “drink responsibly” as drunk fans run the risk of being barred from stadiums. It said: “Beer can be stronger than in the UK, so drink responsibly, know your limits and respect local laws. You may not be let into the stadium if you drink too much.” The average strength of lager and ale in the UK is around 4.4%, according to Drinkaware. But beers in Germany are often 4.7% to 5.4%. The FCDO report adds that around 500,000 Britons are expected to travel to the tournament, which will be held across 10 German cities from June 14 to July 14." Read "England and Scotland fans warned German beer is stronger ahead of Euro 2024" on SmartNews: https://lnkd.in/eNDpriBH
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Sports has always been a great partner with drinks brands. Clever opportunities being used to market zero% alcohol and, there's been a trend towards sustainability in sports sponsorships. Beverage brands are increasingly promoting their environmental initiatives through sports sponsorships, aligning with eco-friendly practices and sustainability in sports events. Great partnership by DIAGEO. #brandsponship #AlcoholBrands #sport #digitalmedia
Guinness had yet another huge moment today, as we announced its first-ever global partnership in football as the Official Beer of the Premier League. It was a pleasure to meet Premier League Chief Commercial Officer Will Brass and Gary Neville today, to hear about the community of football and why this partnership is the perfect pairing. With Guinness already having such a successful year, our Diageo teams around the world are now incredibly excited for the kick-off of the 2024/25 season, seeing our iconic Guinness brand partner with the most watched football league on the planet. Congratulations to both teams from Premier League and Guinness! Richard Masters, Grainne Wafer, John Kennedy, Stephen. O'Kelly
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Messi fever in Miami: good for the economy hopefully good for the Florida Craft Beer Industry. There are two things I want to draw attention to with this clip: 1) I don't care for beer being referred to as 'suds' no reason in particular. 2) Multiple taprooms and one brewery: Prison Pals, like many breweries across the nation and in Florida has multiple taprooms all fed from one main brewery location. With the way laws are currently structured in Florida: they have to buy their own beer back from a distributor. Unfortunately could mean less money to reinvest in this growing business (and industry) and a more expensive pint. Currently the Florida Brewers Guild is working to address issues holding back the craft beer industry in the state but, as with all things: it's going to take time, patience, and a lot of help contacting our local legislators and asking simple questions like: 1. Why can't breweries distribute their beer to without an unnecessary middle man? (already allowed in 37 other states) 2. Why are the laws written so that lifelong contracts are required between distributors and malt beverage manufacturers? (no other industry has this provision or requirement) 3. Why are licensing fees stuck at a "one size fits all" approach and not based on production? Simple questions with a simple answer: Clean up the laws and get outdated legislation out of the way of our local economy (and get some cheaper beer!) What we need right now are a lot of people to step up and be the 'Lionel Messi' for Florida Craft Beer. To see how you can help or to reach out to a member of the Florida legislature please visit: https://lnkd.in/eK33tbVx
How has Messi coming to Florida impacted the economy?
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Hail Glorious St. Patrick For A Strong Weekend Across the UK On Trade The UK on trade benefitted from a strong St Patrick’s weekend of sales helped along by the final matches of the Guinness Six Nations tournament. The celebrations for the St Patrick’s Day weekend started on Friday and continued through to the day itself on Sunday the 17th with sales across the 3 days up +3.3% versus the same weekend in 2023. In addition to this, the weekend was +11% up versus every other weekend in 2024 thus far, which was a real result for the hospitality industry that has struggled to see any real momentum as yet this year. The weekend drove a total of 27m pints of draught beer and cider with c.4.5m pints of stout consumed across the 3 days. Overall, the trade saw strong growth in Ale, Cider, Stout and World Lager as consumers celebrated the ‘craic’ with friends and family. The average pub served 1,077 pints of Draught Beer & Cider over the course of the weekend, equating to a £3,301 income generator. This was an extra +106 pints sold per pub versus an average weekend this year. Last year, St Patrick’s Day fell on the Friday and became one of the biggest sales days of the year - this year we saw Saturday driving the highest sales as many outlets capitalised on both the Super Saturday of the Six Nations finale along with many St Patrick’s Day events. England had the thirstiest fans drinking an extra 126 pints, with Scotland a steady second drinking an extra 96 pints but Wales fans had clearly given up on the tournament and drank 72 pints less than average. Overall footfall to pubs grew in line with volume with the weekend +2.9% vs. 2023 driven by strong increases on Saturday & Sunday. Saturday saw growth in City Centres and Suburbia as groups gathered for St Patrick’s Day and the Rugby, whilst Sunday was all about Rural & Suburban areas. People stayed even longer with the average consumer dwell time growing at a total level to 135 mins vs. 131 mins in the same week last year (+3.1%). City Centres and Suburbia benefitted the most, as all locations grew consumer visit length over the weekend. Oxford Partnership’s CEO, Alison Jordan, commented: “The weekend’s sales were a great result for the On Trade and exactly what the hospitality sector needed – here’s hoping the Easter weekend will continue this trajectory and show equally strong results.” Read More:
Hail Glorious St. Patrick For A Strong Weekend Across the UK On Trade
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Football clubs shouldn't underestimate food and beverage revenues. Why? The case of FC Twente. 👉 Twente earned more money in one season from selling beers and fast food at the stadium than from player transfers. ✅ F&B revenues ▪ Food and beverage: €10.5m ▪Cost of production: €4.5m ❗ Net profit f&b: around €6m 🔺 Potential reason In the Netherlands, all restrictions on the sale of beer at stadiums have been lifted since 2018. ✔ Fans can buy the drink in a disposable plastic cup of a small volume: the “anti-vandal” cup. ✅ The stadium ☑ De Grolsch Stadium: 30,000-seat ☑ Stadium sponsor, Grolsch International B.V.: Dutch brewing company founded in 1615 in Groenlo. ✅ Transfer Market ☑ Player Trading Balance ▪ 22/23: €7.1m ▪ 21/22: €-0.2m ▪ 21/22: €3.2m ✅ Final thoughts Among revenue streams, food and beverage sales at stadiums are often underestimated. However, the case of FC Twente demonstrates that F&B can significantly boost a club's finances. 👉 By investing in this area, clubs can enhance their financial stability and improve the matchday experience for fans. ❓ Is food and beverage one of the areas with the most potential for development for the football club? #footballbusiness #linkedinsports #sportmanagement data: transfermarkt; 777score
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