The UK’s win over Mexico proved a hit for many of the UK’s pubs and hospitality venues as many opted to stay open for the match after receiving an easement on licensing rules from the UK Government.
Data from Heineken UK from its managed operator pubs, showed sales values up 67% year-on-year, with beer and cider sales both performing strongly. Cider sales were up 127% year-on-year, lager rose 76%, and stout increased 44%.
Within lager, Cruzcampo led the way, with value sales up 127% year-on-year in like-for-like accounts, followed by Birra Moretti at 91% and Heineken at 80%.
Cider also had a standout night, with Strongbow Dark Fruit up 116% and Inch’s Cider close behind at 111%.
According to data quoted in Beverage Daily sister title The Morning Advertiser Stonegate Group, the UK’s largest pub company, saw pubs across its estate pour more than 796,000 drinks, 355,000 more than a typical Sunday.
The British Beer & Pub Association (BBPA), which represents both UK pubs and brewers, said that almost six million pints were sold on Sunday night, the England vs Mexico match fuelling an extra 1.25 million pints being sold.
The figures from Oxford Partnership, also revealed that a third of pubs were able to take advantage of a relaxation in licensing rules.
Emma McClarkin, Chief Executive of the BBPA, said: “Pubs will now be restocking their beer ahead of the next England-Norway match because as every football fan knows, there is no better place than to cheer on the Three Lions than down your local.”
Transaction data from Square, the global payments company, revealed that on the night of England vs Mexico’s World Cup match transactions on pubs and bars between 1am and 3am on Monday morning, were up 367%.
Interestingly, between 3am and 5am, transactions rose 746% versus a typical Monday morning, roughly 55% above what even a Saturday night sees in those hours. The data also showed that across the full night (5pm Sunday to 5am Monday), transactions were up 33%, with roughly 41,000 extra transactions.
Meanwhile, UK supermarket retailer Waitrose said that it has been seeing no and low sales skyrocket by over 35% as fans swapped booze for booze-free alternatives ahead of the late-night clash with Mexico.
On its website searches for alcohol-free beer exploded by 200%, while mocktail recipe searches were up 19%.
The FIFA World Cup has not only fuelled drinks sales in those countries that are competing but among the hosts in 16 states in United States, Mexico and Canada.
Nearly a third of US residents have revealed that they planned to watch the games while 89% of them planned to make food and beverage purchases.
