Leicester City’s Premier League triumph has been the sporting story of the year—and it has had a big impact on the city’s licensed trade too.
Data from CGA Peach’s Trading Index shows that drinks sales rocketed on the dates of key games in Leicester’s season. On Saturday 1 May, when Leicester drew with Manchester United to move closer to the title, wet sales in bars were up by 569% on the average Sunday, and in wet-led pubs by 257%.
The next day, Monday 2 May, saw Leicester secure the trophy when Tottenham failed to win their match—a game that was watched by many people in Leicester’s pubs. On this day, wet sales in bars and wet-led pubs were up by 246% and 220% respectively on the Monday average. Food sales received a boost too, rising by 227% in dry-led pubs and by 161% in bars.
The effect continued beyond these two key dates. On Saturday 7 May—the day of Leicester’s first game as champions—wet sales were up by 241% in bars and by 131% in wet-led pubs compared to the Saturday average. Even sharper upswings could well have been seen earlier this week, when Leicester’s team paraded the Premier League trophy through the city.