As the new football season gets underway and other major sporting occasions appear on the horizon, CGA by NIQ research reveals the big opportunities for LAD suppliers and manufacturers and how to capitalise on them.
LAD has delivered solid growth in the 12 months to mid-June, with sales by value in Britain rising 3.7% year-on-year. In a flat-to-declining market, it has comfortably outperformed other big categories like wine (down 2.9%) and spirits (down 2.0%).
In all, LAD has accounted for more than half of all drinks revenue in Britain’s On Premise. Its share of sales is even higher in channels like community pubs (67.3%) and sports and social clubs (60.8%)—venues that are closely associated with live sport. Importantly, LAD’s distribution has also risen year-on-year in channels including bars and high street pubs, which are both popular among large groups watching sport.
As well as being widely available, LAD is very often the category of choice on sports-led occasions. More than 70% of what’s sold during sport-led occasions comes from LAD, and its Rate of Sale (RoS) is rising in most channels too—a sure sign that when sporting events drive footfall, most consumers turn to beer and cider.
Live sport is the fastest-growing occasion for On Premise visits in both Britain and Ireland at the moment, with 25% of British consumers going out for this reason—which means LAD’s opportunities are set to rise even further in the months ahead. CGA by NIQ’s unique combination of intelligence provides deep and actionable insights into how consumers engage with LAD and what’s needed to generate brand trial and loyalty.
Here are five of the big opportunities that should be part of any suppliers’ strategic reviews for sporting events in Britain and Ireland:
1 Target the right sports and demographics
The first step to growth in live sports is understanding who is watching what. Football is comfortably the most popular sport, and it’s watched by 79% of those who go out for sporting occasions—and there are smaller but significant followings for boxing (21%), tennis (19%), Formula 1 (18%) and rugby union (15%). In Ireland, interest in rugby union is twice as high at 33%, and traditional sports like Gaelic Football (25%) and hurling (20%) have big followings too. Sport’s audiences tend to be young, and around a quarter (24%) are aged 25 to 34. This figure has risen by 6 percentage points year-on-year, so it’s crucial that brand activations engage this cohort.
2 Adapt to category trends
It’s also vital to track the changing preferences of LAD consumers on sporting occasions, and flex strategies and portfolios accordingly. Lager is still the top choice, with 39% of British consumers drinking it—but this is down by 6 percentage points year-on-year, and interest in craft has dropped slightly too. While these two sub-categories dominate, numbers choosing stout and fruit cider have both risen by 3 percentage points. In Ireland, stout’s long and close association with sport means it’s the second top pick after lager.
3 Focus on atmosphere and price
Consumers are primarily attracted out to live sport in pubs by their unique ambience. Nearly half (45%) say they prefer the atmosphere of pubs, while the same number (45%) think they provide a more sociable experience. When it comes to factors in drinks choices, price is the top influence in both Britain and Ireland—but the quality of brands, availability of favourite brands and staff recommendations are all powerful too. This means it’s crucial for suppliers and operators to work together to optimise ranging, pricing and promotions.
4 Help drinkers experiment
Growing interest in these sub-categories highlights the scope to innovate—especially as sports fans are ready to experiment. OPUS shows 56% of consumers are more likely to try new drinks brands when out to watch live sport than on other occasions, while more than half of those in Britain (58%) and Ireland (56%) are more likely to pay extra for a better quality drink. Marketing campaigns that recruit customers like these will be essential for long term growth. There’s a lot of spontaneity at play too, as 41% of consumers know what category they will drink before entering a venue for live sport, but not the specific brand. This makes the visibility of brands key—not just in venues but before match days too, especially on social media.
5 Plan for the big events
CGA by NIQ’s data shows nearly three quarters (72%) of consumers only focus on important sporting events, so it’s important to develop compelling strategies for blockbuster competitions like the Premier League, as well as major tournaments—not just in football but in sports like rugby, tennis and cricket. For many venues and LAD brands, the World Cup in the US will be the focal point of activity in 2026.
CGA by NIQ’s expert analysis of LAD trends and sporting occasions reveals many more ways to generate extra sales—including by increasing dwell time and maximising spend after games have finished. The suite of sales measurement and consumer research solutions, complemented by the exclusive PubTrack tool, provide a holistic view of the LAD category in the On Premise across Britain and Ireland, helping suppliers optimise their strategies by channel, segment, region and more. To learn more, contact the CGA by NIQ team.
