CGA by NIQ’s Daily Drinks Tracker shows sales on Wednesday (10 July) rocketed 75% above the equivalent day in 2023 as consumers flocked to pubs and bars to watch the game with friends and family. However, sales were down year-on-year on all six of the other days of the week—including by 6% and 15% on Friday and Saturday (12 and 13 July) after many consumers chose to wait for Sunday’s final before going out again.
Total drinks sales across the week to 13 July were 0.6% behind the same period in 2023—the On Premise’s first negative number since mid-June. Trading also suffered by comparison to the warm weather of July 2023, when beer gardens and terraces were much fuller.
As has been the case throughout Euro 2024, LAD categories performed best last week, with beer and cider sales up by 6% and 4% respectively. The three other main categories—wine (down 7%), soft drinks (down 7%) and spirits (down 10%)—all struggled by comparison with last year.
“England’s progress all the way to the Euro 2024 final has provided some bumper days for pubs, bars and beer and cider brands,” says Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland. “However, a flat week overall shows drinks sales around sporting events are not necessarily incremental, and that trading is often taken away from other days. It’s a reminder that many consumers are still keeping a very careful eye on their spending, even during big national occasions. With the tournament over, venues and suppliers’ hopes for year-on-year growth will now be pinned on long-overdue warm weather.”
“England’s progress all the way to the Euro 2024 final has provided some bumper days for pubs, bars and beer and cider brands,” says Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland. “However, a flat week overall shows drinks sales around sporting events are not necessarily incremental, and that trading is often taken away from other days. It’s a reminder that many consumers are still keeping a very careful eye on their spending, even during big national occasions. With the tournament over, venues and suppliers’ hopes for year-on-year growth will now be pinned on long-overdue warm weather.”
The Daily Drinks Tracker provides analysis of sales at managed licensed premises across Britain and is part of CGA by NIQ’s suite of research services delivering in-depth data on category, supplier and brand rate of sale performance. To learn more, click here, or contact Jonathan Jones, CGA by NIQ Managing Director, here.
