The first three rounds of the Six Nations tournament has helped to lift drinks sales in managed venues by +33% in venues showing sports, compared to the previous four weekends in 2022. Across drinks categories, Long Alcoholic Drinks (LAD) benefitted the most, up +37% compared to the general uplift across all venues of +30%.
Within the LAD category, the most popular draught serves were topped by Stout (+78%), Cider (+40%) and World Lager (+39%), which stole share from Premium Lager and Cask Ale. Across spirits, sales in sports venues were driven by Non-Flavoured Vodka (+37%), Gin (+34%) and Golden Rum (+33%), while Soft Drinks also saw an uplift of +24%, suggesting consumers are opting for mixed drinks as they celebrate the tournament.
Most recently in the third round of the tournament, the England versus Wales match on Saturday 26th February saw a sales uplift of +45% across venues showing sports, while Sunday – which saw Ireland face off against Italy in Dublin – fared even better, up +61% across sports venues.
CGA’s client director Paul Bolton says: “The Six Nations tournament has boosted the performance of the On Premise – particularly across associated categories such as Stout, but we’ve also seen a halo effect across the board. Sports events can be important drivers of sales uplifts across certain categories, but key for suppliers will be understanding how best to leverage these occasions for their brands.”
CGA’s in-depth sales data can help suppliers track the very latest trends in consumers’ preferences and the impact of all sporting occasions on sales. Bespoke analysis is available to help pinpoint sales opportunities and position brands. To learn more, email paul.bolton@cgastrategy.com.
