World Cup: Quarter-final uplift and four category winners

England’s World Cup quarter-final gave pubs and bars another welcome boost to sales, with stout, lager and cider among the biggest category winners.

CGA by NielsenIQ’s market measurement service shows there was a 35% increase in drinks sales in England’s On Premise on Saturday (10 December) compared to the equivalent average day—rising to 43% in sports pubs and bars. It follows uplifts of between 17% and 43% during England’s first four matches in the World Cup.


Some drinks categories benefited more than others from England’s progress in the World Cup, and here are four of the biggest winners.


1 Stout

Draught stout drew the strongest growth of any category. Average sales were more than double the equivalent days across England’s three games in the group stage, and ran 91% ahead on Saturday. Stout has long been powered by big sporting occasions, though it is generally more associated with rugby than football – however, the colder weather has helped propel the category ahead of lager in terms of growth.


2 World lager

Draught world lager was the next most successful category in sports-led venues over England’s five fixtures, and the top draught category overall by Return on Sale (RoS). Sales increases hit a high of 141% on the day of England’s game against Iran, and premium draught world lager brands got the biggest boosts. Packaged world lager performed well too, with average surges of between 41% and 130% across England’s five games.


3 Cider

Draught cider had a strong tournament, with sales increases ranging from 35% to 77%. Packaged cider was only slightly behind, with uplifts of between 23% and 72%.


4 Non-cream liqueurs

These saw the biggest upswings of any spirits category in three of the five games, with non-flavoured vodka the top performer in the other two. Golden rum and dark and American whiskey were among the sub-category winners.


CGA’s data shows the World Cup didn’t help all categories. Shots, shooters and various soft drink categories were all in decline across every matchday, while cocktails were down in four as some normal festive occasions were disrupted.


CGA by NielsenIQ client director Paul Bolton said: “England’s quarter-final defeat is a big blow to sports pubs and bars, but five big matches have given them a valuable lift. It’s been a good tournament for beer and cider suppliers too, though it’s important to remember that not all venues and drinks categories benefited from the tournament. Businesses will now hope that the momentum created by the World Cup continues in the run-up to Christmas.”


To learn more about CGA by NielsenIQ’s comprehensive On Premise sales measurement services and expert analysis of venues and categories, contact client director Paul Bolton at

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