With one third of Brits having been predicted to watch the World Cups games in pubs and bars, a rise in sales had been expected. However, the sales boost is a good deal lower than the £431m expected if the England team had made it to the final, but despite the team’s early exit the UK on-trade has still been reaping the benefits of the competition.
This weekend’s final between Germany and Argentina should also give pubs and bars an added boost as it has been predicted that £59m will be spent on alcohol in the time surrounding the final game.
Splashing the cash
The website’s research also revealed that beer is still the preferred drink among many football fans, with pubs seeing their sales of beer increasing by 12 per cent during the tournament. The survey also shows that football fans have spent £335m on food and drink in total throughout the tournament.
VoucherCodes.co.uk managing director Claire Davenport said:“Despite England’s early exit, the British spirit wasn’t squashed for long with fans splashing £865m in retail stores and pubs during World Cup season. Retailers have scored as much as Germany, with £335m alone spent on food and drink as Brits splash the cash to watch the games in style.”
“And it’s not over yet. Publicans can expect a £59m windfall this weekend as fans head to their local to enjoy what’s sure to be a nail-biting final.’’
A number of pubs, bars and restaurants have also been laying on special events and offers to attract consumers to their venues while the games are on, so even though England went home early, customers can still appreciate the festive atmosphere.