England falter in the final as sales soar +90% compared to 2023 and an incredible +76.3% compared to an average Sunday in 2024! Pubs were packed from late afternoon but as the final whistle blew the extended opening hours were sadly not needed for celebrations, according to Oxford Partnership.
Mikel Oyarzabal broke English hearts when he shot Spain ahead in the dying minutes of the game as fans sank 17.5 million pints on Sunday which is +90.1% compared to the same Sunday in 2023 and an additional £950 in revenue terms for publicans.
The average pub served 462 pints of Draught Beer & Cider which is +90% vs. the same Sunday in 2023. Generating an additional revenue of £950 for pubs vs an average Sunday in 2024. It surpassed the first England game by +41% in terms of pints sold
We can see from the heat map of sales that North West & South East produced the hottest sales +100% more than the average sales in the country.
All regions of England were up as the fans celebrated from the North to the South, with again the Midlands showing a slightly dampened enthusiasm. This was in sharp contrast to the two home nations with no interest left in the tournament with Wales -80% and Scotland -66% compared to the average.
Overall, footfall grew +40.2% peaking between 9pm – 10pm +44.5%. All locations were up with Suburban outlets having the highest increase in footfall +42.5% compared to an average Sunday in 2024. City Centre locations also saw a BIG increase +38.1% again peaking at 10pm +45.5%.
Overall, Beer & Cider performance was up +90.1% driven by EVERY category. BIGGEST winner was WORLD LAGER up an impressive +148.3% followed by World 4% +130%, Premium Lager +114.3%, Fruit Cider +105.7% and Stout +105.3% vs. the same day in 2023. Ale, Core Lager, Apple Cider and Craft all under indexed versus the phenomenal overall Draught Category performance but were still ahead of 2023.
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