West Ham’s European Cup win and warm weather helped boost drinks sales ahead of inflation for the first full week of June, research from the CGA found.
Sales jumped by 15% year-on-year in the seven days to June 10, driven by a 29% surge on Wednesday 7 June – when West Ham took home their first trophy since the 80s.
Jonathon Jones, managing director at CGA, has welcomed the growth rate, noting that teh sector has finally outperformed the rate of headline inflation.
“Pubs with outdoor spaces always flourish in the sunshine, and the heatwave has been particularly good news.
“Consumers remain very keen to drink out and are overcoming the inconvenience of rail strikes to do so… these figures bode well for the rest of the summer—especially if temperatures stay high.”
Additionally, on a warm Saturday 10 June, when Manchester City took home the Champions League, drinks sales jumped by 15%.
Beer and cider performed the best during the sun-soaked week, rising by 20% and 43% respectively.
Wine sales increased by 6% year-on-year, while soft drinks bounced by 11%.
Spirits growth continues to remain subdued in 2023, only lifting by 1% annually in the first week of June.
CGA claimed the lack of growth was down to sales being up against “tough comparatives”.