England and Scotland's Euro 24 campaign is expected to generate an additional £93 million for the beer and pub sector, industry research has found.
Some 20 million extra pints are set to be poured over the European Championships, which should help lift the total sales over the four weeks to more than £1.4 billion, the British Beer and Pub Association revealed.
Emma McClarkin, Chief Executive of the BBPA said: “Football fans know that the best place to watch live sport, if you can’t be in the stadium itself, is down the pub.
"With a predicted extra 20 million pints set to be poured during the tournament, worth an extra £93 million in sales, I encourage anyone wanting to watch the football to go to the pub and support their local.”
Earlier today, the BBPA along with companies such as Diageo, Wetherspoons, Greene King and Fuller's sent a letter to the Times urging political leaders to rethink beer duty, highlighting that it is one of the highest in Europe.
"It is a stark fact that UK pub goers will be paying the highest beer duty than any of the other competing nations in the Euros, including twelve times more than German and Spanish rates," McClarkin said.