Pubs across Britain will be hoping this afternoon’s match between England and Denmark can help them continue their recent strong performance.
England’s national football team takes on Denmark in their second fixture of the Euros 2024 and with kick-off coinciding with the typical Thursday after-work drinks, it could be a booming start to the weekend.
Last month, despite mixed weather, pubs across the country saw sales lift by 4.4% on a like-for-like basis, comfortably above the rate of inflation, according to CGA data.
Karl Chessell, director at the industry research group, said he believes the uptick in demand could continue into the Euros.
“Wet and cool weather continues to work against pub operators, but they and restaurants may be starting to feel the benefit of a relaxation of spending among some consumers,” he said.
Today’s forecast of warm spells of sunshine is expected to further drive punters to beer gardens to catch the game.
Last week, research predicted some 20 million extra pints will be poured over the European Championships, helping lift the total sales over the four weeks to more than £1.4 billion.
It means England and Scotland's Euro 24 campaign is expected to contribute an additional £93 million for the sector, the British Beer and Pub Association revealed.
Pubs will also be hoping for lots of goals from the Three Lions after it was found nearly five million pints are split every time they score.
Around 20% of people holding a pint when England score see some of the drink spill, while a further 15% throw the beverage into the air, findings from Split Second Research showed.