England remaining in the Euros is set to hand a boost to pubs and other hospitality venues showing the game.
Industry data from the CGA highlighted that the first weekend of the Euros helped boost beer sales by 18% compared with the same period the year prior.
Total drink sales during the week to June 22 lifted 9% year-on-year, marking the first week of positive growth in around a month.
On England's matchday, which was also Father's Day, drink sales lifted by 43%, while the match against Denmark saw a 53% surge.
“It’s no surprise to find that beer benefits most from the football, and venues and suppliers will be hoping England can progress deep into the tournament and deliver several more bumper day," said Jonathan Jones at CGA.
"However, with many consumers watching at home, operators need to emphasise the special atmosphere of pubs and bars if they are to lure people off their sofas for the knock-out stages.”