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28th June 2024

Admiral Taverns Sees Impressive Trading Uplift During Euros Group Stage!

Mark Brooke, Managing Director – Proper Pubs, commented:

“Despite the result of Sunday night’s Scotland vs Hungary game, it was fantastic to see such positive trading momentum across the estate. Initial figures from Proper Pubs show an impressive 43% uplift in draught sales throughout the day, with an astonishing increase of 228% during the game itself.

Likewise, England’s game on Tuesday saw an overall increase of 58% and an impressive 164% uplift during the match.

This result goes to show how hard our operators, up and down the country, have worked in making sure their pubs act as the go-to social hub to watch and enjoy the tournament. We look forward to watching England go forward in their Euros journey and seeing how communities across the UK continue to support their local pubs.

Next stop, England vs Slovakia!”

Emma Cottam, Leased & Tenanted Marketing Manager at Admiral Taverns, said: “With the group stage of the 2024 Euros now coming to a close, it’s been fantastic to see so many people come out and support their local pub. Many of our community pubs have been extremely busy putting on great initiatives to help customers celebrate, including transforming their trading areas into a dedicated fan zones, decorating the pubs from top to bottom with flags and offering great value football themed food deals. Across our estate, we provided all our licensees with specialised football marketing support to ensure their pubs would be the go-to social hub for the tournament.

During the group stages, we saw a flurry of people visit our pubs to enjoy the matches with many completely booked out and some of our food-led sites having to cater for two sittings. So far momentum has been fantastic which stands testament to all the hard work of our licensees across the country and we look forward to seeing their creativity continuing as England looks to take on Slovakia on Sunday!”

Contact: James Price

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