Skip to main content
18th August 2023

Let us serve for the Lionesses! Pubs call on Government to allow drinks service from 10am on World Cup Final Day

The Pub is the home of sport and the focal point of communities coming together to celebrate great sporting moments. The British Beer and Pub Association is calling on the Government to allow pubs to serve beer from 10am this Sunday in recognition of the historic achievement of the England Women’s Football Team reaching the country’s first World Cup Final in almost 60 years. 

Pubs have the ability to open their doors early but, under current regulations, most are only likely to be able to sell alcoholic beverages from 11am on Sundays. The British Beer and Pub Association are therefore calling on the Government to allow all pubs to provide full service from 10am in acknowledgement of the value and importance of this event to the country and to allow pubs to offer the best experience in supporting their customers and communities. 

Sunday’s game is the first World Cup final England have reached in almost 60 years, and gives the chance for England, for the first time in the nation’s history, to become both World and European Champions. 

The BBPA, which represents over 20,000 pubs, is calling on the Government to do whatever must be done to change this regulation as fast as possible so pubs can prepare to serve the public, and fans can enjoy the communal experience of supporting England in a World Cup final among their fellow fans. 

Alun Cairns MP, Chair of the All-Party Parliamentary Beer Group said: 

”Early opening and serving would be a fitting tribute to the Lionesses and a welcome boost to the industry. I have raised the issue with the Home Secretary directly who is looking in to see what is possible.  We need to do all we can to support the team, whilst at the same time backing our great British pubs.” 

Emma McClarkin, Chief Executive of the British Beer and Pub Association said:  

“Millions of people have been cheering on our amazing Lionesses throughout this tournament at their local pub, enjoying the unrivalled pub atmosphere and communal celebrations. Now, as England enter their first World Cup Final since 1966 we need the Government to step in and allow the necessary regulatory easement to allow pubs to serve the public from 10am on final day, so fan and communities can come together and cheer the Lionesses to victory at the best place to watch live sport, the pub. Where there’s a will, there has to be a way.” 


For more information or to arrange an interview contact / 020 7627 9199

Notes to editors:

·       Current regulations allow pubs to open at whatever time they see fit, but the sale of alcohol on Sundays is regulated under the Licensing Act 2003 and will be dependent on the individual licence. For most this is likely to be at 11am and some potentially midday. Therefore, customers would need to be queuing at the bar at the same time as the match is kicking off. 

·       Individual pubs can apply for a Temporary Event Notice (TEN) to serve alcohol outside licensed hours. However this is generally a 10+ day application process and, as an absolute minimum,  5 working days in advance, which means it is now not possible to acquire once in time. 

About the British Beer & Pub Association      
The BBPA represents businesses which between them brew over 90% of the beer sold in the UK and own 20,000 pubs.    

Our members include international companies, national and local brewers and pub businesses operating managed and tenanted pubs in cities, towns and villages across the country.     

These businesses are at the heart of communities and local economies and include family businesses who have been brewing beer and running pubs for hundreds of years alongside emerging brewers and pub operators.     

·       The UK’s beer and pub industry supports close to 940,000 jobs   

·       The industry adds £26.2billion to the UK’s economy each year   


For more information or to arrange an interview contact / 020 7627 9199

Third-party news items that are posted on the Guild website’s news section come from press releases received by the Guild. These press releases are posted as they have been received and their publication on the Guild website is intended as an informational service provided to our members and website visitors. As such, the publication of a story from a third-party source is neither an endorsement of the content, nor its sender, by the Guild. For enquiries on any news item, please use the contact details that can be found at the bottom of each post.