Lions' late-night win sends pub sales roaring

HEINEKEN UK data shows managed operator Star pub sales value up 67% year-on-year as fans gathered for England’s dramatic 3-2 victory over Mexico

Food sales surged 81%, cider sales more than doubled, and 2am became the night’s biggest trading moment as fans stayed out to cheer the Three Lions into the quarter-finals

England’s dramatic World Cup win over Mexico delivered a major boost for pubs across the country, with HEINEKEN UK data from its managed operator pubs, showing sales value up 67% year-on-year as fans gathered in their locals to watch the Three Lions book their place in the quarter-finals.

Despite the delayed 2am kick-off, around two thirds of HEINEKEN UK’s managed operator pubs are estimated to have opened for the fixture, giving supporters a place to come together for one of the tournament’s most memorable nights so far.

The impact was felt across the bar and the kitchen. Total sales volume was up 64.8% versus the same period last year, while food sales value rose 80.5% as fans fuelled up for the late-night drama. The busiest trading period came at 2am, when sales were up 4,782% year-on-year, underlining just how unusual, and commercially significant, the late kick-off was for pubs.

Beer and cider both performed strongly. Cider sales were up 127% year-on-year, lager rose 76%, and stout increased 44%. Within lager, Cruzcampo once again led the way, with value sales up 127% year-on-year in like-for-like accounts, followed by Birra Moretti at 91% and Heineken at 80%.

Cider also had a standout night, with Strongbow Dark Fruit up 116% and Inch’s Cider close behind at 111%, showing that fans were looking beyond traditional matchday pints as they settled in for the small-hours showdown.

Lawson Mountstevens, managing director of HEINEKEN UK’s Star Pubs said: “This is a brilliant reminder of why pubs matter. Even with a 2am kick-off, fans still turned out to watch the match together, creating an atmosphere you simply cannot recreate at home. For pubs, it was a welcome and meaningful boost, not just at the bar, but across food too, and it shows the powerful role pubs continue to play in bringing communities together for big national moments.”

The result sends England through to a quarter-final against Norway, giving pubs another major trading opportunity as the nation’s World Cup momentum builds.

Notes to editors

About HEINEKEN UK:

Headquartered in Edinburgh, HEINEKEN is the UK’s leading pub, cider and beer business. The company owns around 2,400 pubs as part of its Star Pubs business and employs around 2,100 people. We are passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes, Heineken®, Foster’s, Strongbow, Cruzcampo, John Smith’s, Inch’s Cider, Amstel, Birra Moretti and Old Mout, backed by a full range of niche and specialty brands. HEINEKEN also owns Beavertown and Brixton Brewery. HEINEKEN also has a range of alcohol-free products that include the largest alcohol-free beer in the UK, Heineken 0.0, Birra Moretti Zero, Inch’s Cider 0.0, and alcohol-free Old Mout cider variants.

For more information:

For further information contact: joanna.dring@heineken.co.uk

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