PUBS PACKED AS MILLIONS TOAST ENGLAND’S GALLANT WORLD CUP RUN

HEINEKEN UK pub data shows one of the biggest Wednesday nights in pub history as fans filled locals to watch England’s semi-final against Argentina

Millions of fans headed to their local last night as England’s World Cup dream ended in a gallant 2-1 semi-final defeat to Argentina, helping pubs deliver what HEINEKEN UK’s Star Pubs believes was one of the biggest Wednesday nights in pub history.

With kick-off at 8pm, pubs across Britain were packed from early evening as supporters gathered to watch the Three Lions fight for a place in the World Cup Final - a night that swung from elation to heartbreak after Anthony Gordon put England ahead in the 55th minute, before Argentina struck twice late on, through Enzo Fernandez and Lautaro Martinez.

Early trading figures from HEINEKEN UK’s managed operator pubs show total sales were up 178% compared with the same date last year, with drinks sales up 203% and food sales up 35%, as people made it clear that the pub was the best place to watch this historic match.

The biggest winners at the bar reflected the mood in packed fan zones and locals alike, with cider sales up 299%, lager sales up 204%, stout sales up 134% and ale sales up 74% versus the same date last year. Cruzcampo reached highs of +337% versus last year, while Birra Moretti performed strongly at +239%. In cider, Strongbow Dark Fruit saw growth of 229%, with Inch’s close behind at +220%.

While the result was not the one England fans wanted, the night once again showed the power of big football moments to bring people together in pubs, from the roar that greeted Gordon’s opener to the shared heartbreak as Argentina’s late comeback sent them through to Sunday’s final against Spain.

Lawson Mountstevens, Managing Director of HEINEKEN UK’s Star Pubs, said: “It may not have ended the way we hoped, but last night showed exactly why watching football in the pub is so special.

“Millions of people chose their local to live every tackle, chance and near miss together, from the joy of England taking the lead to the agony of Argentina’s late winner, and while the final whistle was hard to take, there was still huge pride in what this team has achieved.

“For pubs, we believe this was one of the biggest Wednesday nights ever, and a welcome boost for publicans who worked incredibly hard to give fans a brilliant place to watch. Win or lose, nights like this prove the pub is where the nation comes together.”

England’s run may have come to an end, but pubs are expected to continue seeing strong football trade as fans turn their attention to Sunday’s final between Argentina and Spain.

For the pub sector, England’s World Cup journey has provided a valuable lift at a time when pubs continue to face significant cost pressures, while also underlining the unique role locals play in bringing communities together for major sporting occasions.

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:

Joanna Dring, Head of External Communications, HEINEKEN UK Limited — joanna.dring@heineken.co.uk

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