Three Lions Roar Gives Pubs a Winning Start

• HEINEKEN UK says managed operator pubs across its Star business enjoyed a major boost as fans turned out in force to watch England’s opening match against Croatia

• Local pubs were busy from early evening through the final whistle as supporters gathered to watch the Three Lions begin their tournament campaign

• The uplift follows strong trading seen in Scotland’s opener, where sales in Star Pubs Scottish managed operator venues rose 157% year on year despite a 2am kick-off

From the first pint poured to the final whistle, England’s opening World Cup clash gave pubs a midweek boost, with fans flocking to their locals to soak up the atmosphere together.

HEINEKEN UK said its Just Add Talent (JAT) managed operator pubs saw a significant uplift in trade as a prime-time evening kick-off made England’s opener a big occasion for pubs, with fans packing into locals to soak up the atmosphere together.

Across the estate, total sales were up 80%^[1] year on year, with lager sales up 99%, cider sales up 72% and stout sales up 161%. Not surprisingly, sales peaked at just before kick-off and maintained throughout the match. The performance follows a huge night in Scotland earlier in the tournament, when sales in Star Pubs managed operator Scottish venues rose 157% year on year despite a 2am kick-off, underlining the power of major football moments to bring people together in the pub.

Lawson Mountstevens, Managing Director of Star Pubs, said: “A 4-2 England win, six goals and pubs packed with fans. This was a huge night for pubs up and down the country. Supporters turned out in force to watch the drama unfold together, and that created the kind of electric atmosphere only the pub can deliver. Nights like these give pubs a real boost and show just how important they are for bringing communities together.”

Although it was an England win, it was Italian and Spanish beers that won on the night with Birra Moretti up 100% and Cruzcampo up an impressing 173%. British made Strongbow Dark Fruit was the biggest winner in the cider category with sales up 108%.

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.

^[1] All stats: Star Pubs managed operator estate. Vs YA.

For more information:

Joanna Dring, Head of External Communications, Corporate Affairs, HEINEKEN UK Limited | Joanna.dring@heineken.co.uk | 07788369161

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