Three lions roar sends pub sales soaring

New HEINEKEN UK pub data shows England matchdays are packing out locals, with drinks sales up 71% as fans swap sofas for the pub.

As England gear up for their World Cup knockout clash with DR Congo today, new pub sales data from HEINEKEN UK shows the Three Lions are already giving Britain's boozers a major boost.

Across three recent England matchdays, data from HEINEKEN UK's managed operator pubs in its Star business, saw sales value jumped 62.1% compared with the same period last year, while overall volume was up 60.2%. But the biggest roar came from behind the bar, with drinks sales up 70.9% as fans headed to their local to watch the action with a pint in hand.

Lager remains the undisputed first choice for football fans, with an increase of 78% compared to the same day last year. Spanish beer Cruzcampo was the breakout star of the tournament so far, with sales up a huge 146% across the three matchdays, while Birra Moretti also scored big, rising 73%.

Cider is also having a moment in the World Cup sunshine, with sales up 87% year on year. Strongbow Dark Fruit led the charge, up 106%, while draught Old Mout rose 85% and Inch's was close behind at +74%. Stout also found the back of the net, with sales up 70%.

HEINEKEN UK says the numbers show what publicans have long known: when England play, the pub becomes more than a place to watch the football, it becomes the nation's living room.

Lawson Mountstevens, managing director of HEINEKEN's Star Pubs said: "When England play, there's nothing quite like watching it down the pub. You've got mates squeezed round tables, strangers celebrating like lifelong friends, and the whole pub living every tackle, chance and goal together.

"These figures show just how powerful big football moments are for pubs. Lager is still leading the line, but cider and stout are getting a serious lift too, proof that fans are making a proper occasion of it.

"With England kicking off at 5pm today, we expect pubs to be packed as fans head straight from desk to draught to cheer on the Three Lions."

With England's World Cup run continuing and the clash kicking off at 5pm UK time on Wednesday 1 July, pubs across the country are braced for a post-work rush as fans clock off, grab a pint and settle in for knockout football.

Key figures from HEINEKEN UK pub sales data:

Total pub sales value up 62.1% year on year across three England matchdays.

Total sales volume up 60.2% year on year.

Drinks sales value up 70.9%.

Lager sales value up 78%, with lager accounting for 59.2% of drinks value.

Cider sales value up 87%, with Strongbow Dark Fruit up 106%.

Stout sales value up 70% year on year.

Cruzcampo was the biggest brand winner, up 146%, while Birra Moretti rose 73%.

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.

Notes to editors

Data supplied by HEINEKEN UK and compares performance across three matchdays with the same days last year on a like-for-like basis. Data from Star Pubs managed operator pubs.

For more information:

Joanna Dring, Head of External Communications, Corporate Affairs, HEINEKEN UK Limited. Email: joanna.dring@heineken.co.uk, Mobile: 07788369161

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