As the nation prepares for England’s critical Euros semi-final against the Netherlands, breweries around the country are making extra deliveries so that pubs are well stocked up to serve England fans ahead the game.
BBPA projections show that 8 million extra pints could be consumed in the run up to and during the game, worth an extra £38.4 million in additional trade.
Prior to the Euros starting, the previous government changed licensing rules to allow pubs to open until 1am should England (or Scotland) reach the semi-final. The same easement will be made if England reach the final. This allows pubs to stay open later without having to go through the bureaucratic hurdles of making special applications.
The BBPA has looked into the impact of the extended hours and the very early results of an Extended Licensing Survey that we are doing for the police suggests about 40% of pubs will be using the later license if England win.
Taking into account average pub capacities and drinking patterns for extended hours on a Wednesday, the BBPA estimates a further boost to sales of around 750,000 pints (which would be worth £3.6 million in sales).
Emma McClarkin, Chief Executive of the British Beer and Pub Association:
“England’s semi-final match against the Netherlands is the team’s last obstacle on their way to the final and will be hugely significant for every pub showing the match given the expected trade boost with almost nine million extras pints being sold if England win.
“Breweries across the country and making extra deliveries to ensure that pubs are fully stocked ahead of the game as every football fan knows, there is no better place to watch the match and cheer on the England team than down the local with friends and strangers alike.
“With over £40 million in additional sales for the England semi-final match alone, the Euros have been a godsend for the beer and pub sector in what so far has been a wet summer, and I urge everyone to support their local and the England team and raise a glass to every goal scored.”
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