The countdown is on and pubs across the UK are revving up for what promises to be the ultimate party atmosphere! With England's World Cup quarter-final clash against Norway just around the corner, an estimated 5.5 million extra pints are set to be poured over the course of the match – a staggering surge in demand that will see total drinks served hit a record-breaking 20.4 million pints, according to figures from the British Beer and Pub Association (BBPA).
The trade body is forecasting an additional £27.5 million in sales from pint consumption alone during the match, which kicks off at 10 pm on Saturday night. This bumper boost would see total pub revenue for the day smash through the £100 million mark – a truly incredible figure that eclipses the haul seen during England's previous World Cup fixture against Mexico.
That earlier clash, which kicked off at an unsociable hour of 2 am due to weather-related delays, still managed to see pubs serve an extra 1.25 million pints compared to a typical Sunday night. And with Saturday's match set to kick off under more conventional hours, the hospitality sector is bracing itself for a massive influx of punters looking to soak up the atmosphere and cheer on their beloved Three Lions.
The beer industry has long been calling on the government to reduce beer duty – a move that would see prices remain affordable for fans and keep pubs at the heart of live sport. Emma McClarkin, chief executive of the BBPA, points out that England fans pay a whopping twelve times more in beer duty than their Spanish counterparts, highlighting the sector's concerns about the impact of high taxes on trade.
The hospitality sector has faced its fair share of challenges recently – from rising taxes and employment costs to changing consumer habits. But the World Cup has been a welcome shot in the arm, with AIM-listed pub firm Young's reporting a 9 per cent jump in revenue over the last 14 weeks thanks in part to England's success so far.
And it's not just pubs that are expecting a boost – supermarkets are bracing themselves for a significant uplift too. Co-op is forecasting its biggest day this year for sales of beer, lager, and cider, with sales expected to soar by 50 per cent compared to the previous weekend's takings.