Pub-goers are in for a wild ride this Sunday as England face Mexico in the World Cup quarter-finals – with an extra one million pints expected to be poured down the throats of Three Lions fans. The late-night showdown in Mexico City, kicking off at 1am BST, has thrown pubs into overdrive, thanks to a last-minute decision by the government to grant them an overnight licence extension.
The British Beer and Pub Association is buzzing with excitement as Emma McClarkin, its chief executive, urges fans to make the most of this once-in-a-lifetime opportunity. With the match set to go late into the night – even past 5am in some areas – pubs are pulling out all the stops to create an electric atmosphere for England's die-hard supporters.
The government's decision to wield statutory powers and relax licensing rules has been hailed as a masterstroke by the pub industry, allowing them to stay open late and reap the rewards of one of the most anticipated fixtures in World Cup history. As Emma McClarkin puts it, this is a moment for England fans across the nation to come together, united in their passion for the beautiful game.
Pub chains are gearing up to meet the demand, with Marston's planning to open over 400 venues late into the night – and counting. 'We're expecting a bit of chaos on Monday morning,' admits Jared Sedgwick, operations director at Marston's, 'but we're happy to provide our customers with a special experience they'll never forget.'
However, not everyone is convinced that the government's decision was entirely well-timed. The National Police Chiefs' Council has expressed concerns about the short notice, suggesting that pubs and authorities could have been better prepared if the match timing had been announced earlier.