It's pandemonium in the pubs! As England prepares to face Argentina in the World Cup semi-finals, landlords are cheering on the Three Lions with record-breaking takings expected. Wednesday's clash is set to be a white-knuckle ride for the nation, and it seems fans are as desperate to get their pints down as they are to cheer on Gareth Southgate's men.
Lisa Mayall, manager of the British Oak in Kingswinford, West Midlands, was over the moon after England's 2-1 victory over Norway. She expects sales to triple during Wednesday's semi-final, thanks in part to the historical rivalry with Argentina and the favourable 8pm kick-off time. With its outdoor screen doubling capacity to around 400 customers, the pub will be heaving like a sold-out Wembley Stadium. Mayall recalled the electric atmosphere on Saturday night, when Jude Bellingham's two goals sent the crowd into raptures – with popular anthems ringing out across the bar.
Nationwide, the World Cup has been a game-changer for pubs. Allen Simpson, chief executive of UK Hospitality, revealed that an astonishing 5.5 million extra pints have been downed during the group stages alone. Despite earlier kick-off times causing a few headaches, overall pub sales have seen a welcome 10% increase. Simpson pointed out the vital role events like the World Cup play in driving sales, especially for a sector struggling with rising costs and tax hikes – two pubs are closing daily, he noted.
But not all pubs are feeling the love. Steve Hopkins, owner of the Shovel Inn in Stourbridge, is on the brink of shutting up shop after the tournament. He's noticed a decline in customer numbers compared to previous World Cups, with people opting for home viewing or arriving at the last minute. Post-Covid habits have altered consumer behaviour, he believes – fewer patrons are filling pubs hours before kick-off. However, Hopkins hopes Wednesday's semi-final will buck this trend, targeting takings significantly higher than his recent average of around £1,000.
The contrasting experiences highlight the mixed bag facing the pub industry. While some venues like the British Oak are capitalising on national excitement, others continue to grapple with changing customer patterns and persistent financial pressures. The outcome of Wednesday's match – both on the pitch and at the tills – will be keenly watched across the sector as pubs hope for a sustained boost from England's World Cup journey.