The British Beer & Pub Association, that represents both pubs and brewers, said that almost six million pints were sold on Sunday night, the England vs Mexico match fuelling an extra 1.25 million pints being sold.
The figures from Oxford Partnership, also revealed that a third of pubs were able to take advantage of the easing of licensing rules to show the match.
Emma McClarkin, chief executive of the British Beer and Pub Association said: “Pubs will now be restocking their beer ahead of the next England-Norway match because as every football fan knows, there is no better place than to cheer on the Three Lions than down your local.”
Meanwhile, data from Heineken UK from its managed operator pubs, showed sales values up 67% year-on-year.
Cider sales were up 127% year-on-year, lager rose 76%, and stout increased 44%. Within lager, Cruzcampo led the way, with value sales up 127% year-on-year in like-for-like accounts, followed by Birra Moretti at 91% and Heineken at 80%.
Cider also had a standout night, with Strongbow Dark Fruit up 116% and Inch’s Cider close behind at 111%.
Lawson Mountstevens, managing director of Heineken UK’s Star Pubs said: “For pubs, it was a welcome and meaningful boost, not just at the bar, but across food too, and it shows the powerful role pubs continue to play in bringing communities together for big national moments.”
According to data quoted in Beverage Daily sister title The Morning Advertiser Stonegate Group, the UK’s largest pub company saw pubs across its estate pouring more than 796,000 drinks, 355,000 more than a typical Sunday.
Transaction data from Square, the global payments company, revealed that on the night of England v Mexico’s World Cup match transactions on pubs and bars between 1am and 3am on Monday morning, were up 367%.
Interestingly, between 3am and 5am, transactions rose 746% versus a typical Monday morning, roughly 55% above what even a Saturday night sees in those hours. The data also showed that across the full night (5pm Sunday to 5am Monday), transactions were up 33%, with roughly 41,000 extra transactions.
Meanwhile, supermarket retailer Waitrose said that it has been seeing no and low sales skyrocket by over 35% as fans swap booze for booze-free alternatives ahead of Monday’s late-night clash with Mexico.
On its website searches for alcohol-free beer have exploded by 200%, while mocktail recipe searches are up 19%.
