The passion of England football fans was on full display during the UEFA European Championship, not just in stadiums and living rooms but also at the checkout counters and pubs across the UK. According to recent data, sales of beer experienced a significant lift on the days the England men’s team took to the pitch. Grocers saw beer purchases spike by an average of 13% on matchdays, underscoring the connection between football fever and beverage consumption.

The data, compiled by research firm Kantar, shows that the surge in alcohol purchases was especially noticeable on June 16, 20, 25, and 30, as well as July 6—all days when England played in the tournament. The boost wasn’t limited to traditional beers either. With many matches scheduled on weekday evenings, consumers also turned to low and no-alcohol alternatives, which saw a remarkable 38% increase on these matchdays.

Low-alcohol choices gain ground

Fraser McKevitt, head of retail and consumer insight at Kantar, noted that this shift toward non-alcoholic beer highlights changing consumer preferences, particularly when matches land on “school nights.” These options allowed fans to enjoy the festivities without compromising early morning commitments, contributing to overall gains for grocers during an otherwise lackluster summer for seasonal staples.

Thanks to this unexpected lift from the tournament, UK supermarkets saw a 2.2% increase in take-home grocery sales in the four weeks leading up to July 7, 2024. Despite poor weather dampening sales of typical summer products, football enthusiasm helped balance the books for many retailers.

Pubs see explosive pint sales

While supermarkets benefitted, pubs were the true winners during England’s run in the tournament. Data from Access Hospitality, which analyzed transactions from over 2,400 pubs across the country, showed an enormous surge in beer sales whenever England played. On average, pint sales jumped by nearly 90% on matchdays compared to typical days, with overall revenue from beer rising by 98.7%.

The final match against Spain, despite ending in defeat for England, drove pub beer consumption up by a staggering 334% compared to a usual Sunday. Fans flocked to their local pubs in droves, creating a record-breaking day for many publicans.

Knockout rounds bring spending spikes

The quarter-final and semi-final rounds of the tournament proved particularly lucrative. During England’s semi-final win over the Netherlands, pubs recorded a 147% spike in revenue, with a 136% increase in pints poured. These celebrations were echoed earlier in the quarter-final against Switzerland, when over £1.6 million was spent on beer—an impressive jump from the £1.1 million recorded the previous Saturday.

These figures paint a clear picture of just how impactful major sporting events can be on the UK’s hospitality and retail sectors. From supermarket shelves to pub counters, the combination of national pride and beer remains a powerful economic driver. As fans cheer on their teams, businesses across the country are raising a glass to the financial uplift that follows each goal.