Sales in pubs in Stratford doubled on average during the London 2012 Olympics as visitors, volunteers and even athletes decided to celebrate victories and commiserate losses close to the Olympic Park.
One pub and microbrewery, the Tap East at Westfield Stratford City, even saw sales triple on normal levels during the second week of the tournament.
The findings came from a visit to Stratford in East London with our sister publication the Publican's Morning Advertiser (PMA) where we spoke to a handful of publicans in the area about trade following reports that some areas of London had been suffering from a drop in trade since the start of the Games.
Perhaps unsurprisingly, given their close proximity to the Olympic Park, our interviews with Daniel Barr of Tap East, Craig Pritchard of Town & Country Pub Company's The Goose and Janet Dooner, licensee of The Railway Tavern and author of a daily Olympics blog on the PMA , demonstrate that there were winners within the hospitality industry.
Listen to this exclusive audio to find out exactly how they coped during the event and their answers to our question about whether the Olympics will leave a lasting legacy for the Great British Pub and the hospitality industry as a whole.
For a video and a trade round-up with more Stratford pubs from The PMA click here.
To read all our articles on the London 2012 Olympics click here .