One third of Brits will watch #WorldCup2014 in pubs

By Melodie Michel

- Last updated on GMT

Related tags: Fifa world cup

One third of Brits will watch the World Cup in pubs and bars
One third of Brits will watch the World Cup in pubs and bars
One in three people will be watching the football World Cup in pubs and bars – prompting a 35 per cent beer sales boost.

Out of the 600 people polled by CGA Strategy 30 per cent said they would be watching England’s games in a pub or bar – 47 per cent of them aged between 25 and 34, and 43 per cent women.

Moreover, 24 per cent of respondents claimed they would also go to the pub to watch non-England matches.

Separate trade research from CGA Strategy revealed that pubs and bars can expect a 35 per cent hike in beer sales during the tournament, helped by the time difference with Brazil which means most matches will kick off between 5pm and 9pm UK time.

Another study by Vouchercodes.co.uk showed that pubs, cafes and clubs could expect a £431m sales boost​ if England were to make the tournament’s final.

Drink choices

Lager will remain the most popular drink for 40 per cent of pub-going football fans, while another 10 per cent will drink wine, and 20 per cent will stick to a soft drink.

After a 15 per cent sales increase during the latest World Cups, cask ale is expected to perform even better this time around.

CGA Strategy commercial director Tom Lynch said: “Televised football continues to be one of the strongest assets for pubs to drive footfall and create an atmosphere typically unavailable at home. Our consumer research shows that international football creates a diversity of demographics rarely seen for televised football in pubs and arguably for pubs in general. 

“This challenges the accepted wisdom that World Cups are all about blokes in the pub drinking lager and more about a major international event bringing mixed groups of people together, perhaps like no other. It's an opportunity for pub operators and drinks manufacturers to engage or re-engage consumers in the virtues of the great British pub.”

The 2010 World Cup in South Africa saw managed pubs sell an average of 1,058 extra pints across the four games England played, with sales peaking during the final group qualifying game against Slovenia. 

Related topics: Pubs & Bars, Trends & Reports

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