Pubs to lose out on £9m during Euro final

The trade body believes nearly 13 million pints could be sold on Sunday (11 July) when England take on Italy at Wembley, with 7.1 million of those being sold during the match itself.

However, it adds that pubs are set to lose out on nearly £9m in beer sales alone during the final due to trading restrictions.

If Covid measures, which are expected to be dropped later this month on 19 July, had been lifted already it predicts that pubs would have sold nearer 17 million pints over the course of the day.

After Euro 2020, and once all restrictions on pubs are lifted, the BBPA is urging the Government to invest in pubs through its newly launched Long Live The Local​ campaign.

The campaign is urging the Government to invest in the sector so it can drive the economic recovery by reforming VAT, beer duty and business rates, and reducing the 'unfair tax burden' pubs and breweries face.

"It is incredible to see England reach a tournament final," says Emma McClarkin, chief executive of the BBPA. 

"Sadly though, the restrictions still in place on pubs are going to greatly hinder any boost they could have hoped from it.

“We expect England fans to buy over 7 million pints during the match at the pub. However, if restrictions had been lifted already for the final, we think as many as 9.5 million pints could have been sold during the match.

“Only when the restrictions are removed can our pubs recover, but to do so they need Government investment to build back better."