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Euros and Father’s Day "power beer sales" Published Date: 30/06/2024

A combination of the Euro 2024 football tournament and Father’s Day led to an 18% surge in beer sales last week, CGA by NIQ’s Daily Drinks Tracker shows.

The big upswing—based on average sales in managed venues in the seven days to last Saturday (22 June)—helped to lift total drinks sales 9% above the same week in 2023. It marks a very welcome turnaround for operators and suppliers after four consecutive weeks of negative year-on-year numbers. 

Sales on England’s two Euro matchdays rocketed as consumers flocked to pubs and bars to watch with friends and family. Sunday (16 June) brought both England’s first game against Serbia and Father’s Day, lifting sales 43% above the same day in 2023. The second game, against Denmark on Thursday (20 June), generated an even sharper uplift of 53%. 

Trading was quieter elsewhere in the week, and faced tough comparatives with hot weather in June 2023. Sales were negative on all five other days, with Friday and Saturday (21 and 22 June) down by 9% and 5% respectively. Scotland’s game against Switzerland helped to stem losses to 2% on Wednesday (19 June).  

Cider was the second best performing category of the week after beer, with sales up 7%, while wine continued a good run with a 6% rise. Spirits achieved only 0.3% growth, though this is the category’s best week since early May. Soft drinks sales were down 4%.