New data from The Oxford Partnership’s Market Watch reveals that the UK on-trade experienced a significant sales surge over the recent weekend, driven by a packed schedule of major sporting events.
From Friday through Sunday, venues across the country recorded notable uplifts in footfall and drink sales, culminating in a 14.3% increase in pint sales on Sunday alone compared to the previous weekend.
Saturday brought early momentum, with the Rugby Lions’ test match and the England vs. India cricket test combining to keep fans in venues for longer.
Draught Beer and Cider volumes rose by 8.3% compared to the previous Saturday, particularly in community and drink-led venues where dwell time and premium spend spiked.
With the England Lionesses clinching an historic 2nd European Championship title, fans gathered in record numbers to celebrate. The day’s sporting line-up including the Belgian Grand Prix and darts helped drive pint sales up by 14.3%, making it the strongest day of the weekend.
The Oxford Partnership estimates that the weekend drove an additional 1.33m pints served across the UK.
Alison Jordan, CEO of The Oxford Partnership, said: “This weekend’s performance is a compelling demonstration of how national sporting moments translate into real value for the trade. The energy generated by the Lionesses, combined with the rise of new fan favourites like darts, shows how the cultural sporting landscape is evolving. Pubs remain the heart of these celebrations, offering shared spaces where people want to come together.”