UK: World Cup brings beer sales high
Beer sales in England have reached all-time highs during the World Cup. According to data from Carlsberg, overall sales during June were up 50%. Pub sales have surged 66% on match days and take home sales are up 30%, The Evening Standard posted June 23.
Sales peaked in the hour before the 5pm kick-off of the England v Trinidad & Tobago match on Thursday 15 June, slightly later than the pre-match peak seen on Saturday 10 June for the England v Paraguay game, it says.
The impact of the tournament on the economy has varied, with supermarkets generally reporting healthy sales of food and drink but - other than a surge in demand for flatscreen televisions helping to lift the mood of electrical retailers - other High Street stores have suggested shoppers have stayed away.
Carlsberg estimates that three times as many pints of beer per pub were sold on an England weekday evening match than on a non-football evening match.
The tournament marks the culmination of a four-year sponsorship deal between Carlsberg and the FA. Carlsberg sponsorship chief Gareth Roberts said a new four-year deal should be struck before August.
He also confirmed that the FA's new sponsorship deals will be structured differently and one brand will become the main England team sponsor. Coca-Cola and MasterCard are rumoured to be slugging it out for the role.
Almost half the Carlsberg drinkers watching England's 15 June match against Trinidad & Tobago in 500 pubs had switched to the brand as a direct result of promotional material linking Carlsberg with football, Roberts said.
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