Proper Pubs - Brown Cow, Greenacre 2

Proper Pubs saw a 122% uplift in draught sales during England’s first match of the 2024 Euros.

The community operator division of Admiral Taverns which has more than 200 pubs across England, Scotland and Wales, saw positive trading momentum across the estate, according to managing director Mark Brooke. 

“It was fantastic to see such positive trading momentum across the estate last night during England’s first match of the 2024 Euros,” he said.

”Initial figures from Proper Pubs show an impressive 122% uplift in draught sales during the game versus the previous two Sundays which stands testament to the hard work of our operators across the country making sure their pub acts as the go-to social hub to celebrate the tournament.

“We have some fantastic promotions and offers running over the Euros period, including discounted Budweiser bottles and Fanzone areas in selected sites,” Brooke added.

Retailers and hospitality venues are set to make £2.75bn during the Men’s UEFA Euro 2024 campaign, according to research from VoucherCodes.

Hospitality venues are expected to see £613.7m worth of sales – a £172m or 39% increase on the 2022 World Cup – from 14.4 million visitors. This is a 115% increase from the 2022 World Cup, which saw hospitality venues welcome 6.7 million people.

Pubs, bars, and restaurants are set to generate £396.5m in drinks sales alone, equating to the sale of 110.3 million pints of beer and cider, 36.1 million glasses of wine, and 10.9 million Aperol Spritz.

It comes after a a survey showed nearly half of British consumers plan to watch the Euro 2024 football tournament with two in five of those planning to watch matches in pubs and bars.

According to CGA by NIQ’s latest BrandTrack data, the tournament is expected to bring a surge in footfall for pubs and bars screening the matchings, as more than three quarters of consumers (79%) plan to go out to pubs and bars more often, while over two thirds (70%) saying that going out to see games is better than staying at home.