FIFA World Cup expected to boost beer sales

The British Beer and Pub Association (BBPA) has predicted that England fans will drink 14 million extra pints (80,000 hl) at the pub during the World Cup group stages.

The extra number of pints drunk during the World Cup group stages could provide as much as a GBP 42 million (USD 56 million) boost to the economy. The taxman will be cheering the loudest as England progresses through the group stages of the competition. Extra revenue could amount to GBP 6.3 million from beer drinkers and pub-goers watching England at the World Cup, the BBPA said.

The rise in beer sales thanks to the FIFA World Cup will console the industry which had to stomach a decline of 1.5 percent in volume sales in the off-premise in the first quarter this year, compared to the same period in 2017, while on-premise sales were down 1.7 percent.

It is worth noting, however, that off-premise beer sales grew 11.3 percent in the first quarter 2017, so it was always going to be difficult to match that strong performance.

Off-premise beer volumes overtook the on-premise the first time in 2014 and it remains the leading channel for the category.