Pubs across the UK experienced a 67% increase in sales as fans flocked to watch England's dramatic 3-2 World Cup victory over Mexico in the early hours of Monday morning, according to data from Heineken UK. The round-of-16 clash, which kicked off at 2am GMT at the Azteca Stadium in Mexico City, saw Jude Bellingham and Harry Kane combine to secure England's place in the quarter-finals.
Surge in Food and Drink Sales
Heineken UK reported that in its managed operator pubs, food sales rose by 81%, cider sales increased by 127%, and lager sales climbed by 76%. Approximately two-thirds of the 2,400 pubs managed by Heineken UK stayed open for the match, reaping the rewards of a dramatic increase in business. The busiest trading period came at 2am, when the match kicked off an hour late due to severe weather, with a staggering 4,782% year-on-year increase in total sales.
Lawson Mountstevens, managing director of Heineken UK's Star Pubs, said: “This is a brilliant reminder of why pubs matter. Even with a 2am kick-off, fans still turned out to watch the match together, creating an atmosphere you simply cannot recreate at home. For pubs, it was a welcome and meaningful boost, not just at the bar, but across food too, and it shows the powerful role pubs continue to play in bringing communities together for big national moments.”
Footfall Increases Across the UK
The hospitality sector as a whole received a significant boost from the early hours kick-off. According to MRI Software, footfall on high streets across the entire UK increased by nearly 150% between midnight and 6am compared with the same period last year. Regional cities were the biggest beneficiaries, with a footfall increase of 188.3%, representing a near tripling of footfall towards pubs, bars, and other local venues compared with last year.
Footfall in market towns increased by 175.5% and in historic towns by 159.9%, while Greater London saw footfall increase by 114.2% compared with the same period last year.
MRI Software Retail Analyst Jenni Matthews said: “Market towns (+175.5%) and historic towns (+159.9%) were the star players, suggesting supporters opted to stay local and soak up the atmosphere in nearby pubs, bars and community venues. For the hospitality sector, this is exactly the kind of result they’ll have been hoping for. At a time when consumers remain selective about where they spend, the World Cup is proving to be a powerful footfall driver, creating a welcome boost for the night-time, and local economy. As England prepares for its next game, we expect these uplifts to gather momentum, especially as they enter the quarter finals.”
AA Warns of Fatigue Risks
As a result of the significant uplift in pub sales and late-night footfall, the AA warned fans about the effects of driving after a night of disturbed sleep. Tony Rich, AA road safety spokesperson, said: “Workload has been steady for the AA this Monday morning, but after a late night watching England, drivers shouldn’t underestimate the effects of fatigue. If you’re feeling tired, think twice before driving. A few extra hours’ sleep is far better than risking a collision.”
