World Cup 'leads to record beer sales'
Beer sales in the UK have soared to all-time record levels due to demand from thirsty football fans during the World Cup, figures suggested today.
According to sales data from Carlsberg, overall sales during June have surged 50% as millions of supporters enjoy a pint while watching the tournament in Germany.
The amount sold in pubs on match days has rocketed 66% while take-home sales have risen by a third. The Danish brewer said sales peaked ahead of the tea-time England v Trinidad & Tobago game as fans left work early to watch the game in the pub.
The survey of more than 500 pubs supplied by Carlsberg said sales quadrupled during the game on June 15 compared with a non-football evening.
A further three times as many pints of Carlsberg Export were sold during the 2-0 victory than usual, the official England sponsor said. It claimed its support for the team had helped to contribute towards the sales increase.
The soaring beer sales are just one effect of the World Cup on retail sales, which has seen companies enjoy contrasting fortunes.
Retailer John Lewis said today it had enjoyed a major rise in sales, helped by demand for flat-panel TVs while other electrical retailers have reported similar positive trading in the run-up to the event.
Pubs and bookmakers are also likely to cash in on rising demand.
But high street store Woolworths has already blamed a drop in sales on the tournament, saying shoppers were deserting its outlets to watch the football, and travel operator MyTravel said trading was hit after holidaymakers preferred to stay at home to follow England’s progress rather than book a foreign break.
Bank of England governor Mervyn King has also warned that retail sales volatility during the World Cup will make it difficult to assess the true state of the UK economy until after Sven’s men are knocked out, or win.
