Despite England’s Three Lions losing in the final of Euro 2024, the night was a massive win for the British pub industry.
Brits were knocking back the beers at 334% of the normal rate on Sunday night (July 14) as England succumbed to a late Mikel Oyarzabal winner that ultimately sunk Gareth Southgate and co’s hopes of winning the tournament for the second final in a row. Anticipation had been high amongst the English, with pubs, restaurants and even comedy clubs going all out to show the games.
Despite the result, Sunday felt to many like a nationwide party – a sense certainly supported by the release of new till data gathered from watering holes around the country. The numbers were gathered Access Hospitality, part of The Access Group, which looked at data gathered from over 1,200 venues in England using its pub till software.
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It wasn’t just the final that buoyed the suffering hospitality industry either. Throughout the tournament, pint pouring was up 124% on regular demand. According to the data, this saw 23million pints poured worth some £77million.
(Image: Getty Images/iStockphoto)
The hospitality industry also benefited from increased ticket sales at venues around the country, with research from DesignMyNight revealing £1 million worth of tickets were sold for the tournament in the last five days in the run-up to the final alone.
It calculated that 40% of tickets sold came in the aftermath of England booking their place in the final following The Three Lions’ thrilling semi-final win over the Netherlands.
(Image: PA)
Martin Verdon-Roe, GM of hospitality at The Access Group, said: “Despite losing to Spain in the last five minutes of the final game in Berlin, England’s performance in the Euros 2024 captivated the nation, and provided a huge boost to pubs and entertainment venues across the country.
“There’s nowhere better to rejoice a goal hitting the net than watching it inside a pub, or outside in a beer garden during summer.
(Image: Andrew Teebay Liverpool Echo)
“The Euros has been a golden opportunity for venues to attract more customers, especially on traditionally quieter nights of the week like Tuesdays. As our data shows, they’ve more than risen to the occasion.”
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