The 2014 World Cup has helped spark a huge surge in beer and cider sales, according to the latest data from market analyst Information Resources (IRI).
As the football tournament kick off on June 12th, supermarkets all over the UK were buying huge amounts of alcoholic beverages culminating in an extra £28 million being spent for the week ending June 14th. Over ten million litres of lager and 2.5 million litres of cider week were purchased during this time period as people settled down to watch England and the rest of the world's exploits in Brazil.
It was not just alcohol sales that enjoyed a timely boost as soft drink unit sales grew by 17 per cent while a further £3 million was spent on bagged snacks and nuts, compared to the same period a year before. With England playing their first game against Italy on a Saturday evening, the big four supermarkets were expecting a huge surge in beer and cider sales.
Asda stated that weekend sales were predicted to grow by 20 per cent while Tesco, Morrisons and Sainsbury's were expecting uplifts of 35 per cent, 25 per cent and 150 per cent respectively. The month long football tournament has dominated television and just daily routine as more and more people don their England paraphernalia to show their support to Roy's boys and this has translated into boosted retail figures.
Tim Wilson, managing director of Wilson Drinks Report, said: “The latest IRI figures show how important major sporting events like the World Cup are for the beer industry in particular. Against a long-term backdrop of volume decline, the supermarkets are reporting a significant boost in sales during the first week of the tournament.”
The feel-good factor is over however for England fans after the side crashed out of the group stages following a 2-1 defeat against Uruguay on Thursday (June 19th). There was slim hopes that England could progress but these were dashed 24 hours later as Costa Rica beat Italy 1-0 to qualify for the knockout phase and eliminate England.