Sports pubs’ beer sales ‘significantly’ boosted by Lions rugby decider

Data showed a 15% beer sales increase in sports pubs on the day of the game
13/07/2017 - 07:00
New data has revealed that pubs that opened early to show the British & Irish Lions tour-deciding rugby match last Saturday enjoyed a significant increase in beer sales.

The match, which kicked off at 8.35am due to it taking place in New Zealand, was promoted days beforehand by some sports pubs who then opened their doors early to allow customers to watch the Sky Sports televised match.

According to the data, beer volumes in sports venues saw a 58% uplift during match time compared to the previous weekend, with customer dwell time extended in venues after the game.

Across the whole day, the average sports pub poured 467 pints – a 15% increase compared to the previous Saturday.

The analysis was carried out by beer quality and insight company Vianet, who analyse beer volume and consumption during key trading occasions and sporting events that are screened live in pubs.

Mark Fewster, Product Manager at Vianet, said: “Our insight over the past three weeks proves that pubs opening early to show the Lions matches certainly benefited from a significant uplift in beer sales.

“The series decider undoubtedly encouraged more fans to head to the pub with our data showing huge volumes at certain sites. Some operators may have questioned the value of early trading but our data proves those that did so reaped the rewards of repeat visits and increased revenue.”

Copyright 2017 EatOut Magazine
Dewberry Redpoint Limited is a company Registered in England and Wales No : 03129594 Registered Office:
John Carpenter House, John Carpenter Street, London EC4Y 0AN, UK, VAT registered, number 586 7988 48.

Design & Development by Eton Digital