Rugby’s Pop‑Up Party: Pubs & Bars Crushing the Drink Market
When the Rugby World Cup kicked off its final knock‑out legs, pubs and bars didn’t just get a boost – they blew the roof off with double‑digit growth in drinks sales, according to CGA’s On‑Premise Measurement data.
Game‑Day Gusto
- Five of the six match days saw a +16% or more surge versus the same days in 2023.
- The peak? +23% on Sunday 15 Oct during England’s thrilling quarter‑final against Fiji. A sunny afternoon kick‑off and a second final‑stage match kept the drinks flowing.
- England’s semi‑final (16 Oct) slotted against South Africa pushed sales up +16%, while the bronze match with Argentina (27 Oct) lifted them +18%.
- Those days were extra special: the first had a captivating Premier League clash; the second rode the Halloween wave.
- Even beyond England’s shows, Saturday 14 Oct (Wales v Argentina, Ireland v New Zealand) and the finale on 28 Oct (NZ vs South Africa) both climbed around +16%‑+18%, fueled by football, boxing, and spooky festivities.
- The only single‑digit rise came on Friday 20 Oct, when the Argentina vs New Zealand semi‑final nudged sales by a modest +4%.
Average Sizzle
Across the last six World Cup encounters, the overall lift averaged a hot +15% – a notch above the +16% seen during the group stages.
Category Champions
- Long‑Alcoholic Drinks (LAD) stole the spotlight with a +26% jump.
- Stout led the pack, rallying a huge +38% surge thanks to its rugby‑rugged vibe.
- Other triumphs: Cider +28%, Premium Lager +19%, Lager +19%, and Keg Ale +18%.
Insight from the Experts
“These remarkable numbers underscore the magic of big sporting events for pubs and bars,” says Paul Bolton, Client Director at CGA by NIQ. “While Halloween crowds and other sports nudged the numbers, it’s crystal clear that millions of fans crave a spirited, social experience when the ball hits the fan. Games were a massive lift for beer brands, and we’re optimistic this momentum will carry into the festive season.”
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