The biggest World Cup boost of all came during England’s semi-final against Argentina on Wednesday 15 July. Drinks sales that day rocketed 85.6% above the same day in July 2025, as fans filled pubs and bars that were showing the game – from hours before kick-off in many cases.
However, sales tailed off in the days after England’s defeat, and the third-fourth play-off match against France on Saturday 18 July had a lower appeal for supporters. A kick-off time of 10pm also worked against venues, and year-on-year sales fell by 7.5% on the day. Nevertheless, sales for the full week were 6.5% up on last year.
The World Cup and hot weather have made it a bumper few weeks for Long Alcoholic Drinks categories. Cider sales surged by 19.7% in the last week of England’s campaign, while beer was up 6.5%. Soft drinks (up 4.0%) were also strong, as consumers sought refreshment in the high temperatures. However, it was a much tougher period for spirits (down 5.5%). The wine category (down 10.3%) also softened, as many people chose to drink out rather than eat.
The week after England’s exit brought negative numbers for most categories, including double-digit drops for wine and spirits. However, cider (up 5.1%) continued to benefit from the sunny weather, making it the standout segment of June and July.
Rachel Weller, NIQ powered by CGA’s commercial lead, UK & Ireland, said: “As hoped, the World Cup delivered a big boost for On-Premise operators and suppliers. As well as lifting sales, it was a reminder of the unique value of pubs and bars during big national occasions. Adding in hot weather and news of a cut in business rates, it’s been a positive spell for drinks-led businesses. However, trading conditions remain challenging, and a dip in sales in the aftermath of the World Cup shows spending is still tight for many. It remains to be seen whether June and July’s uplifts were temporary, or the platform for more growth over the rest of the summer and beyond.”
