Optimistic Brits Stock Up On Lager As The Euro 2016 Kicks Off

Shoppers stocked up on lager in eager anticipation of the first England game of the UEFA Euro 2016 Football Championships last Saturday, adding an additional £10.4m of sales to the UK’s supermarkets, according to data from IRI.

IRI’s Retail Advantage database, which collects sales data for thousands of FMCG products across the UK’s major supermarkets, also highlighted sales increases for cider and ale during the first few days of the Euro 2016 championships. Revenue from cider sales increased by the most, 33.9%, adding £4.3m to supermarket topline sales while ale sales grew by 8.9%, adding £1.1m in sales.

The total sales uplift of £15.8m from beer, lager and cider will be a welcome boost to the supermarkets who rely on key events and the weather to boost sales over the Summer.

Product Total sales for the w/e 11 June 2016 W/e 11/6 uplift v average sales over previous 8 weeks Difference in £M for the w/e 11 June 2016
Ale £13.3M 8.9% +£1.1M
Lager £51,2M 25.5% +£10.4M
Cider £16.9M 33.9% +£4.3M
Wine £95.7M -2.7% -£2.6M


According to IRI’s Director of Strategic Insight for Retail, Martin Wood: “Sporting events give retailers a critical opportunity to boost sales, particularly when England are playing. In the 2014 FIFA World Cup for example we saw sales of beer, wine and spirits peak while England was still in the game. This trailed off once they were out of the tournament. Assuming England continue to play well after today’s win against Wales, we expect to see even bigger increases in beer, lager and cider sales as the game progresses, leading to a bumper few weeks of sales for retailers.”

He added: “Cider manufacturers may not have added as much in sales revenue but they grew their sales more than any other alcohol product. This is likely to be the result of a period of marketing campaigns around new product launches from manufacturers such as Kopparberg and other traditional and world ciders. Both retailers and manufacturers should be taking advantage of key football games in this tournament, planning promotions that leverage the party spirit around the British teams.”

IRI’s Retail Advantage data also showed that wine sales dropped during the week ending 11 June – by -£2.6m – confirming suspicions that football fans favour not just beer, but also cider.

NAM Implications:
  • A no-brainer for lager suppliers that can react fast, either way….
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