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Web Exclusive
World Cup boost takes lager to new heights
Take-home beer sales reached £330m during month-long football festival
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| World Cup helped boost lager sales |
The World Cup boosted take-home lager sales to record heights making the month-long tournament bigger for beer than either the Millennium celebrations or Christmas 2005. Take-home beer sales were 30% higher during the World Cup than in the Euro 2004 tournament.
Figures released today by Carlsberg UK reveal trade was strong in both the major supermarkets and the convenience channel, with sales being driven by advertising and strong promotions, such as 'three for two' offers on large multipacks in the grocery multiples.
ACNielsen data shows sales peaking at almost £330m in the four weeks to 1 July. Almost 60% of men watching football chose to drink lager over all other alcoholic drinks. Ale increased volumes as well, but wine declined over the tournament.
Carlsberg UK marketing director Darran Britton said: We estimate beer sales increased by an extra 73 million pints in June. Of this increase, we estimate a massive 52 million pints were in the off-trade as people had barbecues and parties and watched the matches at home.
Standard lager showed the greatest increases in the major multiples during the World Cup, up 48% on Euro 2004, with premium lager up 16% over Euro 2004.
Carlsberg UK said its sponsorship of the England team helped its standard lager to outsell Carling in the grocery multiples by three million pints.
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