Pubs across the UK saw bottled lager dominate sales during England’s World Cup clash with Norway on Saturday, as new data reveals exactly what fans were eating and drinking throughout the match.
Analysis from Access Hospitality, based on EPOS data from one of its largest pub customers, shows that 330ml bottles of Peroni were the most ordered drink of the night. Bottled Peroni significantly outperformed its draft counterpart, with 49% more units sold, while bottled Corona ranked as the third most popular choice.
Across the wider drinks category, lager led the way, confirming it remains the go-to option for football fans on matchdays. However, the data also highlights a growing appetite for variety behind the bar.
Gin and tonics ranked as the fourth most ordered drink, while spirits overall were the second-largest drinks category by volume. This suggests that while beer remains dominant, many customers are opting for a broader mix of drinks during major sporting occasions.
Interestingly, while bottled beer drove the highest volume of sales, Prosecco emerged as the top performer in terms of value. Despite 248.8% more units of bottled Peroni being sold compared to Prosecco, the sparkling wine generated 87.6% higher sales value. A similar trend was seen with rosé, which delivered a 78.1% higher sales value despite significantly lower unit sales.
When it came to food, convenience was key. Crisps and nuts proved to be the most popular options among fans, with many opting for quick, shareable snacks rather than full meals. Traditional sit-down dishes saw relatively low demand, indicating that customers preferred food that could be enjoyed without missing any of the action.
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Champa Magesh, Managing Director at Access Hospitality, said: “These figures show just how powerful big football moments are for pubs. Lager is still leading the line, but the popularity of drinks like gin and tonics, prosecco and wine indicates that customers also like variety when celebrating the occasion.
“Our insights demonstrate the value of using real-time data to make quick decisions about stock management that will help venues to maximise revenue throughout the remainder of the tournament by delivering the things customers want most.”
The findings underline the importance for operators to balance high-volume favourites with premium offerings, particularly during major sporting events when both footfall and spending potential are at their peak.
