Score a hatrick this Euros 2024

Kick off a profitable summer by celebrating the beautiful game and serving our ‘star performer’ drinks

Tournament football brings in the punters. Hosted in Germany this year, Euro 2024 is a golden opportunity for any outlet to attract customers and pull in big profits. The action kicks off on 14 June with a whopping 51 games scheduled between 24 national teams, including England and Scotland. The Women’s Euros in 2022 saw sales of beer, spirits and soft drinks rise by 20% during England’s semi-final match*. Since the Lionesses’ success, 57% of women are more likely to head to the pub to watch football too*. To turn a busy bar into big revenue, having the right range of ‘back of the net’ beverages is key. Stock and promote our nine ‘star player’ drinks to give you a shot at the top sales trophy.

*Sources: CGA, Drinks Tracker. 2022. Budweiser Brewing Group research. 2023.

Before the first whistle…

Pick your squad: Get extra staff for busy shifts to make sure you’ve got a full squad.
Pre-match news: Promote the games on social media, so people know you’re showing them.
Warm up: Make sure the bars are fully stocked with bottles and cans for quick serves.
Best seats: Open online booking ahead of time so groups can bag their tables.
Kitted out: Fill your venue with flags and merch or let staff wear football shirts.

Lagers & cider

Beer is a fan favourite, so choose a range from 0% to strong ABVs. During Euro 2020, Spanish lagers grew category share by 2.7% and Italian by 2.5%. Jonny Jones, CGA’s MD, says this shows fans are “broadening their horizons in lager” and “these brands often command higher price points.”

Heineken
The beer most associated with sports by UK customers. It’s the national Dutch beer so punters can enjoy this crisp lager as they watch them progress through Group D and possibly beyond.

Inch’s
English customers can cheer on their home nation with this cold, refreshing and full of flavour cider, It’s the fastest-growing cider in the UK for a reason.

Cruzcampo
Spain isn’t just one of the favourites for the tournament, its lagers are the winning choice for many too. Light and fruity with hoppy notes, this 4.4% ABV lager says Seville from the first sip.

Spirits

In the week of England’s Euro 2022 semi-final match, spirits sales lifted by 8%. Good quality spirits from brands that customers know and love offer an opportunity for higher margins. Add mixer pairing suggestions on your drinks menu and rustle up some quick-serve cocktail specials to get fans in the holiday mood.

Dead Man’s Fingers Spiced Rum
This award-winning rum is suitable for vegans. Serve with lime and cola over ice or mix it with pineapple juice and coconut cream for a piña colada.

Bankhall Single Malt Whisky
Whisky is increasingly popular with younger customers. Serve with ginger ale or beer, or muddle with lemon wedges, sugar syrup and mint for a Whisky Smash.

Whitley Neill Distiller’s Cut London Dry Gin
This gin has won gold in many global competitions. Suggest pink grapefruit tonic or soda as an alternative to a G&T.

“56% feel the pub is the next best place to watch a match, after the stadium”

- Source: Budweiser Brewing Group. 2023.

Soft drinks

Watching the match doesn’t have to revolve around booze. In fact, 63% opt for a no or low-alcohol alternative at least once when watching football at the pub*. Boost profits by opting for premium bottles and flavoured mixers.

Lucozade Sport
Sales of Lucozade Sport grew by 38% during Euro 2020. It’s available in a range of flavours and is a brand partner with the all-conquering Lionesses England team.

Pepsi Max
Having sponsored Euros 2022 and the UEFA Champions League, Pepsi Max is a go-to soft option for watching the big game. Refreshing and cold, it’s ideal in hot weather too.

Coca-Cola Original
The official sponsor of this tournament, what better way to hydrate than enjoying a Coca-Cola Original Taste with ice? It’s a fan favourite for a reason.