Max your sales this FIFA World Cup

Schweppes Brand Ambassador and football enthusiast, Matt Soares shares his tips

Matt Soares once played in the same Sporting Lisbon youth team as Portugal legend Cristiano Ronaldo, so the Schweppes Brand Ambassador is well placed to share his tactics for the perfect World Cup campaign

Give customers a reason to visit your venue

Matchday offers, themed menus, limited time drinks promotions and waiter service by app are worth considering for your big match selection.

Get the TV screens and sound system right, balance seating and standing areas so it’s like being in the stadium (almost). Kit your staff out in England and Scotland shirts (Wales and Ireland too if they make it through the play-offs) to get them joining in with the football fever.

Get the staffing right

There’s nothing more frustrating than missing the winner when you’re at the bar. So make sure you optimise your staff schedule for those three or four hours before and after the game.

Plan for 90 mins for the game plus added time and the possibility of extra time and the dreaded England penalties.

Let guests linger longer

Leverage as much time as you can for your guests to be in your venue. Get the build-up started an hour or so before kick-off with nibbles and snacks and stretch it out after a memorable win with music, a DJ or even football-related karaoke.

If you sell another 30 pints in the warm-down that’s extra money which pays for your added staff for the few hours and more.

Package it up

People watch football with friends or family so think about how you can make your team’s life easier. Consider deals for pitchers of beer plus nachos or dirty fries… in fact, any food that’s easy for chef to prep.

Pre-ordering makes planning easier

Avoid the half-time bar surge by encouraging customers to pre-order their drinks, snacks and small plates for collection at the break. If it goes to extra time, announce that you’ll do the same at the end of the regulation 90 minutes.

Shout about it

A lot of venues could improve the way they promote big events. Do it early, spell out match kick-off times – most of England and Scotland’s are between 8pm and 11pm – and any special promotions.

Match-day reminders and live updates drive last-minute visits, so clear, concise messaging is key. Tell people about the atmosphere at your venue and post reels on Instagram. You need football fans and families to say, “It looks really good in there!”

Get it right and they’ll be back for the next game.

Fly the flags

Whether your guests are Spanish, Belgian, Brazilian or Dutch, make sure they feel at home with their national colours. There are a record 48 teams in this year’s tournament, so use your knowledge of your audience to make the numbers work.

Have a flexible formation

Use the smaller games to fine tune your offering. Even if Scotland or England aren’t playing there’s still plenty of scope for themed cocktail menus that fans can enjoy.

There’s a great Mexican cocktail called a Paloma that’s really on trend. It’s a mix of tequila, Schweppes Pink Grapefruit Soda, and lime.

Think outside the (penalty) box

The tiny Caribbean island of Curaçao is the smallest nation to ever qualify for the World Cup, so embrace the local culture with a cocktail or two featuring its bitter orange liqueur of the same name.

Caipirinha for Brazil or a Bomb Pop cocktail of vodka, curaçao, and lemonade for the USA hosts could both be group stage winners.

VIP experience

Some venues introduce private viewing areas or dedicated social zones, giving groups a more premium way to enjoy the game. By combining comfort, atmosphere and a sense of celebration, top bars position themselves as the go-to destination for major sporting moments.

The World Cup's Drink Big Hitters

Beer and cider...

particularly draught, will always be star performers at a World Cup but there’s always room to up your performance. Ten-pint pitchers do well for groups because of the value for money, and they’re also easier for bar staff.

If it’s Germany in action, think about serving in steins for that bierkeller buzz, or offer special deals during matches for competing nations’ beers.

Highballs...

not long balls will be the surprise package. Serves of gin, vodka and tequila with tonic are quick to prepare, have broad appeal and work well in high volume environments. They also give the upsell opportunity for simple, team themed drinks.

Top tip

Schweppes is the most carbonated drink on the market so make sure you don’t lose the fizz.

A tall slim highball glass and plenty of ice keeps it colder and undiluted for longer. The top 1% of cocktail bars use a column of ice rather than blocks to achieve that.

Low and no-alcohol drinks...

are big favourites with premium alcohol-free brands and Schweppes mixers, allowing venues to cater to a wider audience while maintaining quality and inclusivity.

Food-wise...

sharing options such as platters and bar snacks are ideal for matchdays because they encourage group engagement, suit a casual viewing environment and help increase average spend per table.

The Soccer Six

England - Cherry Bakewell

Gin, amaretto and Schweppes Cherry Pepper soda – a winning formula tasting like the English Bakewell tart. Its vivid red colour matches the side’s 1966 shirt.

Mexico - The Pink Paloma

Tequila, grapefruit juice, lime and Schweppes Pink Grapefruit Soda make for a light, zesty cocktail balancing bittersweet and citrusy notes.

USA - Strawberry and Mint Mule

Citrus vodka, strawberries, mint and Schweppes Ginger Ale combine strawberry sweetness with the zing of mint and a ginger ale kick.

Canada - Coconut Cooler

Coconut water, lime, agave, mint and Schweppes Tropical Soda perfectly balance subtle dragonfruit, guava, hibiscus and blackcurrant notes.

Spain - Pink Gin Spritz

Keep it simple but stunning with pink gin, prosecco and Schweppes Lemonade for a light, refreshing, floral-sweet drink that’s tailor-made for garnishes.

France - Lemon Spritz

Add some ‘je ne sais quoi’ to your drinks menu with this zesty blend of sweet limoncello, wine aperitif (for herbal undertones) and Schweppes Lemonade.

Save Article