The FIFA World Cup is still going on, and it has already shattered viewing records.
And as it turns out, thirsty partiers are pairing their enthusiasm for football with beer, and to a lesser extent, fine wine and spirits, bringing a much-needed influx of revenue to the cash-starved coffers of the alcohol trade.
There were signs early on that bar owners and beer, wine and spirits makers would be able to cash in, and many prepped for the big games with as much rigour and determination as the players themselves.
Fans spend more on drinks
Ahead of kick-off, 22% of alcohol consumers across the world planned to watch matches in pubs, bars or restaurants, according to Nielsen’s (NIQ) REACH research report. Twenty-six percent of the most commercially attractive cohort, those aged 18 to 34, planned to watch the games in bars.
Almost two thirds said they planned to choose bars and restaurants with good drinks deals and promotions, according to NIQ. But that does not mean they are skimping. Fifty-nine percent said they expected to spend more on drinks during World Cup games than at other times, and 58% hoped to try new drinks while they were at it.
Early reports indicate that the positive predictions were warranted. More than 8 million pints of beer were sold during England’s match against Panama in the UK.
Year on year, beer sales have risen 15.4% in World Cup host markets, with sales in Massachusetts up 30%, and an almost complete sell-out in Boston thanks to Scotland fans’ enthusiasm for beer.
We reached out to bars, stores and producers to find out what is happening on the ground.
Investment pays off for venues
Bars and venues located close to stadiums that prepared with logistical planning and infrastructure upgrades are reaping the benefits.
Avenida and The Rutherford are both just steps away from Madison Square Garden and Penn Station, and each poured more than US$75,000 into TV and AV upgrades before kick-off.
“We also put a huge effort into marketing and promoting the spaces online and on social media,” says Fiach McHughhill, general manager at Avenida and The Rutherford. “All of our outdoor areas now show games on multiple huge 85-inch screens. Beer sales have shot up. We are ordering about double the beer that we usually order at this time...”
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