World Cup boosts beer sales

England may have made an early exit from the 2014 World Cup, but, as many predicted, the first week of the tournament saw a big rise in beer and cider sales.

UK shoppers spent an extra £27.7m on beer and cider during the first week of the World Cup, new figures show.

According to the data, collected by shopper insight company IRI, British shoppers bought an extra 10 million litres of lager and an extra 2.5 million litres of cider between June 12 and 20.

The company claims that this extra sales boost to the beer and cider industry was the result of a “perfect storm” of World Cup conviviality and good weather – although with England now gone from the tournament, it remains to be seen if the sales hike can be maintained.

Analysts say the news is a welcome boost to the UK’s flagging beer industry, which has suffered in recent months due to poor weather.

Champagne and sparkling wines also witnessed a surge during that first week, with sales up around a quarter. However, the start of the World Cup had a much less significant impact on still wine, with many consumers switching to beer and cider.

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