Pub chains Marston's and Fuller's enjoyed a significant boost in sales over the summer, driven by the World Cup and favourable weather.
Both companies reported a surge in customer numbers, with Marston's alone pouring two million pints during England's run to the semi-finals.
The Wolverhampton-based firm saw like-for-like sales jump by 22 per cent on England matchdays. Its dedicated Grandstand sports venues experienced an even more dramatic increase, with sales soaring by approximately 170 per cent year-on-year.
Justin Platt, chief executive of Marston’s, said: “Our pubs have delivered a strong start to the summer, with an excellent World Cup once again underlining the enduring role of the community pub as the place the nation comes together to cheer the moments that matter.
“Our new Grandstand pubs have been leading the way and continue to perform ahead of expectations.”
The company reported that like-for-like sales for the 42 weeks to July 18 were nonetheless down 1.6 per cent against the same period last year.
It said “softer” market conditions outside of peak periods offset “strong growth” from busier periods.
Marston’s also told shareholders on Tuesday that it expects to meet its core profit margin target ahead of schedule.
Meanwhile, rival pub owner Fuller’s also hailed a strong recent performance, boosted by the World Cup.
Executive chairman Simon Emeny said: “We have continued to trade well since the start of the new financial year – making the most of opportunities that have arisen from the combination of good weather, the World Cup and our extensive programme of summer activity in our well-invested gardens.”
The group, which is also holding an annual general meeting on Tuesday, revealed that like-for-like sales grew over the past 16 weeks.
The World Cup gave pubs a timely boost after a difficult year for the hospitality sector. The British Beer and Pub Association (BBPA) estimated pubs across the country would pour an additional six million pints during England’s defeat to Argentina in the World Cup semi-final.
BBPS chief executive Emma McClarkin said at the time: “Thanks to the World Cup, we’ve seen millions of extra pints sold off the back of home nations matches.
“Given the nail-biting stakes, we expect Wednesday to be the most successful night of the tournament, with more than six million extra pints potentially sold – which is a bigger boost than we’d normally see on a bank holiday or New Year’s Eve.”
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