Skip to content
Search
AI Powered
Latest Stories

Budweiser shares tips as summer of sport to drive beer sales

Budweiser shares tips as summer of sport to drive beer sales
iStock image

Budweiser Brewing Group UK&I, a proud part of AB InBev, is forecasting a bumper summer season for beer sales with sporting occasions providing a major uplift across the category.

This summer season will see an array of major sporting events taking place including the UEFA European Championship, T20 Cricket World Cup, and The Championships tennis tournament at Wimbledon, and the Olympics. This busy sporting calendar means retailers need to meet the needs of the consumers to ensure maximum sales during the period and capitalise on the hectic schedule.


"With a packed summer of sports on the horizon, the buzz is building, fuelled by hopes of warmer weather and England’s recent successes. With the Euros as the main event, Budweiser, the proud sponsor of the official England Men’s Football team, we're eager to collaborate closely with our valued customers to make this tournament a winning experience for everyone,” says Sven van der Knaap, Head of Commercial Strategy for Off-Trade, at AB InBev.

Budweiser reveals how retailers can tap into this summer of sport and drive sales.

Tap into excitement

Football and beer go together. Euro 2020 witnessed an 18.2 per cent surge in beer category sales (excluding Covid uplift), drawing in an additional 1.4 million shoppers. At home remains the biggest occasion for viewers watching sports, with 70 per cent of consumers intending to enjoy football tournaments with family and friends from the comfort of their homes.

There is also a clear correlation between the longer the England team remains in a football tournament and beer sales and with the England team doing better than ever, there’s huge expectation around their performance this summer.

Brand affiliation to sports and tournaments plays a role in shopper’s buying habits. As the official sponsor of the England Men’s Football Team, the Budweiser Family, achieved 7.7% penetration during the Euros 2020 – the highest of any beer brand,making it a must-stock this summer.

Football tournaments also bring an influx of new buyers into the beer category – these shoppers tend to opt for familiar brands, so stocking sponsorship brands beers is the gateway for retailers to increase sales.

Maximising shelf space

World Beer continues to grow in popularity, seeing growth of 7.6ppt since 2019. This makes Corona a popular choice, with a further increase in consumer interest due to Corona Cero’s sponsorship of the Olympics.

Additionally, in recent years, there has been a significant surge in the popularity of low-and-no alcohol options, and this will continue for sports fans. The category is now worth £172m across the Off-Trade, as consumers are increasingly seeking ways to moderate their drinking habits. By offering a diverse range of alcohol-free options, retailers not only cater to their existing customer base but also attract new consumers to the category.

Match days witness a surge in consumers looking to stock up on chilled beers on the way to social gatherings. Therefore, maintaining a well-stocked fridge of beer selections is vital.

Build on BBQs and mealtime occasions

Beer has long played a key role in the BBQ occasion, last year the total value of beer during the summer months (May to September 2023) was £673m in the Off-Trade. BBQ season will remain big in 2024, which will be coupled with watching sporting events with friends and family.

Retailers should also maximise the opportunity to boost sales through food and beer pairings. With 63 per cent of at-home beer consumption taking place with food, compared to just 58 per cent for total alcohol, there is a chance to capitalise on this. Burgers are consumed during almost 20 per cent of summer outdoor occasions, and are best enjoyed alongside an ice-cold beer, such as Budweiser.

More for you

Elfbar 2025 UK vapers survey showing 35% may switch to smoking
Single-use disposable vapes are displayed for sale on October 27, 2024 in London, England
Alishia Abodunde/Getty Images

Vape restrictions could drive two million to illegal vapes or smoking, study warns

Around 2 million UK vapers (35%) say they would either buy illicit single-use vapes, return to smoking, or increase tobacco use if the government places restrictions on vape flavours, display and packaging – on top of the already confirmed single-use vape ban, set to take effect from 1 June, according to new research from leading vape brand Elfbar.

Among single-use vape users, this figure rises to 50 per cent.

Keep ReadingShow less
Tobacco and Vapes Bill passed the House of Commons

Store sign in London, England

Photo: iStock

Commons clears Tobacco and Vapes Bill

The House of Commons passed the Tobacco and Vapes Bill on Wednesday after MPs voted 366 to 41 to approve it at third reading.

The Bill, which will now proceed to the House of Lords, proposes to increase the legal age for tobacco sales by one year every year, starting in 2027, ensuring that individuals born on or after January 1, 2009, will never legally be able to buy tobacco.

Keep ReadingShow less
Nick’s experience will drive growth for our Manchester depot and Northwest customers

Nick Edwards

New manager for Hancocks in Manchester

Confectionery wholesaler Hancocks has a new manager at its Manchester store.

Nick Edwards has taken over at the helm of the store in Gorton, overseeingten staff and working closely with existing and new customers.

Keep ReadingShow less
Rachel Reeves delivers Spring Statement 2025 as retail costs rise with no relief
Photo by Ian Forsyth/Getty Images

Spring Statement fails to address independent retailers' concern

Costs are set to continue rising amid a difficult economic outlook following the Chancellor Rachel Reeves’ Spring Statement, which brought no significant change to major tax plans announced in the October budget despite urgent calls for support.

The Spring Statement released today (26) made no specific provisions for the independent retail sector, which is facing unprecedented challenges including rising business rates, an increase in employer national insurance contributions to 15 per cent above £5,000 per annum and an above-inflation increase in the minimum wage to £12.21.

Keep ReadingShow less
Dubai style chocolate bar with pistachio and knafeh, popular in UK supermarkets

Dubai style chocolate bar featuring a blend of pistachio and knafeh

iStock image

Dubai style chocolate takes UK by storm

Dubai style chocolate has taken the UK by storm with many shops stocking dupes of the popular flavour while some supermarkets are forced to impose limits on how much a shopper can buy at once.

Shoppers have been clearing the shelves of the chocolate bar which is filled with pistachio and the Arab dessert Knafeh - a shredded crispy pastry.

Keep ReadingShow less