The excitement of the Euros has dissipated for football fans but at the end of the day, it’s all about the results… till results! Did UK convenience stores stick it in the netted shopping bag?

July 19, 2021
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Analysis of the Euro Effect

The excitement of the Euros has dissipated for football fans but at the end of the day, it’s all about the results… till results! Did UK convenience stores stick it in the netted shopping bag?

The effect of the England v Denmark semi-final match boosted mid-week alcohol sales by 40% compared to the previous week (where there were no home nation matches played).  Beer rose most, followed by RTDs (Ready-To-Drinks).

The Euros final England v Italy saw an even bigger rise compared to the same day the previous week. This time RTDs rose most, but all other categories within alcohol rose more than during the semi-final.

Some alcohol brands ran specific campaigns to accompany the tournament:

With supporters looking to show their affiliation, there were other categories that benefitted. We looked at sales for the weeks of the tournament compared to those same weeks last year:

Campaigns with football-related branding within other categories included:

International events clearly raise the sales in categories related to enjoying the event – drinks, supporters clothing and branded items.

The delayed 2020 Olympics begins on 21st July and continues through to the 8th August

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