With the Euro 2020 finals attracting a staggering 31 million TV viewers in the UK, you can bet this year’s event will be a massive opportunity for hospitality businesses across the country to thrive.
To help you score big, we’ve put in the work to estimate just how many pints are predicted to be drunk and how much the UK public may spend throughout the four-week tournament. Our data dives into UK spending, providing insights that can help you maximize your profits and make Euro 2024 a winning occasion for your patrons and business.
Euros 2024 Beer Consumption Set to Exceed 600 Million Pints
With the country gearing up for a season of sporting spirit, we predict that Brits may drink an estimated 604.5 million pints throughout the football tournament. This nearly doubles the total amount of beers drunk at the Euros 2020 (364 million), with data estimating that 13 million pints could have been bought during the competition’s final match (calculated by multiplying the final match estimate by the 28 days of the competition).
This staggering figure places the average at about 8 pints per person daily during the event, signaling a significant spike in pub-going and beer consumption.
UK Set to Spend Over £2 Billion on Pints
Not only are fans expected to drink over 604 million pints of beer, but they’re also projected to spend a monumental amount of money in the process. We anticipate that the total expenditure on beer during the tournament could surpass £2.4 billion. On a per-person basis, this boils down to an estimated £74.25 spent on beer alone throughout the competition.
These estimates could have a huge effect on the hospitality industry, which saw 6,000 venue closures in 2023 due to a combination of rising energy bills, increases in business rates, and struggling profit margins.
Spending Across the UK
As we can see from our data predictions, football fever is set to sweep across the UK, but not every region will be celebrating—or spending—equally. The economic impact varies by location, with per-person beer spending painting a vivid picture of regional differences during the tournament.
We worked out the top UK cities that we estimate will spend the most during the Euros:
| Region | Amount |
|---|---|
| London | £120 |
| Manchester | £92 |
| Southampton | £91 |
| Glasgow | £90 |
| Liverpool | £89 |
| Birmingham | £83 |
| Leeds | £82 |
| Portsmouth | £82 |
| Newcastle | £74 |
| Nottingham | £73 |
How Small Businesses Can Prepare for Euro 2024
With the fixtures set and excitement beginning to mount, hospitality businesses must be well-prepared to handle the influx of customers. We’re sharing our key strategies to ensure your business meets customer expectations and exceeds them.
- Stock Up and Staff Wisely With estimated busier peak times than usual, it’s crucial to anticipate your inventory needs. Review your sales data or performance from previous sporting events to gauge the amount of beer and other beverages you might need. You might also want to have extra stock for popular brands or customer favorites. Similarly, staffing is key—ensure you have enough hands on deck to manage the hustle and bustle smoothly. Consider hiring temporary staff if necessary, and it may be worth giving your team a refresher on handling busy periods, especially with excitable football fans. This preparation helps maintain a high level of service, keeping customers satisfied and likely to return.
- Get Your Payment Methods in Order With customers not wanting to miss a moment of the action, quick and efficient payment processing is essential. That translates into having a swift and easy-to-use system that can handle an influx of transactions.If you haven’t already, review your current payment systems and consider upgrading to more advanced solutions. This won’t only benefit your business during the Euro 2024 competition but also in the long-term, as it could give your service a competitive edge and keep it up-to-date with the latest payment technologies.Implementing fast, reliable POS systems and promoting contactless and mobile payments can drastically reduce wait times and improve customer experience. This speeds up transactions and helps manage larger crowds more effectively, ensuring that every customer leaves with a good impression.
- Market Your Business Customizing promotions to match the event can create a more engaging atmosphere and attract more customers. Consider offering discounts during quieter matches or launching special promotions tied to game outcomes.Plus, engaging with your customers through social media can increase your visibility and draw a larger crowd. Hosting viewing parties can also enhance the event experience, making your venue the go-to spot for enjoying Euro 2024.
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