Find out why Birmingham pubs are pouring more pints than anywhere else in the UK for Euro 2024


Birmingham pubs have reported a 77% increase in pint sales during England's Euro 2024 matches, according to data from Access Hospitality.
This surge in sales comes as a relief to venues grappling with rising costs and staff shortages.
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Hide AdAccess Hospitality, a technology company serving the hospitality industry, analysed payment data from 2,400 English venues.
Birmingham led the pack with a 78% increase in sales, followed by Bath and Tunbridge with 71% and 69% respectively. Only four of the 26 locations surveyed saw less than a 17% rise in pint sales.
Nationwide, pubs have served 90% more pints than usual during England's Euro 2024 matches, nearly doubling their revenue. The highest sales were recorded during England's first match against Serbia on June 16th, with a 114% increase in pints sold and a 126% rise in revenue.


Martin Verdon-Roe, GM Hospitality at The Access Group, said: “Compared to the last Euros in 2021, when Covid-19 restrictions were still in place, the hospitality industry has bounced back. England clearly want to experience their team’s matches on the big screen surrounded by crowds of people.
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Hide Ad“The Euros is a golden opportunity for venues to attract more customers, especially on traditionally quieter nights of the week like Tuesdays. As our data shows they’ve more than risen to the occasion.”
“Of course, we’d always encourage people to drink responsibly. Many of the venues we work with now have a wide range of non-alcoholic beers too, which are growing in popularity.”
England's quarter-final match against Switzerland this Saturday is expected to draw large crowds to venues. The British Beer and Pub Association (BBPA) estimates that nearly 20 million additional pints, valued at over £93 million, will be served during the Euros.
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