Proactive Investors - Pubs and bars could experience a rise in drink sales over the next few months due to the Six Nations rugby tournament.
It’s been dubbed a “golden opportunity” for venues, many of which have struggled with weakened sales at the start of 2024, largely due to the popularity of the dry January challenge.
Beer and cider sales rose 35% year-on-year during matchdays in 2023’s tournament, leaving experts confident this year’s iteration will drive similar growth.
Paul Bolton, a director at CGA, said: “A squeeze on spending after Christmas has given the [hospitality] a tricky start to 2024, but the Six Nations is a golden opportunity to encourage visits and promote brand trial and trade-up in February and March.”
Guinness is one drink in particular which could benefit from rugby fans watching matches on-premise.
Stout drink sales rose by 85% on average during the 2023 tournament and with Guinness, a rugby fan favourite, once again the Six Nation sponsor, it is likely to experience its own sales boost.
However, last week Diageo (LON:DGE) boss Debra Crew revealed the drink was shaking its image as a ‘rugby lad’ beverage and is instead attracting more female drinkers.
Female drinkers of the beverage rose by 24% in the UK, according to the spirits group.
Crew said: “We are seeing more and more Guinness drinkers that are women. I certainly notice this in pubs.
“It looks kind of intimidating, right? And it did come from this kind of rugby lad culture. And yet I think when women find that they try it, actually it’s lighter than what they think it’s going to be.”