Scotland fans made headlines by consuming significant amounts of beer in Boston, demonstrating their enthusiasm and support for their team. Despite the Scottish team’s performance on the field not matching their fans’ fervor, England’s pubs are experiencing a positive impact from England’s progress to the World Cup semi-finals. Pubs in England, facing financial challenges, are seeing increased beer sales thanks to the tournament’s excitement.
England is set to play against Argentina in Atlanta on Wednesday, with a kickoff at 8 p.m. local time. Fans in England will likely gather in pubs nationwide to watch and support their team, as they aim for their first World Cup final in 60 years. Steve Haslam, owner of the Bread and Cheese pub in Thundersley, shared with NBC News that the World Cup generates roughly 15% of his pub’s annual sales. He anticipates an additional £7,000 to £9,000 ($9,400 to $12,000) in revenue on Wednesday, thanks to England’s match.
During the World Cup group stages, around 5.5 million extra pints were sold, according to UK Hospitality. Emma McClarkin, CEO of the British Beer and Pub Association (BBPA), expects Wednesday to be the tournament’s most successful night, with over 6 million additional pints sold—a 75% increase compared to an average July Wednesday.
Despite the temporary boost from the World Cup, financial pressures continue to plague the pub industry. Figures from the BBPA reveal that 161 pubs closed between January and March, averaging almost two per day. Steve Haslam, who is also director of Aim Pubs, noted the difficult circumstances, with margins becoming squeezed.
The government relaxed licensing laws for England’s match against Mexico, allowing pubs to remain open until 5 a.m. local time. However, organizations like UK Hospitality and the BBPA argue that further government action is necessary to safeguard the industry. High business rates and taxes are cited as factors contributing to pub closures.
“The government needs to fully recognize the contributions pubs make to the economy and social wellbeing of local communities,”
said Ash Corbett-Collins, chairman of the Campaign For Real Ale (CAMRA). He emphasized the risk of losing more pubs without meaningful support. Fairer business rates and reduced taxes on food and drink, including beer, could provide relief. The industry cannot rely on occasional sports tournaments to survive.
The British Treasury announced measures to support the hospitality sector, including tax cuts on family attractions and extending World Cup opening hours. In January, the government also introduced a 15% discount on business rates for pubs and live music venues until April, with no increases for two years. The BBPA views this as vital but temporary, advocating for a longer-term strategy to sustain pubs and their role in communities.
Steve Haslam urged the government to revise its approach to business taxes. He underscored the importance of pubs as community hubs where people create lasting memories. He stated, “The great British pub is the heart of the country. They’re social hubs doing so much good for the community.”