Shoppers in the UK bought more beer, lager and cider in the week ending 11 June as they prepared for the start of the European Championship, new figures have shown.
The retail value of the three categories jumped by £15.8 million in total when compared to the average for the eight weeks previous, though wine sales fell 2.7%.
Shoppers stocked up on lager in anticipation of England and Wales’ first game of the tournament last Saturday, adding £10.4 million of sales for the UK’s supermarkets, according to data and predictive analysis provider IRI.
IRI’s figures also highlighted sales increases for cider and ale during the first few days of Euro 2016. Revenue from cider sales increased by the most – 33.9%, or £4.3 million in additional sales – while sales of ales grew by 8.9%, or £1.1 million.
“The total sales uplift of £15.8 million from beer, lager and cider will be a welcome boost to the supermarkets who rely on key events and the weather to boost sales over the summer,” IRI said.
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