The British Beer and Pub Association (BBPA) is predicting that 10m pints worth £40m will be poured and enjoyed this Sunday as the Lionesses face Germany in the UEFA Women’s Euros.
With momentum and support growing ahead of the game, and the country getting behind the so far unbeaten team, the trade association is hoping people will head to their local pub to cheer England on to victory.
The event is hoped to boost trade by up to one-third, with 10 million pints to be sold, compared to just over seven million on a typical Sunday in July.
BBPA chief executive, Emma McClarkin, said: “It has been fantastic to see so much passion and excitement building for our Lionesses. This tournament has inspired many and shown that anyone can and should be able to play and enjoy football.
“We’re optimistic that the final will give a boost to pubs, and hoping it may be even more than predicted, as the widespread interest in this year’s women’s tournament so far has been unprecedented.
“We’re looking forward to fans making the most of Sunday’s final by heading to their favourite pub to cheer England on to victory, because there really is no better way to enjoy a game than with a pint in hand at your local.”