Optimistic Brits get the lager in as the Euro 2016 Football Championships kick off

  • IRI research shows extra £10.4 million of lager sales before first England game
  • Cider sales grew by more adding £4.3 million to supermarket sales  

BRACKNELL, U.K. – 17 June, 2016 – Shoppers stocked up on lager in eager anticipation of the first England game of the UEFA Euro 2016 Football Championships last Saturday, adding an additional £10.4 million of sales to the UK’s supermarkets said IRI, the global provider of big data and predictive analytics for FMCG firms.
IRI’s Retail Advantage database, which collects sales data for thousands of FMCG products across the UK’s major supermarkets, also highlighted sales increases for cider and ale during the first few days of the Euro 2016 championships. Revenue from cider sales increased by the most, 33.9%, adding £4.3 million to supermarket topline sales while ale sales grew by 8.9%, adding £1.1 million in sales.
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.
Product Total sales for the w/e 11 June 2016 W/e 11/6 uplift v average sales over previous 8 weeks Difference in £M for the w/e 11 June 2016
Ale £13.3M 8.9% +£1.1M
Lager £51,2M 25.5% +£10.4M
Cider £16.9M 33.9% +£4.3M
Wine £95.7M -2.7% -£2.6M
According to IRI’s Director of Strategic Insight for Retail, Martin Wood: “Sporting events give retailers a critical opportunity to boost sales, particularly when England are playing. In the 2014 FIFA World Cup for example we saw sales of beer, wine and spirits peak while England was still in the game. This trailed off once they were out of the tournament.  Assuming England continue to play well after today’s win against Wales, we expect to see even bigger increases in beer, lager and cider sales as the game progresses, leading to a bumper few weeks of sales for retailers.”
He added: “Cider manufacturers may not have added as much in sales revenue but they grew their sales more than any other alcohol product. This is likely to be the result of a period of marketing campaigns around new product launches from manufacturers such as Kopparberg and other traditional and world ciders. Both retailers and manufacturers should be taking advantage of key football games in this tournament, planning promotions that leverage the party spirit around the British teams.”
IRI’s Retail Advantage data also showed that wine sales dropped during the week ending 11 June – by -£2.6 million – confirming suspicions that football fans favour not just beer, but also cider.
Note to editors:
IRI’s Retail Advantage solution measures sales of all FMCG products across all of the UK’s major supermarkets.
It compared sales in the week ending Saturday 11 June 2016 with an average sales figure for the preceding eight weeks (so 4 April to 4 June 2016)
About IRI
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help FMCG, OTC health care, retailers and media companies to grow.  With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand cloud-based technology platform, IRI guides over 5,000 clients globally in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver growth. www.IRIworldwide.com. Follow IRI on Twitter.
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IRI Contacts: 
For further information please contact:
Teresa Horscroft
Email : teresa@eurekacomms.co.uk 
Tel: +44 (0)1420 564346; Mob: +44 (0)7990 520390
Vera Malthotra
Email: vera.malhotra@iriworldwide.com
Tel : +44 (0)1344 746213

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