Waitrose beer sales surge as World Cup fever grips

24 June, 2014

Shoppers spent an extra £27.7 million on beer and cider during the first week of the World Cup (IRI, week to June 14).

The sunny weather and the football put shoppers in a “carnival mood”, according to IRI, which reported lager sales shot up by 10 million litres and cider sales rose by 2.5 million litres.

Soft drinks also benefitted from the party atmosphere, showing a 17% increase in unit sales comparedto last year.

Champagne and sparkling wines also had a good week, with sales up 25%.

IRI analyst Tim Eales said: “It’s the perfect storm – great weather, a party atmosphere during the start of the World Cup, Father’s Day and a general feel-good factor in the country at the moment.”

The England team has since been unceremoniously dumped out of the World Cup, but with Wimbledon tennis on and continued sunshine the analysts are in a buoyant mood.

Waitrose said beer sales rose by 50%, cider sales increased by 34% and soft drinks sales jumped 40% during the week to June 14, adding that it had sold 1,300 World Cup beer glasses. 




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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