Summer of sport to help sell 413 million pints of beer in off-trade

The company is forecasting that sales of beer in the summer months will grow around 20% compared to the last year of regular trading in 2019, equivalent to an additional 88 million pints sold.

In addition, Budweiser has shared its five top tips to help retailers drive sales this summer: stock up early and maintain momentum, give sponsorship brands prominent space on shelf, boost basket spend with food and drink pairings, engage with shoppers in-store, and remember it’s not just football that returns to screens this summer.

Neil Baker, head of category management at Budweiser Brewing Group, said: “Beer and sport go hand in hand for many consumers and for retailers, sporting occasions have always driven mammoth sales within the beer category. This year is set to be bigger than ever for stores, as Brits gather to celebrate the return of long-awaited sporting events at home. With just over a month until the Euros begin, stores need to start stocking up now to make the most of this unprecedented consumer demand.”