E-Malt.com News article: UK: Another bad year for beer sales forecasted after England failed to qualify for Euro 2008 football championship

England will probably have another bad year for beer sales after football national team failed to qualify for Euro 2008. The Morning Advertiser published November 23.

Last summer was the worst in living memory for many with the lack of a major sporting tournament, poor weather, flooding and, of course, the smoking ban.

Beer sales have plummeted to their lowest level since the Great Depression and supermarkets are cutting prices to an all time low. Lager is now available for just 22p a can in some supermarkets.

The pressure on pubs next summer could now be unbearable. The Confederation of British Industry predicted the economy could miss out on a £2bn bonanza after England's failure.

The British Beer and Pub Association estimates that a single England match can generate an increase of between £20m and £30m on the normal turnover of £60m a day.

That would have been a welcome boost for the nation's pubs.


23 November, 2007