England game drives draught sales by 122%

England’s opener performed strongly for Admiral Tavern’s Proper Pubs division.

Pubs and bars across the UK have hosted their first England game, as part of the UEFA Euro 2024 tournament.

Sales have been dramatically increased during a number of games, with England's opener against Serbia performing particularly strongly for Admiral Tavern's Proper Pubs division. 

On Sunday 16 June, Proper Pubs saw a 122% uplift in draught sales during the 8pm game versus the previous two Sundays.

"It was fantastic to see such positive trading momentum across the estate during England's first match of the 2024 Euros," says Mark Brooke, the managing director of Proper Pubs. "Initial figures from Proper Pubs show an impressive 122% uplift in draught sales during the game versus the previous two Sundays, which stands testament to the hard work of our operators across the country making sure their pub acts as the go-to social hub to celebrate the tournament.

"We have some fantastic promotions and offers running over the Euros period, including discounted beer bottles and Fanzone areas in selected sites."

Proper Pubs is the community operator division of Admiral Taverns, which has more than 200 pubs across England, Scotland and Wales.

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