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ACT parent company Bira says Spring Statement fails to address high street crisis

26 Mar 2025

ACT parent company Bira has said the Chancellor's Spring Statement delivered today has failed to address the "perfect storm" of cost pressures facing independent retailers across the UK,... Read more…

ACT parent company Bira outlines key priorities ahead of Spring Budget

25 Mar 2025

ACT parent company Bira has outlined its key priorities ahead of the Chancellor's Spring Budget statement.
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Bristol-based cycling charity Life Cycle now offering Cytech training courses

20 Mar 2025

Cytech, the internationally recognised training and accreditation scheme for bicycle mechanics, have partnered with Bristol-based charity Life Cycle to offer a range of bicycle mechanic... Read more…

High street 'death knell' – indie retailers, including cycle shops, shutting doors ahead of April tax rises

12 Mar 2025

Towns and cities across Britain are already seeing a wave of closures as independent businesses shut their doors ahead of April’s triple tax burden, including those in the cycling retail... Read more…

Research shows UK businesses hiring more as consumer confidence lifts

5 Mar 2025

New research has revealed a recent uptick in UK consumer confidence, leading to increased hiring by businesses, with the retail sector responding positively to signs of economic resilience.
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Independent cycle shop becomes first retailer to stock new local bike brand

28 Feb 2025

Independent cycling retailer and ACT member Velo Fit has become the first to stock a new brand of bikes focused on combining quality and affordability.
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Bira cautiously welcomes new crime and policing bill to tackle retail crime across high street businesses

26 Feb 2025

ACT parent company Bira has cautiously welcomed Labour's Crime and Policing Bill but is calling for urgent action and immediate funding to address the surge in retail crime affecting independent... Read more…

Bira warns of 'troubled times ahead' despite interest rate cut

7 Feb 2025

ACT parent company Bira has warned that retailers across Britain face troubled times ahead despite today's Bank of England interest rate cut to 4.5%, as the Bank halves its growth forecast for... Read more…

Free webinar exclusive to ACT members on employment law compliance

4 Feb 2025

The ACT and legal partner WorkNest are hosting an exclusive webinar on how to remain compliant with employment law while making necessary business changes.
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ACT parent company Bira urges Government action as December sales disappoint

23 Jan 2025

ACT parent company Bira is calling for urgent government intervention following disappointing December retail figures, which show sales volumes fell by 0.3% following a modest 0.1% rise in... Read more…

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Indie retailers – get ready to capitalise on World Cup opportunity

Posted on in Business News

The world’s largest brewer, Budweiser Brewing Group, has suggested that the World Cup, which kicks off in Qatar on November 20th, could see a possible 13.5% increase in off-trade sales, compared to 2019, which could be equivalent to an extra 62 million pints.

The tournament represents a significant opportunity for independent retailers to leverage supporter interest in the tournament to boost consumer spend, with 70% of us saying we are most likely to watch most matches at home.

World cup pitch

“This FIFA World Cup tournament is certainly set to be different from previous years with it being held in the winter months. This presents a unique sales opportunity for the off-trade as consumers look to transfer out-of-home occasions and elevate the at-home viewing experience,” said Maria Neves, head of category management, Budweiser Brewing Group UK&I.

“The success of the Lionesses this summer is only adding to the excitement and we’re expecting the nation to get behind the men this winter. Stores need to start thinking about their World Cup displays and stocking up now to make the most of this opportunity.”

Budweiser Brewing Group shared three top tips to help retailers drive sales this winter:

Stock up on beer
Consumption of beer rockets during TV sports compared to the average at-home occasion. The 2018 FIFA World Cup saw an 18% increase in shoppers in the beer category compared to the average for the year contributing to an additional 1.4m shoppers.

Looking ahead to this winter, 63% of shoppers plan on drinking beer when watching the games, more than wine and spirits combined (11%), according to recent research.

Make sure you’ve got the right formats
Despite bottles and cans being evenly split in the total beer category, bottle serves over-index during football matches. Retailers should ensure they have a well-stock beer fridge containing bottle formats to capture spend throughout the tournament.

Additionally, large and mid-bottle packs tend to over-index during football tournaments. With the majority of drinking occasions taking place at home with friends and family, retailers should prioritise mid to large pack sizes to cater to consumer demand.

Drive sales with food and beer pairings
Food and beer go together, and football matches are no exception. 71% of off-trade alcohol purchases are made with food compared with 66% in February 2020. Significantly, mealtimes now account for 43% of all drinking occasions in the home.

Food is particularly important during football tournaments, driving 38m more occasions. During the 2018 World Cup burgers were the most popular food. Offering meal deals in-store, such as beer and burger bundles on matchdays or in-store promotions, is one easy way stores can encourage cross-spend.

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