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Trade association welcomes Home Office ‘back-to-basics’ retail crime promise

13 Sep 2023

The recent pledge by police forces across England and Wales to pursue every lead that holds a reasonable chance of apprehending criminals and solving crimes has been welcomed by Bira, which... Read more…

Hidden basement bar in Liverpool named 'best vegan restaurant' in Britain

12 Sep 2023

A family-run Liverpool restaurant hidden inside a basement is officially Britain's best vegan venue.
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Shoplifters working in organised groups targeting shops with co-ordinated raids

11 Sep 2023

A warning has been issued that shoplifters in the UK are becoming increasingly “emboldened” and appear to be often orchestrated by organised criminal groups, which steal to order,... Read more…

Shops urged to prepare for single-use plastics ban coming into force on 1 October

11 Sep 2023

It has been suggested that some shop owners may be unaware or unprepared for the upcoming change to regulations on single-use plastics on plates, bowls, trays, containers, cutlery and balloon... Read more…

National Lottery retailers urged to transfer retail agreement to new operator.

30 Aug 2023

Allwyn, incoming operator of The National Lottery, has urged independent National Lottery retailers to log on to its new online retailer portal via Read more…

Retailers sceptical about Home Secretary’s call for ‘every theft’ to be investigated.

30 Aug 2023

Shop owners have expressed scepticism that the Home Secretary's recent call for every theft to be investigated by the police will come to fruition, suggesting that police resources are already... Read more…

Consumer confidence shows ‘renewed optimism’ against falling core inflation

29 Aug 2023

Consumer confidence is showing “renewed optimism” against a backdrop of falling core inflation, new figures suggest.
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Coventry shop owners launch street market to bring more people into the area

29 Aug 2023

Shop owners in a part of Coventry have rallied together to launch a street market, with hopes of boosting the number of people that visit the area.
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Indies drinks retailers short-changed in government duty consultation

16 Aug 2023

Independent quality drinks retailers were woefully underrepresented among those consulted by government over the duty changes now hitting businesses, it has been claimed, after industry magazine... Read more…

Online bookshop hits £3 million for independent sellers

16 Aug 2023

Online bookshop Bookshop.org has reached its target of raising £3 million in profit for independent booksellers in its fight for them to “thrive in the world of ecommerce”.
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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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