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Portugal becomes first EU country to cut VAT on bicycle purchases this year

10 Jan 2023

Portugal has become the first EU country to cut VAT on bicycle purchases this year, from 23% to 6%.
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One in three responds to Big Bike Revival to use bike for one in two journeys previously taken by car

9 Jan 2023

Cycling UK says that its Big Bike Revival programme, which encourages people to get unused bikes out of their garages and sheds and start using them for everyday trips, has led to a third of... Read more…

Busiest year yet for TfL’s cycle hire scheme

9 Jan 2023

Transport for London’s (TfL) cycle hire scheme saw more bikes hired during 2022 than any other year in the scheme’s history, with 11.5 million rentals across the year.
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Tyl by NatWest card machine hire fees offer extended

9 Jan 2023

Great news, our exciting new card payments partner Tyl by NatWest have extended their offer of no card machine hire fees from the first 3 months the the first 6 months!
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Coffee road trip across Scotland unveiled with eight 'must visit' indie cafes

5 Jan 2023

To celebrate the release of the new Independent Coffee Guide Scotland for 2023, a coffee road trip across Scotland has been unveiled with eight 'must visit' destinations. The road trip passes... Read more…

Check how your High Street has changed since 2020

4 Jan 2023

BBC analysis has shown that beauty salons and tattoo parlours have prospered on high streets while the number of banks and department stores has fallen. Places to eat and drink have also... Read more…

£32.9 million to create a national network of walking and cycling experts

3 Jan 2023

Millions are being encouraged to walk and cycle more this year to get fit and save money, with an additional £32.9 million of government funding to accelerate walking and cycling schemes... Read more…

Almost 50 shops in the UK closed for good every day in 2022 – 65% of them independents

3 Jan 2023

Almost 50 shops in the UK closed for good every day in 2022 - more than at any other time in the last five years – according to a new report from the Centre for Retail Research.
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Leicester becomes latest to offer a free e-bikes scheme funded by Department of Transport

14 Dec 2022

Leicester has become the latest city to offer a free e-bikes scheme to encourage people to leave their cars at home and pedal around the city. The scheme, which is funded by the Department for... Read more…

Upskill your team with Microsoft online courses through Activate Learning

13 Dec 2022

ACT’s Cytech delivery partner Activate Learning, of which Activate Cycle Academy is a part, is offering FREE online Microsoft accredited online courses for employers to enable their staff... 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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