HQ BUILDING THE BUSINESS
The Euros represent a great opportunity for clubs. During the 2018 World Cup, fans drove a 39% increase in incremental spend.
May 17 saw dreams come true for 3.3m UK adults The ongoing reopening of football clubs across the UK will be a resounding success, if research from AB InBev’s Budweiser Brewing Group is anything to go by. The brewers research amongst 2000 consumers reveals just how much the great British public missed a pint in their favourite locals during lockdown.
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udweiser Brewing Group’s (BBG’s) recent research has revealed that as many as 3.27 million UK adults have actually dreamt about their first pint back in their local after the long lockdown. One in five of the 2000 respondents have found themselves talking about this landmark moment with their friends, 45% surveyed ‘are simply looking forward to enjoying a drink with friends and family’ and 10% are most looking forward to catching-up with their favourite bar staff. The research also reveals that safety comes first. The vaccine rollout (48%) is the most cited reason for punters feeling safe to enjoy a pint out, followed by warmer weather – allowing for better ventilation and being outside – (40%), and venues enforcing strict social distancing, masks and cleaning (37%). JD Thumelaire, On-Trade Sales Director for Budweiser Brewing Group, said: “We’re urging Brits to support their locals in a safe way over the coming
24 CLUB MIRROR FOOTBALL SPECIAL
weeks by visiting them to enjoy a pint with friends and family. All the while we’ll continue to work around the clock to supply our customers with fresh kegs, as punters flock to enjoy their first proper indoor post-lockdown pint.” Top tips on building business post lockdowo Meal Occasions – With 93% of consumers seeing a
meal deal as a positive influencer when choosing a venue, Stella Artois launched ‘The Life Artois’ meal occasions campaign to help venues tap into key mealtime moments. A suite of social media assets and point of sale are also on available for clubs wanting to showcase meal deals around occasions such as Bank Holidays and Father’s Day. Outdoor Space – Last year, outlets with outside space drove volume recovery +4.5% versus the average. BBG is offering customers a range of outdoor support to cater for increased consumer demand including Stella Artois outdoor packages which include a mobile bar, takeaway cups, parasols and aboards.
Over 90% of consumers see a meal deal as a positive influencer when choosing a venue.
Summer of Sport – BBG predicts that 618m pints of beer will be sold between May and July as the ontrade reopens and international sport returns. And according to research, sports fans spend 90 minutes
