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World Cup - brewers and pubs ready to cheer on England!

13/06/14


With England’s World Cup Campaign about to get underway, The British Beer & Pub Association says that Britain’s brewing and pub industry will be right at the heart of supporting the team. With extra hours secured for England’s late kick-offs, there is no better place to watch the action than in your local with a great beer.


The BBPA, which represents, brewers and pub companies, estimates that around three million will enjoy the World Cup in the pub this Saturday, with six million extra pints of beer sold, and around £20 million in extra turnover generated.


“Both brewers and pubs are really getting into the spirit to ensure that customers get the most out of this great event,” says BBPA Chief Executive, Brigid Simmonds. “If England does well, this will create a feel-good factor, and pubs are putting themselves in a position to reap the rewards.”


Pubs have been gearing up for months, with the BBPA expecting around two-thirds of all pubs to show the England games. Several BBPA member companies have organised workshops where hundreds of licensees have attended, helping them to get the most out of the event, such as how to plan suitable menus, decorating the pub and getting hold of merchandise, and making the most of the space available. And the BBPA, working with the police and local councils, has itself produced guidance for pubs on how to help ensure a safe and successful experience for customers.


Britain’s brewers have also been rising to the challenge, producing special beers to be enjoyed for the tournament that really capture the spirit of the event. In London, Fullers have brewed Two Halves; a golden ale using hops from the five different continents. Batemans in Lincolnshire has England Expects, which comes with a three-way pump clip that covers all possibilities, when it comes to England’s progress through the tournament. In the North West, JW Lees has its Braziliant bitter, and Caledonian Brewery, has Road to Rio, a Golden Ale.


Brigid Simmonds comments:
“When it comes to enjoying the huge excitement of the World Cup, only being at the game itself can compare with being in the pub. Many millions will be enjoying the football with friends in the fantastic atmosphere provided by tens of thousands of pubs across the country. It’s a brilliant event for pubs, and a great time to get out and support your local as well as to cheer on the England team.”


Notes to editors:

The British Beer & Pub Association is the leading body representing Britain’s brewers and pub companies. The Association is more than a century old and was originally founded as the Brewers’ Society in 1904. Our members account for some 96% of beer brewed in Britain today, and own more than half of the nation’s pubs.




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For further information contact:

Neil Williams
Head of Media
nwilliams@beerandpub.com
Tel: 020 7627 9156 / 07974 249 779


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