After Saturday’s quarter-final saw drinks sales surge 84%, HEINEKEN UK’s Star Pubs predicts Wednesday’s clash with Argentina could be the busiest midweek day in history
Millions of fans are expected to head to their local on Wednesday night as England take on Argentina in a blockbuster World Cup semi-final that could see the Three Lions book their first place in a World Cup Final for 60 years.
With kick-off at 8pm, pubs across Britain are preparing for one of the biggest nights of the year, as supporters look to experience the tension, noise and shared emotion of a historic England match together.
Saturday’s dramatic quarter-final win over Norway offered a powerful glimpse of what could be to come, with HEINEKEN UK’s managed operator pubs reporting drinks sales up 84% compared with the same time last year, as fans packed out pubs to watch Jude Bellingham fire England into the last four.
Sales built steadily from 7pm before peaking at 10pm, when drinks sales were 241% higher than the equivalent period last year, while the drama of extra time delivered an estimated 10% uplift as supporters stayed to watch every nail-biting minute.
Now, with England facing reigning champions Argentina on Wednesday evening, HEINEKEN UK’s Star Pubs expects the semi-final to not only be the busiest midweek day for pubs so far this year, but potentially one of the busiest midweek pub days ever.
Lawson Mountstevens, Managing Director of HEINEKEN UK’s Star Pubs, said: “The roar after Bellingham’s winner was incredible at my local, but Wednesday could top it. If the Three Lions book their place in the World Cup Final, pubs across Britain won’t just be busy, they’ll be bursting.
“With Saturday showing sales up 84%, we expect Wednesday to not only be the busiest midweek day so far this year, but possibly one of the busiest ever, with millions of people heading to their local to experience the atmosphere.
“After 60 years of hurt, let’s dare to dream that it could be coming home!”
Wednesday’s semi-final brings together two of football’s fiercest World Cup rivals, with England looking to overcome Argentina and take one more step towards history.
For pubs, it represents a major midweek moment at a time when the sector continues to face significant cost pressures, offering a valuable sales boost as well as a reminder of the unique role locals play in bringing communities together for national sporting moments.
From packed bar rooms and shared nerves to the eruption that could follow a final whistle, millions of supporters are expected to choose the pub as the place to watch whether England can move within touching distance of World Cup glory.