Football fans watching Euro 2024 matches on the pub have helped operator Marston’s achieve a rise in like-for-like sales.
The company, which has its brewery in Burton upon Trent, experienced a “considerable uplift” from Euro 2024 with like-for-like sales for the week of the semi-final and final matches rising by eight per cent compared to the same period in the previous year.
Figures released in a trading update today show like-for-like sales increased 5.2 per cent for the 42 weeks to 20 July 2024 and total retail sales in the group’s managed and franchised pubs increased by 6.2 per cent as its portfolio of “well-invested community pubs continues to demonstrate its appeal”.
Like-for-like sales increased by 2.4 per cent in the 16-week period to 20 July, compared to the same period last year.
The company has said the boost from Euro 2024 has helped to “lessen the impact of recent unseasonably wet weather and a particularly strong comparative period last year”.
It added: “We continue to see positive momentum across both food and drink occasions. Food sales have been particularly encouraging, with changes to our menu proving increasingly popular with guests.”
Earlier this month, the group agreed to the sale of its 40 per cent interest in Carlsberg Marston’s Brewing Company (CMBC) to a subsidiary of Carlsberg for £206 million in cash.
The trading update states: “This strategic and transformational transaction will enable Marston’s to become a focused, pure-play pub company and supports a significant reduction in the Group’s net debt to <£1 billion in a significantly accelerated timeframe.”
Marston’s CEO Justin Platt said: “The continued positive trading momentum carried through from H1 has been encouraging.
“This is a testament to the focus and energy of our team, who are dedicated to giving our guests the very best pub experiences.
“The disposal of our 40% stake in CMBC marks a pivotal step for Marston’s, allowing us to become a pure play hospitality business.
“I look forward to delivering on the opportunities a focused pub business will provide.”
