Even those who don’t follow sport are aware that Scotland qualifying for a World Cup is about as rare as a sighting of our national animal, the unicorn.
And so the Scotland team’s matches at the upcoming tournament are likely to draw a lot of eyes – football fans and otherwise.
And while the three confirmed Scotland matches (on 14th, 19th and 24th June, respectively) are likely to be the highlights, brewers have predicted the tournament as a whole is likely to help increase footfall.
Kevin Fawell, sales director at Carling owner Molson Coors Beverage Company, said major tournaments such as the World Cup are “pivotal moments for the on-trade, with fixtures likely to drive consistent footfall throughout the competition”.
“For operators, ensuring a strong core lager range is stocked will be absolutely essential,” said Fawell.
And Suzie Carlaw, marketing manager at Belhaven Brewery, stressed that it won’t just be the Scotland fixtures that will help to lift trade.
“As you can expect Scotland match days will drive the biggest spikes for venues over the tournament, but the wider tournament will still drive footfall too, as fans come together to enjoy a summer of sport,” she said.
“For many, there’s no better way to do that than in the pub, enjoying great quality Scottish brands throughout the tournament that celebrate Scottish pride.”
Creating an atmosphere in-venue will, said Carlaw, be ‘key’ to attracting customers back time and again.
“My key advice would be lots of creativity for the season, with themed POS (including fixture posters and decoration) and simple promotions that can make a big difference to why guests will choose your venue,” she said.
“We’ll be supporting our customers with tournament focused activations, including branded football T-shirt giveaways and Belter branded outlet promotions, to help venues make the most of every game and drive people to come back for more.”
As Scotland’s biggest lager, it’s no surprise that the World Cup will be ‘a key focus’ for Tennent’s this year, according to Kenny Gray, on-trade sales director for Scotland and Northern Ireland at C&C.
“People are increasingly valuing experiences that offer connection and an engaging environment, and there is no bigger connection than our national team qualifying after nearly three decades,” said Gray.
“Pubs and venues are well placed to capitalise on this, using sport to attract customers year-round, extend dwell time, increase spend while showcasing their role for shared experiences. We have already seen many venues offering ‘fanzone’ experiences and many have sold out already.
“During such events beer and cider tend to dominate, particularly draught lager as consumers seek sessionable serves they can enjoy over a match and easily buy in rounds.”
With this year’s fixtures not kicking off until later at night (the first Scotland game kicks off at 2am UK time), ‘sessionable’ could be the operative word.
“With games taking place late in the evening, lower ABV and more session-able choices will potentially be key for venues throughout the tournament,” said Hannah Moore, senior customer marketing manager at BrewDog.
The optimism about the tournament isn’t without precedent.
According to Will Rice, on-trade director at Heineken UK, during the Euro 2024 tournament Scotland’s first group match became the third-largest day for draught beer and cider pint sales across the tournament, behind England’s quarter-final and the final.
“That highlights the strength of Scottish fan engagement, even outside the latter knockout stages,” said Rice.
“However, the uplift is not limited to home nation matchdays alone.
“Across the full Euro 2024 tournament period, beer and cider draught volumes increased by 8% vs 2023, equating to an additional £1353 per outlet, or around 22 extra pints per game per venue.
“This indicates that international tournaments create a sustained trading uplift, driven not only by Scotland’s fixtures but also by weekend kick‑offs and the knockout stages, all of which encourage repeat visits and longer dwell time throughout the competition.”
Optimism also isn’t limited to the bigger players in beer.
Scott Williams of Williams Brothers said he reckoned provenance will play into drinks choices for Scotland fans.
“There’s never been a better moment — for many, a once-in-a-generation occasion — to celebrate what’s produced on our doorstep,” said Williams.
The brewer launched its new lager, Ceilidh, earlier this year, which Williams reckoned should sell well during the tournament.
And he advised licensees to keep local names in mind ahead of the tournament kick-off.
“My advice is simple — lean into local provenance,” said Williams.
“Champion what’s brewed on your doorstep and tell that story clearly.
“Customers respond to authenticity, especially when national pride is high.”
