England’s opening Euro 2016 game against Russia today, plus Wales v Slovakia, will result in a major boost for food and drink producers, significantly lifting sales above normal shopping levels.
According to Tesco, the games will create a 50% rise in burger meat sales and a 25% increase in demand for BBQ meats, sausages and chicken.
Tesco predicts that sales will rise by very similar amounts whenever England, Wales, Northern Ireland and Ireland play their respective qualifying matches.
“With summer around the corner and the excitement of Euro 2016 taking place for the next month there will be a real party atmosphere across the country,” said Tesco’s Beer Wines and Spirits Category Director, Gavin Warburton, whose department is preparing to sell 120 million bottles and cans of beer over the next four weeks alongside 8m bottles of wine and 29m bags of crisps and related snacks.