England are set to be world champions – in the beer stakes
18 June 2018
With the feast of football approaching England are set to become world champions – when it comes to beer sales, Tesco can predict.
Of the countries competing in the World Cup, English lagers, ales and craft beers are so popular that they dwarf the beer retail sales of their footballing rivals.
And what has really helped pushed England into an unassailable lead over its rivals is the rocketing popularity in the last few years of English brewed craft beers.
Closest beer rivals Mexico, with the combination of heavyweight players such as Corona, Sol and Desperados are runners-up while Spain with star performers San Miguel and Estrella Damm only make third place.
And based on those Tesco sales, tournament favourites Germany – where Becks, Warsteiner and Erdinger beers are brewed - only make it into sixth place.
Tesco World Beer category buyer Luke O’Connor said:
“After 52 years of hurt it’s great to see England finally claiming a world title again.
“Carling lager and John Smith bitter remain the big scoring beers but just like the England team we are seeing plenty of fresh talent in the field especially in craft breweries like Camden, Vocation and Meantime that have helped drive up demand for English brews.
“However, despite Brits remaining patriotic in their beer tastes, during major football tournaments we always see a sharp rise in demand for beers from all around the world.
“Great examples of that from the last World Cup are Polish Tyskie; German wheat beers such as Erdinger and Franziskaner; and Belgium’s Leffe and Duvel."
Latest data shows that retail demand for craft beer at Tesco has soared by 200 per cent since the last World Cup while world beers have jumped by more than 40 per cent in the same time period.
Added Luke O’Connor: “During the last few World Cups and Euro football competitions we have seen a trend for people buying beers involving different nations in key games so if Germany played Belgium we would see sales of Stella and Erdinger soar.
“For this tournament we’ve got a fantastic selection of beers from around the world to make sure that fans from many different nations can drink to the success of their team.”
The top eight World Cup participating countries for beer sales at Tesco are as follows:
- England – Carling, John Smiths Bitter, Doombar, and Camden
- Mexico – Corona Extra, Sol, Desperados
- Spain – San Miguel, Estrella Damm
- Poland - Tyskie
- Japan – Asahi, Sapporo
- Germany – Becks, Warsteiner, Erdinger, Franziskaner
- Portugal – Superbock
- Belgium – Stella, Leffe, Hoegarden, Chimay, Duvel
Note to editors
The sales were worked out using total litres of beer sold by Tesco, per country of origin, in the last year.
Tesco sells beer from nearly 30 countries around the world.