Welsh edging the English in beer stakes ahead of rugby clash

25 Sep 2015

It’s set to be the UK’s biggest sporting event of the year so far but Welsh rugby fans are edging their English rivals before the big game on Saturday – in the beer buying stakes!

It’s set to be the UK’s biggest sporting event of the year so far but Welsh rugby fans are edging their English rivals before the big game on Saturday – in the beer buying stakes!

When it comes to supporting their favourite national beer for the tournament the Welsh are shading it with demand for their top selling ale Brains growing by 30 per cent in the last week versus the previous week.

Bombadier, a traditional ale very popular with England fans because it uses the flag of St. George as part of its logo, also fell short of the top selling Welsh beer – with demand up by 28 per cent.

Tesco ale buyer Chiara Nesbitt said: “It’s a close shave but Welsh armchair rugby fans are just shading it against their English rivals when it comes to patriotically supporting their favourite home beers in the tournament so far.

“There is a trend now for international football and rugby fans to buy iconic national beers in the run up up to big televised games which we are seeing now for the rugby.”

“The tournament provides a fantastic opportunity to help our customers celebrate with food, drink and recipe inspirations from all of the competing nations.”

For Saturday’s match Tesco predicts the following food and drink sales rises versus the previous week:

  •  Ale – demand to grow by nearly 25 per cent
  •  Cider – demand to grow by more than 10 per cent
  • Pizzas, crisps, nuts and ready meals – demand to grow by five per cent

An estimated 460,000 international rugby fans are set to visit Britain as a result of the tournament.

Nearly 860 Tesco stores will have special rugby tournament power aisles featuring food, drink and clothing for fans.

Throughout the tournament, these stores will be hosting international wine and ale sampling and transferable tattoo stations for young rugby fans.

Tesco is giving away three  million free recipe guides that are  available in store during the tournament, packed with a whole host of recipes and snack tips from each of the 20 competing nations.

It has also teamed up with Coca Cola to give away one million tournament guides to customers.

A selection of stores in close proximity to Rugby stadia will also have autograph signings from rugby legends, ball-kicking competitions, scrum selfies and free giveaways.

At the Tesco.com microsite www.tesco.com/rugby, customers can find recipe ideas and party tips and are able to browse through everything from Tesco’s award-winning international wine selection to official Rugby World Cup merchandise.

 

For more information please contact the Tesco Press Office on
01992 644645

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