The British Beer and Pub Association has estimated that nearly 13million pints could be bought on Sunday during England’s Euro 2020 final against Italy – equating to an astonishing 1,000 pints a second.
Overall on Sunday, the BBPA estimates that nearly 13 million pints could be sold, with 7.1 million of those being sold during the match itself.
However, the association warned that nearly £9m could be lost in beer sales alone during the final due to restrictions, which will mean they sell 2.4 million fewer pints during the match than if they had already been removed.
Emma McClarkin, Chief Executive of the British Beer & Pub Association, said: “After a 55 year wait, it is incredible to see England reach a tournament final. Sadly though, the restrictions still in place on pubs are going to greatly hinder any boost they could have hoped from it.
“We expect England fans to buy over 7 million pints during the match at the pub. However, if restrictions had been lifted already for the final, we think as many as 9.5 million pints could have been sold during the match.
“Only when the restrictions are removed can our pubs recover, but to do so they need Government investment to build back better.
“We are backing the Long Live The Local campaign which celebrates our pubs and brewers but will urge the Government to invest in their recovery. We are calling for reform of VAT, beer duty and business rates on pubs and breweries which will help build stronger communities, jobs, investments and a thriving British beer and pub sector we can be proud of.”
Meanwhile, Prime Minister Boris Johnson has written to the England football team ahead of their clash with Italy in Sunday’s Euros final.
Mr Johnson told manager Gareth Southgate and the squad that they had ‘already made history’.
He said: “You have taken England into the final of a major international competition.
“For most people in this country, it is the first time this has happened in all their lives.
“You have forged a band of brothers whose energy and tenacity and teamwork – and sheer flair – seem to shine in everything you do.
“You have lifted the spirits of the whole country, and tomorrow we know you can lift that trophy too.
“We are not just hoping or praying. We believe in you, Gareth, and your incredible squad.
“On behalf of the entire nation, good luck, have a great game – and bring it home!”