Brits are poised to purchase one million extra pints during England’s World Cup showdown against Mexico in what promises to be one of the booziest Sunday nights the country has ever seen.
The fixture in Mexico City kicks off at 1am BST, with England fighting for a place in the quarter finals and pubs across the country preparing to cash in on the late-night occasion.
The British Beer and Pub Association said “the timing of the match is unprecedented for the sector so, with more pubs opening, we expect there to be up to a million extra pints sold off the back of the game.”
Chief executive Emma McClarkin added: “We’re encouraging everyone to enjoy the occasion responsibly, cheer on our fantastic Three Lions, and be part of a moment of huge national significance.”
Sir Keir Starmer announced on Thursday that pubs will be granted special permission to stay open until 5am, handing the industry a significant commercial lifeline for the late kick-off.
Before the Prime Minister invoked this statutory power, fans faced the prospect of being ejected from their local at half time, severely limiting the night’s commercial potential for licensees.
The one-off relaxation of licensing rules from Sunday night into Monday morning hands pubs a rare opportunity to generate strong sales revenue during what would otherwise be restricted trading hours.
Pub chain Marston’s has already been capitalising on the tournament, offering a range of World Cup branded glasses and preparing more than 400 venues for the late Sunday fixture.
Marston’s operations director Jared Sedgwick suggested “there might be a little more ‘working from home’ come Monday morning” and noted that “when England are playing, a 1am kick-off is no barrier.”
Sedgwick said: “More than 400 of our pubs were already set to open late for England vs Mexico on Sunday night — and the Government’s decision to ease licensing restrictions means that number is only going one way.”
A Greene King spokesperson said: “The World Cup has given a real boost to pubs up and down the country, with our bookings up throughout the tournament. England’s run has created a real sense of excitement so we’re looking forward to welcoming fans to our pubs on Monday.”
Not everyone has welcomed the development, however, with the National Police Chiefs’ Council criticising the “late announcement” of a match timing that many argue could have been predicted well in advance.