Tesco will sell 33million packs of beer and cider and 30million bottles of wine during Euros – with Asda selling 25,000 big TVs and 14million Budweisters and M&S saying Belgian lager is early winner

Supermarkets say they are ready for one of the busiest times of the year as football fans fill their fridges with beer and cider to watch the Euros from home.

Tesco said it expects to sell 33 million cartons of beer and cider over the next four weeks Asda has forecast that it will sell 14 million units of Budweiser in the same period.

MRS have also claimed that customers are currently buying five times as much Belgian lager as British ones, while sales of dips and ‘picky bits’ rose by 15% ahead of the start of the tournament on Friday evening.

As England and Scotland prepare for their opening matches, Asda expects to sell more than 25,000 large-screen, ultra-high-definition TVs during the tournament, with searches for ‘England’ increasing by 55 per cent, and ‘Euros’ by 48 percent. % and ‘Football’ increased by 77%.

The British Independent Retailers Association (Bira), which represents more than 6,000 independent businesses nationwide, said the euro could mean a retail bonanza worth an estimated £2.75 billion.

Supermarkets say they are ready for one of the busiest times of the year as football fans prepare to open their wallets to watch the Euro from home

Although this sales growth is mainly driven by alcohol, Tesco said their recent sales figures have shown that beer tastes have changed significantly in recent times.

The company predicts it will sell 5.5 million bottles and cans of ‘no’ and ‘low’ alcohol drinks – a record for a major football tournament.

This was a drastic change from figures during the 2006 World Cup in Germany, when 80% of all beer and cider sold at retail during the tournament was lager.

For this year’s tournament, Tesco expects lager to make up 50% of sales, with the remainder made up of cider, ale, stout, craft beer and ‘no and low’ alcohol.

Wine sales are expected to exceed 30 million bottles, along with more than 11 million cakes and more than 90,000 packs of streamers.

Tesco beer and cider purchasing manager James Renshaw said: ‘The tournament is one of the biggest sporting events in the world and will create a month-long carnival-like atmosphere for millions of football fans.

‘But this one will be different as we predict the highest ever demand for non-alcoholic and low-alcohol beer and cider for a major football tournament, based on the spectacular growth we have seen over the past year.

Tesco expects to sell 33 million cartons of beer and cider in the next four weeks

The British Retail Consortium research predicts a spending spree among British football fans in the summer

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‘While these food and drink sales forecasts from typical football viewers are estimates, we know from previous tournaments that when the sun is shining demand can really go through the roof.

‘We also know from previous tournaments that on days when home teams play, demand for beer, wine, pizza and other snacks skyrockets and continues to rise with each round.’

A survey by the British Retail Consortium found that around six percent of shoppers say they are likely to buy a new TV or other device to keep up with their team during the Euro, while four percent plan to buy official merchandise .

The survey also found that one in 10 expect to host or attend gatherings with family and friends to watch matches.

Younger fans are likely to drive up spending: 24 percent of 18- to 24-year-olds plan to spend more on groceries, compared to just 4 percent of people 55 and older.

Fraser McKevitt, head of retail and consumer insights at analyst Kantar, said: ‘Major sporting events can have a major impact on grocery sales, especially in categories such as alcohol.

‘During England’s quarter-final against France in the 2022 FIFA Men’s World Cup, takeaway beer sales reached their highest daily revenue of the year, barring Christmas.

‘Certainly if it is accompanied by warmer temperatures, this year’s sports summer can provide a welcome boost for the sector.’

England play Serbia on Sunday, while Scotland play hosts Germany on Friday

English football fans usually fill pubs and bars as they watch the European Championship on the big screen

Venues may remain open for an extra two hours on matchdays if one or both teams reach the last four (or final), to give fans a chance to celebrate or commiserate.

The move, which includes locations in England and Wales, comes after consultation at the end of last year and is expected to boost the hospitality industry.

Bira commercial director Jeff Moody said: “The Euro arrivals in the summer months are fantastic timing for independent retailers after a challenging period.

‘With favorable start times combined with the sunshine, we expect pubs, catering businesses, convenience stores and electronics stores in particular to make money as fans flock to watch the matches.

‘A run by England or Scotland to the final stages would provide an even bigger boost. It is crucial that this feel-good factor translates into increased sales for all types of independent retailers as consumer confidence returns.”