The Mail on Sunday

A win? That’s 10 million pints, please

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DRINKERS watching this summer’s World Cup will be sure to find the ‘Back of the Net’, even if England’s footballer­s struggle as pubs and brewers kick off a major promotions battle.

Greene King has launched Back of the Net, a blonde cask ale, while Marston’s is rolling out two ales, Banks’s Lion’s Roar, a traditiona­l English bitter, and Fever Pitch, a lighter, hoppy ale.

With host South Africa in the same time zone as Britain and all the matches being shown on terrestria­l television, pubs are expected to be packed. The British Beer & Pub Associatio­n estimates that ten million extra pints will be sold for every match England plays after the group stage and that the total benefit to the industry will ‘definitely exceed’ the £124 million boost from the 2006 World Cup in Germany.

Marston’s marketing director Peter Jackson said: ‘The World Cup is the biggest event of the summer and the beers will definitely help sales.’

Leicesters­hire brewer Everards held a competitio­n to name its World Cup beer. The winning suggestion was Three Tigers, which will be distribute­d in bars this summer.

Kent brewer Shepherd Neame will be selling its ‘4-4-2’ cask ale in its pubs in the South, but Welsh drinkers won’t be missing out as SA Brain is launching its own ‘On the Head’ World Cup ale.

Pubs, eager for extra business after a terrible few years of trading, are also putting on special promotions, quiz nights and barbecues, and installing television­s in beer gardens.

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