Greene King shares jump as the brewer reveals sales boost during England’s World Cup run

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Cheers: Greene King sold 3.7m pints of beer in total during England’s World Cup matches


Greene King shares jump as the brewer reveals sales boost prompted by increased knocking back of pints during England’s World Cup run

  • It saw a 2.8 per cent increase in like-for-like sales in the 18 weeks to September 2
  • It sold 3.7m pints of beer in total during England’s seven World Cup matches 

Camilla Canocchi for Thisismoney.co.uk

Greene King shares jumped by over 11 per cent this morning after the brewer and pub operator said the World Cup and warm weather boosted sales over the summer.

The Suffolk-based company, which owns the Chef and Brewer and Hungry Horse pubs, saw a 2.8 per cent increase in like-for-like sales in the 18 weeks to September 2.

It said it sold 3.7million pints of beer in total during England’s seven World Cup matches, with like-for-like sales up 61 per cent on the day of the semi-final.

Greene King shares rose 11 per cent to 527.64p in morning trading.

Cheers: Greene King sold 3.7m pints of beer in total during England’s World Cup matches

Cheers: Greene King sold 3.7m pints of beer in total during England’s World Cup matches

Greene King’s branded local pubs traded particularly well, with comparable sales up 5.5 per cent. But like-for-like sales at its pub partners unit fell 0.4 per cent due to ‘cost pressures’.

However the company said this should be balanced out by the end of the year as its ‘cost mitigation programme’ to help offset cost inflation of £45million to £50million remains on track. 

It also said is making good progress with a refinancing programme, which will reduce the cost of debt, and that it remains on course to dispose of 100-110 pubs this year and to open around nine new outlets.

Pints of were drunk at at increased rate in the summer thanks in large part to England's World Cup games. 

Pints of were drunk at at increased rate in the summer thanks in large part to England's World Cup games. 

Pints of were drunk at at increased rate in the summer thanks in large part to England’s World Cup games. 

It comes as Greene King, which also owns ale brands including Greene King IPA, Old Speckled Hen and Abbot Ale, has been battling rising costs from the government’s minimum living wage increase, higher property prices and a Brexit-induced slump in the pound. 

‘This strong performance was underpinned by the ongoing benefits from our sales driving investment to further improve our value, service and quality, and boosted by the weather and a successful World Cup,’ Greene King said in a statement. 

 

 

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