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England's failure results in poor World Cup for beer and cider brands

Published:  15 July, 2014

Later kick off times and England's poor performance combined to have a knock-on effect on what were disappointing sales of beers and lagers during the first half of the World Cup, according to the latest Nielsen data.

Tim Cahill Tim Cahill wonder goalTim Atkin chooses his namesake, Tim Cahill’s wonder striker against Holland at Brazil 2014 as his favourite World Cup goal.

Later kick off times and England's poor performance combined to have a knock-on effect on what were disappointing sales of beers and lagers during the first half of the World Cup, according to the latest Nielsen data.

Comparing the six weeks up to June 28 (half way through the World Cup) to figures from the 2010 showed that value sales of beers  and ciders were down £16m on 2010 figures to £623m. Volume sales saw a decline of 608 khl to 3010 khl.   

An initial surge in beer and cider sales soon slipped away once England had been knocked out of the tournament.

Nielsen believes the fall in off-trade beer and cider sales could also be down to more drinkers choosing to go to the pub to watch the games as the matches started at 5pm, 8pm and 11pm compared to 2.30pm, 5pm and 7.30pm in 2010 in South Africa.

The major brewers all sold less volume than four years ago, but Heineken was clear winner with sales up £33.1m against 2010.  Nielsen put this down to its key Australian brand, Foster's "being a key player in most retailer's mid or big pack deals".

Molson Coors, Carlsberg and AB Inbev all lost value sales compared to four years ago despite pushing football-led advertising campaigns.

The major brewers certainly tried to pull in football fans with higher advertising spends with ironically Heineken gaining sales with a non football themed campaign.

The advertising spend between January and June on the major beer and cider brands was £51.8m compared to £36.1m in 2010. AB Inbev spent the most with £2.2m.

There has also been far more brand innovation in 2014 with 338 new product developments in the year to date compared to 125 in beers and cider in 2010.

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