With a major football event on the horizon, wholesalers have a big opportunity to capitalise on increased at-home viewing and matchday socialising.
Major sporting events consistently drive higher spend, particularly across beer and cider, as shoppers stock up for watch-at-home occasions.
During the last major football event in 2024, one in five households planned to buy extra FMCG items, with beer and cider among the biggest winners (NielsenIQ), highlighting the scale of the opportunity for retailers this year.
With 69% of occasions now taking place in the home (IGD), major sporting events fit closely with current consumer behaviour. People still want the excitement and social element of live sport, but they’re recreating it at home in a way that feels affordable and accessible.
While some fixtures this time fall at unsociable hours for UK shoppers, there are still clear opportunities to create Big Night In-style occasions around key evening and weekend matches. These are the moments when shoppers plan ahead, buy for groups and look to recreate the matchday atmosphere at home.
Natalie Marshall, Trade Marketing Manager at Aston Manor Cider, comments: “In a market under pressure, shoppers are prioritising brands that deliver quality, value and reassurance. That’s why trusted value cider brands continue to outperform during high-profile events like this.
“Crumpton Oaks is the No.1 value cider brand in the impulse channel (Nielsen). During the 2024 Euros, Crumpton Oaks grew 40% YoY (Nielsen) in value, highlighting that it’s a proven category driver that shoppers recognise and trust, making it an ideal choice for matchday missions.”
When shoppers are hosting friends or planning multiple matches, larger take-home formats and multipacks become especially important. They allow consumers to cater for groups while keeping spending under control. Crumpton Oaks 2.5l PET is the No.1 cider PET in the UK convenience channel (TWC), while the brand’s 4x568ml pack is up +38% year-on-year (TWC). These formats are perfectly suited to football viewing, where shoppers want clear value and enough volume for shared occasions.
Price-marked packs also play a critical role with 75% of retailers agreeing that PMPs give shoppers confidence in price (Lumina). Crumpton Oaks Apple 4-pack PMP at £5.19 offers clear value while supporting strong margins.
“Match day shopping is highly mission driven. That makes in-store execution crucial, particularly chilled availability, strong visibility and clear pricing in high-footfall areas,” adds Marshall.
“Retailers can also use the event to build bigger baskets by tapping into matchday food and drink pairings. Linking cider with sharing snacks, pizzas and easy-to-prepare food helps shoppers build a complete solution quickly and easily.
“Secondary sitings and themed displays are especially effective during events of this scale. They help shoppers visualise the occasion and encourage incremental spend without complicating the shop.”
While value is essential, shoppers don’t want to compromise on taste or experience during major sporting events. That’s where premium-value cider really comes into its own. Knight’s Cider leads this premium-value space as the No. 1 strong cider brand in the UK (Nielsen) and the No. 2 cider brand in the convenience channel (TWC), it grew 90% YoY in value during the 2024 Euros (NielsenIQ). With +67% volume growth in convenience (TWC), it continues to attract shoppers trading up for special occasions.
Knight’s Vintage is another standout. It’s a medium-dry vintage cider crafted from the finest bittersweet apples, offering strong margins for retailers while appealing to shoppers looking for quality at an accessible price. Oli Sampson, Managing Director of Central Foods, comments: “Putting a marketing strategy in place ahead of the tournament, supporting operators with clear promotional messaging and strong in-depot visibility, being super organised and stocking up on products are all factors that can help to drive sales around the FIFA World Cup; however, my biggest piece of advice would be to have fun with the event and fully embrace it.
“The tournament is set to be a major global unifying event, with millions of people expected to gather at pub gardens and sports bars up and down the country. It is arguably the biggest asset for maximising sales, with food and drink set to be a huge part of this whole football experience. So have fun with your menus and flavourings. Particularly when it comes to themed food menus and events, go big on your offering or simply go home.”
The FIFA World Cup is expected to provide a major boost to hospitality this summer – particularly for sports bars and pub gardens that have a strong food and drink offering as well as a big screen viewing area – creating that lively, “pitch side” experience that all football fans long for.
Other categories that are set to ‘be winners’ will be those that can take part and fully embrace promotions and bundles. Prime examples include convenience food, snacking and sharing food categories, particularly in the beer, pizza, burger, and BBQ/grilling sectors.
These are all considered core match-day staples for watching major sporting events like the World Cup because they are handheld and easy for customers to eat whether sitting or standing. They are highly customisable, easy to share, and pair well with beer to enhance the overall match-day experience.
For wholesalers, these categories represent predictable volume spikes and strong repeat purchases. Snacks that are easy to portion and quick to serve — such as BBQ chicken and hot ‘n’ spicy chicken — lend themselves particularly well to promotions and are the perfect finger foods whilst watching matches. They are also easy to prepare ahead, making sure nobody misses any of the action.
“Brands inevitably add weight to the menu but wholesalers can maximise margins during tournament periods by promoting a mix of brands across all categories – think burgers, chicken products, breads and sauces on the BBQ menu,” adds Sampson.
“For caterers, labelling brands on menus and table talkers can help drive sales, foster innovation and meet changing consumer demands. It also creates differentiation – giving customers something different that grabs attention, drives sales and boosts profitability.
“Structured bundle deals — for example wings, dips and sides — can also help retailers increase basket spend while improving wholesaler throughput.”
The industry is most definitely seeing a growing desire for more starters, light bites and small plates — all perfect options that can be served alongside a beer or two whilst enjoying the game.
There is also now more interest in snacks that can be served in multiple ways — as a standalone bar bite, part of a sharer platter or as an add-on to drinks. Chicken wings, for example, are the perfect ‘World Cup’ food due to their convenience. They are high-volume game food, easy to prepare in batches and ideal for high-footfall venues.
UK consumers are also demanding more products with ‘a punch’ — bolder, more intense flavour profiles and higher heat levels. Other key trends include rising popularity of hot honey and global cuisines, alongside a push for more premium, convenient and better-for-you options. Customising classic dishes with these intense flavours could be a winner across catering menus. Nostalgia and comfort food are also trends worth noting. Caterers offering foods that deliver strong flavour impact through coatings are also ‘serving up victory’ in this area. Premium comfort foods and top ingredients all contribute to a better quality product, whilst still allowing caterers to maintain speed and consistency.
“Our quality-led chicken range is one of our best performers in foodservice, not only because of its convenience but also because of its premium finish. The Golden Valley Foods range of chicken wings, including the Hot ’n’ Spicy and BBQ variants, are also a top-tier choice for World Cup viewing, mainly due to its convenience – as they require no cutlery and are easy to consume. They are also an absolute classic when served alongside beer or chips and are very much considered to be a high-volume game food,” says Sampson.
“Both products are individually quick frozen and can be cooked in a number of different ways to suit busy caterers, including oven-baking, deep frying, microwaving or grilling on the BBQ. They are quick to prepare and ready to serve within minutes, making them ideal for speedy service times during World Cup games.
“This reliability is particularly important for wholesalers supplying high-footfall venues where speed of service directly impacts repeat orders.”
Kate Abbotson – Senior External Communications Manager at Coca-Cola Europacific Partners, comments: “The soft drinks category is now worth £14.6bn, growing 8% over the last year (Nielsen).
“Alongside colas, carbonates are also a must-stock to ensure your store has variety to cater to a mix of preferences.”
In carbonates, Fanta accounts for one in every five flavoured carbonates sold in GB (Nielsen). In February this year, Fanta introduced another fruity flavour to its core line-up with the launch of Fanta Grape, with and without sugar, helping wholesalers and retailers tap into the demand for Fanta NPD.
And Dr Pepper remains the fastest-growing brand in flavoured carbonates, growing ahead of the category in both value and volume terms (Nielsen). In 2025, it launched Dr Pepper Zero Sugar Cherry Crush, a limited-edition variant tied to Valentine’s Day with immediate results including 12.4m litres sold (Nielsen). Following this success, Cherry Crush is now a permanent listing and returned for Valentine’s 2026 with the comeback of ‘Dr Lurve’. Dr Pepper Cream Swirl followed in February, boasting a creamy twist to the brand’s iconic 23 unique flavour taste.
When it comes to mixers Schweppes is now worth £83.4m (Nielsen) in value sales (Nielsen) and has remained the go-to mixer for shoppers looking to host social gatherings. It’s newly launched Schweppes Tropical Soda, unveiled last spring, is already worth over £300k (Nielsen).
“For retailers, maximising alcohol ready-to-drink sales during the FIFA World Cup is about ensuring the right space, visibility and location in-store. Chilled space near the front of store is critical, as these are high-conversion zones where impulse purchases are made, particularly important when shoppers are grabbing last-minute supplies before match kick-offs,” adds Abbotson.
“Ranging flexibly across singles and multipacks ensures that both spontaneous viewing sessions and planned watch parties are covered. Positioning RTDs alongside World Cup fixtures – think snacks, soft drinks, and party essentials – helps make them more relevant to shoppers and drives additional sales. With matches spanning multiple weeks and peak viewing times clustered around evenings and weekends, creating dedicated World Cup zones that combine convenience, visibility, and occasion-specific merchandising can significantly boost basket sizes throughout the tournament.”
The alcohol RTD category continues to outperform the wider alcohol market. Now worth over £735 million in GB (Nielsen), value sales are forecast to grow by an average of 4% annually between 2026 and 2028 – equating to 8% growth across the two years (GlobalData).
CCEP’s success in the rapidly growing alcohol RTD category is built on a strategy of strong brand partnerships, recognisable names, innovation and premiumisation. Its portfolio now includes: Jack Daniel’s & Coca-Cola, including Zero Sugar and Cherry variants, Absolut Vodka & SPRITE, including Watermelon, BACARDÍ & Coca-Cola and Schweppes canned cocktails – including Gin Twist and Paloma Bliss.
Alexander Wilson, Category & Commercial Strategy Director at HEINEKEN UK, comments: “Sport is a great driver for beer and cider sales, and with the FIFA World Cup kicking off in June, this puts retailers in a prime position to take advantage of an increase in sales.”
HEINEKEN UK is introducing a brand-new variant from the UK’s fastest growing beer brand (Nielsen IQ), Cruzcampo®. Cruzcampo® Sevilla Orange, a crisp and refreshing 3.3% ABV lager brewed with the distinct zesty flavour of Seville Oranges, is available across grocery and convenience channels in 4x440ml can format.
Since launching in August 2023, Cruzcampo® now commands a 2.7% (Nielsen IQ) value share of the beer category and with the flavoured and fruit beer segment growing +12.4% year-on-year (CGA & NIQ), introducing Cruzcampo® Sevilla Orange provides a credible, premium option that gives retailers an opportunity to further capitalise on the brand’s popularity. The latest innovation also provides a solution to consumers looking for balance and moderation, with 1 in 3 shoppers looking to the flavoured beer category for a ‘lighter’ drink offering (Firefish).
The new variant is a natural extension to the Cruzcampo® portfolio, inspired by its hometown of Sevilla where it originated in 1904, a city home to more orange trees than anywhere else in the world. Cruzcampo® Sevilla Orange is a celebration of the brand’s authentic heritage while meeting rising consumer demand for premium flavoured beer.
HEINEKEN UK has launched Inch’s Reserve, a premium apple cider with the recognisable signature apple taste of Inch’s Medium but elevated for sipping and savouring. Crafted using apples grown within 40 miles of the Herefordshire mill, Inch’s Reserve delivers a higher ABV at 7.4% for a fuller bodied, more considered cider experience. The launch aims to recruit younger shoppers into the premium apple cider category, with its bold, disruptive look set to capture attention in the aisle.
“During the 2024 Euros, the best performing beer and cider SKUs were Foster’s (18x440ml, 10x440ml and 4x440ml), Birra Moretti (1x660ml) and Strongbow Original (18x440ml),” adds Wilson. “18 pack variants perform particularly well with those hosting watch parties and gatherings, whereas singular formats are great for those enjoying something on the go. On the back of this, we suggest retailers consider stocking a variety of formats to cater for all occasions.”
Stuart Graham, Head of Convenience and Impulse at KP Snacks, comments: “Summer events, like gathering to watch the World Cup, represent excellent opportunities for retailers to drive sales and footfall. As friends and family get-together for summer and sporting fun, they will seek out their favourite snacks to maximise enjoyment.
“To capitalise on this trend and the strength of the Sharing segment, retailers should stock a range of tasty and tempting Sharing CSN products. At KP Snacks we offer a diverse portfolio of sharing products designed to drive retailer sales by catering to all occasions. Our exciting range has something for everyone from popcorn to nuts to pretzels and of course crisps.”
Exempt from HFSS legislation, nuts offer a delicious treat that is easy to share at a summer BBQ or while watching sporting events like the World Cup with friends. Worth £103.2m RSV and growing +2.1% (Nielsen IQ), the KP Nuts portfolio offers delicious flavours such as the classic Original Salted and Dry Roasted in a range of sharing formats and leads the category as the UK’s number one branded nut (Nielsen IQ).
McCoy’s has also entered into the Tasty Nuts category with the launch of brand-new McCoy’s Coated Peanuts. Available in McCoy’s two most popular flavours, Flame Grilled Steak and Salt & Malt Vinegar, the new range is available in a £1.35 PMP.
For shoppers looking for sweeter snacking moments, Butterkist Crunchy Toffee popcorn is the perfect product to add fun and indulgence to any summer occasion. As the number one branded SKU, with a 12.4% value share in the popcorn market (Nielsen IQ), it bridges the gap between popcorn and confectionery to create a sweet and irresistible snack.
“Over the summer season, we also see shoppers are willing to spend more on higher quality CSN products to bring extra flavour and excitement to summer gatherings,” adds Graham. “Tyrrells, KP Snacks’ premium crisp brand, provides a high-quality experience that matches expectations. Worth £73.8m (Nielsen IQ), the brand is well placed to support seasonal trade-up for sharing formats, with popular flavours like Lightly Sea Salted, Mature Cheddar and Chive and Sea Salt and Cider Vinegar.”
Jo Taylorson, Head of Marketing and Product Management, Kingsland Drinks, comments: “As the fun summer season approaches and socialising in the home and garden picks up pace, convenience stores should ready their drinks fixtures for the latest consumer demands and desires for 2026.
“Summer is set to be a season of opportunity, from booming flavour trends to popular formats that fit into modern lifestyles, so switch on to your range now and prepare. It’s important that stores are catering for key occasions, from global sports tournaments and popular music festivals to impromptu BBQs and garden parties and offer drinks to suit all budgets.
“Store managers must tune in to what’s making noise and what consumers are buying to ensure they’re making the most of the drinking occasions over summer. Offering depth of choice for both impulse and planned purchases is key, new and trending products are well positioned to be an incremental sale alongside more established drinks.”
The industry, brands, press and influencers are waxing lyrical about bag-in-box wines, and slowly but surely the format is shaking off its reputation as a ‘cheap’ alternative. Data shows that consumers are switching on to wines in this format, so we must embrace what they offer, recyclability, affordability, and longer lasting wine. New consumers to the bag-in-box category realise the benefits in terms of convenience, freshness and quality. It’s a great format to have in the house for party evenings, summer gatherings and beyond – bag-in-box wines stay fresh for up to six weeks so can cover a whole weekend, or multiple gatherings.
Kingsland Drinks has expanded its Australian Andrew Peace brand range with the addition of both 1.5L and 2.25L bag-in-box (BiB) formats recently, which extends the offering into new parts of the market. In anticipation of growing demand, the employee-owned drinks firm recently upgraded its bag-in-box facility bringing their overall filling capacity to 180 million litres, spanning various formats from 150ml cans, 187ml glass and cans and 1.5L, 2.25L and 3L BiB, across no and low, carbonation, spirits, and red, white and rosé wines.
At the other end of the format scale, smaller sized bottes are also coming into their own as shoppers realise and appreciate the convenience they offer. They’re great for having in the house for the right occasion, such as for guests who prefer particular wines, and for moderation moments where a full bottle may be too much for one evening.
With Andrew Peace, Kingsland Drinks has launched a Masterpeace Shiraz in 187ml to join the existing 187ml Chardonnay and Shiraz – both quality wines in new formats to fit into today’s changing consumer drinking habits.
Cans represent a format with significant growth potential across wine, ready-to-drink cocktails and low-alcohol beverages. In line with this, Kingsland Drinks has invested in a world-class high speed canning line with capacity to produce 26 million cans annually, highlighting the importance of this format within the wider Kingsland Drinks range.
Kingsland Drinks has partnered with bold, challenger brand Vinca to support its next phase of growth. As demand for Vinca’s organic Sicilian wines — available in red, white, and rosé 187ml cans — continues to rise, the brand required a scalable production solution. With an increasing forecast in 2025 and significantly more in 2026, Vinca sought a partner equipped with faster machinery and the capacity to grow alongside them. Kingsland Drinks delivered the perfect solution, and the partnership is now fully operational — primed to support Vinca’s next phase of dynamic growth.
Canned wines and cocktails have worked their way into the mainstream, with a loyal following among younger generations. Their approachable packaging, lower alcohol content options, and diverse flavours have appealed to a wide range of consumers, especially younger adults and those new to alcohol.
Global and big UK names are feeling the pressure of challenger brands as a collective. The competition does not come from a single brand, but the power, force and growing market share of the smaller players together. Alone, they’re able to scale and innovate quickly and to a very high quality, albeit not always at a price point that can drive mass appeal. Together, they form an exciting, attractive and winning part of the category.
“Kingsland Drinks is very much positioned to help scale challenger spirits, wines and RTD brands, with complete services that fire them to the next level,” adds Taylorson. “Our expertise sits in trickier production briefs and the co-packing needs of global brands; from highly regulated or more unstable wines and spirits, experimental projects or NPD outside of core offerings, we’ve been partnering on a steady pipeline of briefs which show the industry continues to innovate.”
Damian McKinney, CEO of DioniLife, comments: “The FIFA World Cup isn’t just another date in the retail calendar, it’s a global cultural moment that brings people together and captures attention like nothing else. With the tournament only coming around once every four years, it’s a major opportunity for retailers to elevate their offering and truly make the most of the occasion.
“At Mash Gang, our advice is simple – lean into the moment. Alcohol-free beer naturally thrives in game-watching settings because it allows everyone to feel part of the action. Whether it’s the designated driver, someone heading to work after the final whistle, or a fan who simply wants to socialise without the hangover, alcohol-free options cater to a wide and growing audience.
“The key is not to treat alcohol-free as an afterthought. Give it the same prominence as full-strength beer by ensuring it’s visible, well-stocked, chilled, and ready for kick-off. When retailers do this, they unlock incremental growth opportunities alongside their core beer sales. We’re confident that Mash Gang proves that you don’t need alcohol to brew a truly great-tasting beer.”
Beer will always be a standout category during major football tournaments. It consistently holds the majority share, with research suggesting it’s the drink of choice for more than half of football fans (Beer Connoisseur), a figure that rises during global events.
“However, the real growth lies in categories that reflect more inclusive and evolving drinking habits. During the 2024 EUROs, beer sales surged among British fans and alcohol-free beer was one of the strongest performers, with sales rising by 38% (Yahoo) as more fans embraced moderation while still fully enjoying the atmosphere,” adds McKinney.
“With this year’s tournament taking place in the USA, UK fans will face less sociable kick-off times. Not everyone wants or is able to drink alcohol during daytime fixtures or late-night games due to work commitments and routines. Alcohol-free beer provides a solution, allowing fans to keep their match-day rituals intact without compromise. As a result, there’s likely to be a rise in flexi-drinkers as consumers will intentionally alternate between alcohol-free and full-strength to avoid disrupting their existing routines while still being able to enjoy social occasions and overall balance.”
People are drinking differently, not necessarily less socially. Moderation has moved from being a quiet personal choice to a visible, mainstream lifestyle. Consumers want flavourful, great-tasting options that genuinely improve their drinking experience.
“Shoppers now expect alcohol-free options to deliver on flavour and experience, not just functionality. Fruited beers, particularly European-inspired IPAs, are booming in popularity. This isn’t a passing novelty, drinkers are actively looking for bold, vibrant, and characterful flavours,” says McKinney.
“That’s exactly why we developed Journey Juice, our Mango and Lime Fruited IPA. It hits all the right notes: fruity, a little bitter, a touch salty and spicy, and just enough sweetness to keep it balanced. It’s a big, expressive beer that’s perfect for all drinking occasions, from watching live sport to hanging with friends; it also just happens to be 0.5%.
“With the tournament taking place in the summer months, we expect strong demand for our flagship beer, Chug, which is traditionally one of our best performers during warmer weather. Chug is a juicy, bold and refreshing, crisp hazy IPA, with only 0.5% ABV. Whether drinking it on its own, with delicious snacks or a pizza during the game, it’s an instant refresher.”
Chris Jones, Managing Director at Paragon Brands, comments: “Sports and gaming tournaments are lucrative occasions for wholesalers, and in turn independent retailers and convenience stores – both for planned gatherings and for spontaneous get togethers when home nation teams are succeeding.
“When it comes to drinks for viewing parties, the fixture needs to appeal to a consumer that demands engaging brands, sharable experiences, great flavours – not forgetting the importance of a good non-alcohol range. There will be pockets of consumers grabbing a bottle locally on the way to the location and others who are making a more considered, planned purchase – either way, it’s about offering trending drinks that bring the enjoyment and feel like a treat.
“To win, retailers must take the time to understand and invest in areas of the drinks category that are poised to grow and satisfy consumer demand for in-home drinking during this summer’s sports tournaments.” Creating cocktails and shooters in the home is a fun addition to the evening and allows the group to participate together in a moment of shared celebration. Cocktail culture and mixology in the home are thriving and are clear trends to be jumped on – both with spirits, liqueurs, mixers and juices, and RTDs.
Within this trend, layered shots and baby drinks are on the rise; 49% of Brits now prefer cocktail shooter shots to traditional shots. Licor 43 has been at the forefront of this revolution with one of the UK’s hottest shot trends.
Licor 43’s ‘Baby Beer’ – a fun shot drink containing Licor 43 topped with cream liqueur – resembles a miniature pint of beer and plays into the at-home shots moment for high tempo moments. It’s easy to pour and serve in the home, looks great, and brings shareable, repeatable moments to the party. It brings people together for a moment of shared fun and caters to the demand for great tasting and aesthetic drinks, creating consumer demand for unusual drinks over and above the norm.
The shot has proved lucrative by being perfectly positioned – group rituals drive incremental sales and repeat purchase, and the smaller serve format aligns with moderation without reducing spend.
Following a burst of influencer engagement and waves of content online placing the drink at the heart of social occasions at home, and across the on-trade over the last six months, Licor 43’s Baby Beer has gone viral on Tik Tok and Instagram with hundreds of thousands of views.
?ubrówka, a Polish vodka brand, is an excellent example of a spirit brand leaning into the consumer to resonate. Built on the wild virtues of the bison, ?ubrówka is investing heavily in the year ahead via its Be More Zu platform, which calls for people to unleash their wild side, to live creatively and authentically, choose boldly, and drink differently. The brand has a laser sharp focus on creating a community of like minds with a shared attitude and will be bringing this to retail outlets and the consumer in 2026.
Flagship products in the range include Bison Grass Vodka and Bia?a, both offering distinctive flavours and expressions. ?ubrówka Bison Grass Vodka, which contains a blade of grass from the Polish Bialowie?a forest, brings herbal notes and aphrodisiac energy and when served with apple juice and cinnamon, results in a unique drink – the Apple Zu – perfect for house parties and high energy drinking sessions.
Aside from these, the ?ubrówka range includes on-trend flavoured variants Vanilla, Mango and Passionfruit, Raspberry, and Rosé liqueur – infused with aromatic flavours of wild forest raspberries, cranberries and juniper for a unique berry flavour profile with botanical depth. Flavoured vodkas such as these are ideal additions to sharing cocktails, jugs and big batch drinks for at-home sports viewings and house parties. They’re also great fun neat as shots to get the party started, for congratulatory moments when teams score goals, and for group celebrations.
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