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Getting set for Euro 2016!

Pouring Beer Sports Events

It’s one of sport’s most prestigious events as Europe’s best (excluding Benzema, Costa and Pirlo!) head to France in search of the Henri Delaunay Trophy. Making sure your venue is ready is key for maximising those sales!

With many people choosing to stay in with big screen TV’s at home and supermarkets with ongoing alcohol offers, it is tougher than ever to entice customers out to watch live sport. Ensuring you have the right plans, products and activities this summer will help drive those customers through the door and make their visit a profitable one for your outlet.


Training and preparation before a match is paramount to an athlete’s success and preparing your outlet for this summer’s sporting events should take top priority.

  • Stock - It’s going to be a busy summer so make sure you increase your orders so you don’t run out of key lines.
  • Screens - Ensure all screens are in full working order and positioned for optimal viewing making sure you have comfort for the smaller events and lots of space for the big crowds at the larger events. And check projectors prior to big events to ensure no last minute disappointment.
  • Licencing - Be sure to check with your local authorities on licencing laws. With some games kicking off late into the night it’s a great opportunity for extra revenue that you won’t want to miss out on.

Starting the hype

  • Advertising - It’s never been easier to create awareness that you’ll be showing the games. With interior and exterior chalkboards, posters in outlet and via social media, which in the digital age we are in is a great tool for communicating with your customers.
  • POS/Merchandising - Get some good POS to show your outlet is ready for the Euros. Make sure you order things like banners and wall charts in advance because demand will be high. Speak to our Design Studio team for all your design and print needs.
  • Social Media - If you have Facebook, Twitter or any other form of social media, start messaging out countdowns to the tournament and inform customers of the offers you will be putting on. Social media sites are an excellent and free advertising tool to drum up interest to events. If you are yet to have an account register today and begin your summer of sport campaign. We work with Inapub to provide social media training.

The warm up

Football is the biggest consumer watched sport in the on-trade and this summer offers a bumper selection of matches. During the matches those 90 minutes are going to be the busiest and most exciting for both you and your customers. Getting ready for the action will add value, so here are some ideas for before the game.

  • Staff preparation - Your staff will need to be the winning team in your outlet so make sure they are ready for the busy period. Have your rota done well in advance and have staff in the right areas of your bar. Also have separate staff for stocking up and glass collecting. Make sure you brief your staff so they know exactly where they should be and what they should be doing.
  • Food and drink - Put on some good food and drink offers to entice customers in to your outlet early.
  • Table booking - Allow your customers to book your best tables in advance. This can be done free of charge but you can also charge a set fee, and this fee could include drinks.

63% of consumers say being able to reserve a table would encourage them to watch football in the on-trade.

By Carlsberg

Kick Off

During the match people won’t want to take their eyes off the screen but will still want to have a drink and even some food. So what can you do to make sure people get to the bar and away with a drink or food order quickly?

  • Mobile bottle bars - Divide your bar area to accommodate a fast lane where a member of staff only serves bottles products to speed up service. Or if you have the space why not have a mobile bottle bar near your screen or even in the garden (licence permitting). This can ease pressure on the bar at busy periods and can easily be created with a small table and ice filled tub.
  • Shared drinks - Serving draught beer in pitchers and bottled beers in buckets can be a great way to increase sales and ease pressure on the bar during the busy periods. Not only that, but it will ensure happier customers as they will be queuing at the bar less.
  • Plastic glasses - On the big matches when you are at your busiest there is a chance you can run out of glassware, or have only freshly cleaned warm glasses available. Having plastic cups not only helps with this problem but also allows glass collectors to carry a huge amount more per trip around the bar.

What about Iceland v Hungary?

Not all games are going to attract the crowds, here’s some top scoring ideas to add more excitement and get more customers in your outlet.

  • Themed food menus - International teams mean international food. Why not try a match special food offering to tie in with the game. Harðfiskur anyone?
  • Table service - Many people will watch the quieter games at home so why not give them a reason to come out by offering table service. It gives people a real treat and they don’t have to get up whilst watching the match.
  • Scoring raffle - Have a selection of tickets with number 1-90, and hand them out to people who buy a drink before the match. If a goal is scored in that minute the customer wins a drink or a prize of your choice.
  • Sweepstakes - Have customers pick a name out of a hat and if that player scores during the match they win a drink or a prize of your choice.
  • Half time snacks - Try having a selection of hand held food ready for half time. Customers who are hungry at half time will not want to wait long for food. At a set price a member of staff can walk around the outlet with a box selling them. Quick profits at the same time as keeping customers happy!


So what about when the final whistle has blown? Some customers will want to keep the excitement going, others may think of going home, so having some things on in your outlet could really add reason for people to stay and even come back for the next match.

  • Quizzes - Hold a football themed quiz with prize’s for the winning teams.
  • Live music – Get a local band to play and keep the lively atmosphere going. You will need a PRS and PPL licence which you probably already have if you play any music in your outlet. These can be obtained at
  • Show an old game - There are lots of DVD’s with old matches and great goal compilations on, so why not put something on that people will enjoy after the match. Remember if you are showing DVDs you will need a PVSL Licence, you can obtain this at

Getting them to come back

  • Table bookings - Informing customers they can book tables for the next game while they are still reeling in the excitement of the match they have just watched can increase future footfall.
  • Great atmosphere and service - Be it during a sports event, a busy Saturday night or a quiet lunch time, consistent and good quality service mixed with great atmosphere is essential. If the customer feels they have received both from their visit they are more likely to make a return visit.
  • Discount cards - Try offering food discount vouchers for the next match if they buy another drink. This keeps them in your outlet longer and attract them back. Loyalty cards are another great way to get customers back into your outlet.

However you decide to celebrate Euro 2016 in your outlet, our fingers are crossed for England, Wales and Northern Ireland... Roll on Friday!

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