Consumers to spend an average of €185 on alcohol during Euro 2016

New figures indicate that production of beer by microbreweries grew by 32% by volume in 2013 and is set to grow by at least 45% in 2014

Opportunity for off-trade and grocery sector demonstrated by research from sponsorship specialists Livewire



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22 June 2016 | 0

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Research conducted by sponsorship specialists, Livewire, has shown that people are planning to increase their personal spending during the Euro 2016 tournament with an average of €185 being spent on alcohol and €85 on gambling. Good news for the off-trade sector as 90% of people said they would watch some matches at home.

With over half of Irish people watching the tournament and a third believing that the Republic of Ireland will progress beyond the group stages, this interest and optimism, coupled with an improving economy, means there is a golden opportunity for brands to capitalise on and channel the national excitement towards various business objectives.

Livewire teamed up with Ignite Research to survey 1,000 people as part of the ‘Livewire Euros Insider’. The findings show fans expect to increase spending on a variety of goods and services during the tournament. Over 40% of people list food and drink as the main reason for spending more money, while over one-third expect to spend more on alcohol alone. In fact, those surveyed said that they would spend around €185 on alcohol over the course of the tournament.

A further interesting statistic shows 17% of people expect to spend more money on gambling during Euro 2016. Those who take a punt expect to spend approx. €85 during the tournament.

 Jamie Macken, a Partner with Livewire, said: “The tournament seems to have lifted people’s spirits – it’s obvious there is a sense of optimism around the country and this can be seen in the increase in personal spending on food, drink and household goods across a range of different demographics. Of course, this is good news for sponsors.”




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