The British Beer & Pub Association (BBPA) has predicted that England fans will buy 7.1 million pints on Sunday during the UEFA Euro 2020 final between England and Italy, with England's men's team having reached their first major final in 55 years.
However, the trade association warned that pubs are set to lose out on nearly £9m in beer sales alone during the final due to trading restrictions, which will mean they sell 2.4 million fewer pints during the match.
On Sunday, the BBPA said it believed that nearly 13 million pints could be sold – with 7.1 million of those being sold during the match itself. However, if restrictions had been lifted already it predicts this would have been nearer 17 million pints, showing the huge impact restrictions have had on the viability of the sector.
After Euro 2020, and once all restrictions on pubs are lifted, the BBPA's Long Live The Local campaign is urging the government to reform VAT, beer duty and business rates to support and invest in the recovery of the pub sector.
Emma McClarkin, chief executive of the BBPA, said: "After a 55-year wait, it is incredible to see England reach a tournament final. Sadly though, the restrictions still in place on pubs are going to greatly hinder any boost they could have hoped from it.
"We expect England fans to buy over seven million pints during the match at the pub. However, if restrictions had been lifted already for the final, we think as many as 9.5 million pints could have been sold during the match.
"Only when the restrictions are removed can our pubs recover, but to do so they need government investment to build back better."
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