Get ready to net some top sales this summer with a winning range of products and pack sizes.
It’s been 28 years in the making, but Scotland has once more produced a World Cup qualifying team and there’s no way the nation is letting the moment pass without a proper celebration. Indeed, King Charles has already approved an extra bank holiday for Scotland on Monday 15 June after the team’s first match against Haiti the day before on Sunday 14 June, which could provide some precious extra time for retailers to cash in.
Dr Charles Nimoh, Lecturer in Economics at the University of Salford, says: “The announcement of a bank holiday ahead of Scotland’s opening match at the FIFA World Cup 2026 would not be merely a patriotic gesture during football fever. It would turn an ordinary Monday into one of the most commercially vibrant days of the year.”
He claims that historical data from previous tournaments demonstrates the scale of the opportunity. “During the last World Cup, Irn-Bru delivered an increase of 10% in incremental category volume, and at the previous Euros, it was the second-biggest national brand in its category. A bank holiday weekend would channel consumer appetite directly into supermarkets, off-licences and high street retailers nationwide, with double-digit percentage increases in relevant categories during the preceding week.”
Big night in beckons
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 [Nielsen IQ, Homescan Attitudes to retailers’ survey May 2024], highlights Aston Manor Cider.
“With 69% of occasions now taking place in the home [IGD ShopperVista research 2025, 1000+ GB shoppers, monthly], major sporting events fit closely with current consumer behaviour,” says Natalie Marshall, Trade Marketing Manager. While some fixtures fall at unsociable hours for UK shoppers [Scotland’s first match is at 2am!], there are still clear opportunities to create Big Night In-style occasions around key evening and weekend matches, she observes. “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.”
Marshall claims that’s when larger take-home formats, such as Crumpton Oaks 2.5l PET, and multipacks, such as the brand’s 4x568ml pack, become especially important. “In a market under pressure, shoppers are prioritising brands that deliver quality, value and reassurance,” she says.
BrewDog is offering value with its new price-marked lines. Cold Beer (3.4% ABV) is price‑marked at £5.49 for 4×568ml cans, while Lost Lager (4.5% ABV) 4×568ml packs are price‑marked at £7.25.
Jonny Leece, Impulse Sales Director, says: “With PMP accounting for 55% of 4-pack sales in impulse, it made sense to launch these new packs as an extension of our PMP offering, to help offer value to the end consumer, whilst also delivering stability for retailers with a consistent price across the channel.”
Heineken UK is confident that multipacks will sell well during the tournament. “During the 2024 Euros, the best-performing beer and cider SKUs were Foster’s (18x440ml, 10x440ml and 4x440ml), Birra Moretti (10x660ml) and Strongbow Original (18x440ml),” says Category & Commercial Strategy Director Alexander Wilson. “18-pack variants perform particularly well with those hosting watch parties and gatherings.”
He claims that beer and cider sales are more likely to spike during big sporting events. “Ahead of England’s match against Slovakia in the 2024 Euros, beer and cider sales peaked at £164m, which saw an overall increase of 13.5%. There was also a 6% increase in overall spend per buyer compared to the year before [Kantar 4 we to 14th July 2024].”
Snacktastic sales
PepsiCo highlights that snacking is another key area to focus on as the World Cup amplifies the already popular Big Night In occasion. The firm’s Walkers brand is the Official Snack Sponsor of the FIFA World Cup 2026.
“We’re introducing the Walkers ‘Fan of the Match’ program – a groundbreaking initiative that recognises real fans and gives them the opportunity of a lifetime: to watch their national team compete at the FIFA World Cup 2026,” says Wholesale Controller Ed Merrett.
Snacks will be big business during the tournament, concurs KP Snacks, which recently launched McCoy’s Coated Peanuts. Stuart Graham, Head of Convenience and Impulse, notes that 58% of consumers say they plan to buy snacks around major sporting events like the World Cup [Bauer Media Outdoor Sporting Intentions Study, March 2024].
“Even in an environment where consumers look to economise, events like watching the World Cup at home create strong opportunities for retailers to drive both sales and footfall, as friends and family get together to tune in to the matches,” he says.
So what are you waiting for? Don’t get caught napping, start preparations now and make sure you’re match ready to make the most of this mega event.
