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Scottish brewery and pub chain BrewDog has announced double-digit sales growth across its UK bar network during FIFA World Cup match days.
The brewer’s venues have seen a significant increase in custom, with Brewdog Waterloo, the UK’s largest bar hosting thousands of supporters. The group’s Punk IPA remained among its top-selling beers during the period. The company said it is the top craft beer brand in the UK and accounts for five of the top eight brands in the category.
Sales of BrewDog’s US partner brands also rose, with initial inventory allocations sold within the first week of the tournament. Among the brands were SweetWater Brewing Company, Montauk Brewing Company and Blue Point Brewing Company, all of which required immediate reorders across BrewDog bars and e-commerce channels.
Lauren Carrol, chief commercial officer of BrewDog, said: “This is exactly what great hospitality should look like: people coming together to share unforgettable moments over exceptional beer. The tournament has created a tremendous platform, but the demand we’re seeing for American craft beer extends well beyond match days.”
She added: “SweetWater, Montauk and Blue Point sold through their initial allocations within days, we’ve already reordered inventory, and consumers continue to discover these brands both online and in our bars. Combined with the continued strength of Punk IPA and our core BrewDog portfolio, it’s a powerful reflection of the health of the craft beer category and the strength of our platform.”
