Brits are expected to spend approximately £292m this week in shops, supermarkets and convenience stores as they stock up on food and drink for the FA Cup finals at the weekend, according to new research.
In a poll carried out by Carling - the official beer partner of the Emirates FA Cup and Adobe Women’s FA Cup - more than half (55%) of Brits plan to watch one or both of this weekend’s finals, with 45 per cent choosing to do so from the comfort of their own home.
Fans preparing to watch the games are expected to spend on average £24 per person on food and drinks to enjoy with the match, delivering a significant boost to supermarkets and convenience retailers nationwide as they capitalise on the sales.
When it comes to matchday drinks, beer was the clear favourite, preferred by 42 per cent of respondents compared to just 10 per cent who chose wine and 6 per cent opting for spirits and mixers.
“Every year the FA Cup sparks a rush on beer aisles, and this weekend will be no different. Because both finals are on free-to-air TV, millions of fans will be watching from their sofas, so supermarkets and convenience stores can expect a surge in last-minute top-ups,” Lee Willett, Carling brand director at Molson Coors Beverage Company, said.
“Shoppers gravitate to the brands they know and love, so it’s vital that crowd-pleasing lagers like Carling are front and centre - well-stocked, easy to spot and ready to go straight into the fridge. Get the shelf right and the Cup will deliver a real sales lift.”
Carling, which became the first brand to sponsor both men’s and women’s FA Cups in 2023, was the lager brand consumers most associated with football in a recent survey by market intelligence firm Pro Quo.
