The rhythm of the convenience store year, its highs and lows (hopefully not many of those!), its bumps in sales on particular shelves, is woven around certain special events and seasons, dates, celebrations and themes. These sit on top of regular turnover, and the key to elevating profits is to maximise these occasions and merchandise the categories and formats that are the best-sellers in each: at its simplest, chocs for easter, alcohol for Christmas, flowers and cards for Mother’s Day, candy for Halloween, rice, juice and snacks for Ramadan – and so on.
If it’s a lucky year – and 2026 appears to be one of them – then perhaps the longest and most sustained bump in sales comes from the title of this feature: a summer of sport.
Summer is good anyway, as people socialise and enjoy the weather, leading to drinks, snacks and sundries flying out the door as the afternoon lengthens into evening – BBQ season is a tremendous fillip for the channel.
Perhaps even better is a full sporting calendar, not least because – in 2026 especially – the FIFA World Cup means, in addition to the weekend knees-ups, mid-week get-togethers and major extra excuses for fun and indulgence.
“Summer 2026 is shaping up to be a huge one for sport, with shoppers tuning in again and again across football, tennis, cricket and more,” says Sally McKinnon, Head of Marketing & Strategy at Westons Cider. “And while the action might be happening on pitches, courts and grounds around the world, a lot of the viewing will be happening much closer to home – in UK gardens, living rooms and BBQs.”
She says that puts convenience retailers in a strong position: “When shoppers are heading to a friend’s house before kick-off, topping up the fridge before the tennis starts, or grabbing drinks for a BBQ, they want something quick, easy and close by. That’s where independents can really win over multiples.”
Scotland fans react watching the Scotland v Haiti match at The Hydro on June 14, 2026 in Glasgow, Scotland. Photo by Jeff J Mitchell/Getty Images
Sports occasions, whether here or abroad, are also simply great retailing opportunities, as shoppers stock up for viewing, whether in personal attendance or (as McKinnon points out) at home, watching on screen.
Major events for this 2026 calendar include not only the World Cup, Commonwealth Games and the Asian Games, as well as all the usual annual events, such as Wimbledon, the 154th Open at Royal Birkdale (golf), The Hundred (cricket) and the Rugby Nations Championship – many of them already begun or imminent.
In fact, even after summer, the big international events continue, with Winter Olympics and Winter Paralympics this year. 2026 will be a sports year to remember, hopefully with sales to remember, too.
In short, there’s a lot going on, and retailers need to make the most of it .
Annie McGoff, Shopper Analyst at IGD, reports that its shopper sentiment tracking reveals a clear opportunity for retailers to drive event-led sales during the current 2026 World Cup, for example, with 36 per cent of UK adults tempted to spend more on food and groceries to celebrate the tournament – up from 23 per cent ahead of the 2022 tournament, which took place in November and December, revealing “summer boost” for sales intent.
“The findings, which form part of IGD’s ongoing World Cup 2026 analysis, point to stronger engagement with event-led food and drink occasions this summer,” says McGoff, adding that spend will build with tournament momentum.
Nearly four in 10 football fans admit they loosen the purse strings when their team scores. Photo: iStock
According to IGD, almost four in ten shoppers (39 per cent) say they will spend more if their team performs well, up from 26 per cent in 2022. And the 44 per cent of shoppers who plan to celebrate the World Cup rises to 59 per cent when including those whose participation depends on their team’s success – so let’s hope it doesn’t end in the quarter-finals!
“Our findings reinforce the need for retailers and suppliers to prepare for eventualities and respond in real time as the tournament progresses, aligning promotions and messaging to key moments,” says McGoff, with top-up and convenience purchases linked to social viewing occasions, and promotions also playing a key role: 46 per cent of shoppers will be looking out for them when making World Cup-driven food and grocery purchases.
At the same time, IGD expects later kick-off times to shift consumption habits, driving demand for convenient, easy to prepare meals and last-minute purchases.
McGoff added: “Value communication, price cues, and bundled offers will be critical for converting intent into spend.”
So, what goes for soccer also goes for tennis, cricket and rugby and racing, not to mention athletics and golf.
Staying refreshed
Starting with perhaps the most obvious of out-the-door soccer sales, alcoholic beverages, Natalie Marshall, Trade Marketing Manager at Aston Manor Cider explains that with a major football event on the horizon, wholesalers and convenience retailers have a big opportunity to capitalise on increased at-home viewing and matchday socialising.
“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, highlighting the scale of the opportunity for retailers this year,” she says, adding that when shoppers are hosting friends or planning multiple matches, larger take-home formats and multipacks become especially important. They allow consumers to cater for groups while keeping spending under control.
“Our Crumpton Oaks 2.5l PET is the No.1 cider PET in the UK convenience channel, while our 4x568ml pack is up +38 per cent year-on-year,” she says. “These formats are perfectly suited to football viewing, where shoppers want clear value and enough volume for shared occasions.”
While value is essential, shoppers don’t want to compromise on taste or experience during major sporting events.
“That’s where premium-value cider really comes into its own. Knight’s Cider leads this premium-value space as the No. 1 strong cider brand in the UK and the No. 2 cider brand in the convenience channel, it grew 90 per cent YoY in value during the 2024 Euros. With +67 per cent volume growth in convenience and a rate of sale that’s 1.7x times its nearest competitor [Nielsen Off-Trade Data], it continues to attract shoppers trading up for special occasions,” says Marshall, pointing out that Knight’s Vintage is another standout. “It’s a medium-dry vintage cider crafted from the finest bittersweet apples, offering strong margins for retailers while appealing to shoppers looking for quality at an accessible price.”
The cider brand is bringing back ‘Happy Applecore’ to build on recent growth and connect with loyal consumers. Photo: Aston Manor
Ben Parker, VP Sales – Off Trade, Carlsberg Britvic, says beer continues to perform well, with world lagers and brands such as Poretti and 1664 Bière maintaining strong sales, demonstrating that there is room for both value and premium offerings within the category. “This underlines the importance of offering choice across different price points to meet diverse consumer needs,” he says. “As part of this trend, bottled packs of world lager and ale can help reach those who are looking for a premium beer option during the likes of at-home watch parties, such as Birrificio Angelo Poretti 4x330ml or 4x440ml packs.”
The UK beer category is worth £5.7bn in the total market. Within impulse, including convenience and independent stores, the figure stands at £1.4bn. In the UK, the cider category is worth £1.18bn – in convenience at £369m [Nielsen] presenting retailers with an excellent opportunity to tap into the category this summer, according to Jonathan Ford, Off-Trade Director at HEINEKEN UK.
He says that having a fully-stocked display with a good mix of core, trusted brands, merchandised and chilled where possible, such as Heineken, Foster’s, Strongbow, Inch’s Cider and Old Mout is a great place to start with sports events planning.
“Weaving core brands in with popular world lagers, including Birra Moretti L’Autentica and Birra Moretti Sale di Mare, and premium options, including Cruzcampo and Inch’s Reserve is the best way retailers can drive repeat footfall, alongside attracting new shoppers to explore the beer offering,” he explains, emphasising the importance of “going large” during competitions and tournaments:
“During major international sporting events, retailers can amplify their beer and cider range by offering larger multipacks, in anticipation of people hosting gatherings at home, alongside small packs sited in the fridge for those wanting to grab something convenient to enjoy on the go.”
He says that all pack formats in beer and cider experience a massive jump in sales during peak seasons, including summer occasions, such as sporting events where premium nights in come into the spotlight. “In impulse, single cans, mid and large-sized can packs perform particularly well, in addition to small-sized glass bottle packs – suited for people making smaller, but more frequent, visits to stores. Smaller pack sizes are also more accessible for those who are walking to their local store, especially those located in busy town and city centres, where taking home larger multipacks might not be accessible.”
HEINEKEN UK launches Cruzcampo Sevilla Orange Photo: Handout
HEINEKEN specially recommends Cruzcampo Sevilla Orange and Inch’s Reserve for the sports summer, and Ford explains why.
Since launching in August 2023, the Cruzcampo brand already commands a 2.7 per cent value share of the beer category and with the flavoured and fruit beer segment growing +12.4 per cent year-on-year, Cruzcampo Sevilla Orange – which was launched in March this year - provides a premium option.
He calls it a natural extension to the Cruzcampo portfolio, inspired by its hometown of Sevilla where it originated in 1904, a city home to more orange trees than anywhere else in the world.
Inch’s Reserve was also launched in March, a premium apple cider with the recognisable signature taste of Inch’s Medium but elevated for sipping and savouring, made exclusively with apples grown within 40 miles of the Herefordshire mill. It delivers a higher ABV at 7.4 per cent for a fuller‑bodied, more considered cider experience, and looks to recruit younger shoppers into the premium apple cider category.
While on the quintessentially summer subject of cider, Sally McKinnon from Westons Cider runs onto the pitch in support of the team, saying that “Cider should be a key part of that summer sport shop. We know major tournaments can drive big spikes in demand. During the 2018 World Cup, cider sales in the off-trade rose by +59 per cent above the weekly average when England played key matches.”
She makes the excellent point that this year, the opportunity is even bigger. “The last World Cup took place in winter, which naturally created very different shopper habits. For the first time in eight years, the tournament is back in the summer, landing right in the middle of BBQs, garden get-togethers and social viewing occasions."
To take best advantage of this situation McKinnon recommends apple cider, saying that variety is important, but if space is tight, apple cider should be the priority: “Apple dominates cider, accounting for over two-thirds of sales, so trusted apple favourites are the safest bet for consistent sales during busy sporting periods.”
Henry Westons Vintage 500ml glass bottle is the number one cider SKU in the UK Photo: Handout
Westons is supporting retailers throughout the season with a summer of elevated, boosted social media content planned, ensuring both Stowford Press and Henry Westons are higher on people’s minds than ever before during key moments.
“Our upcoming social campaigns like ‘Unforgettable Moments’ will also help to engage shoppers, offering the chance to win tickets to major sporting venues including Lord’s Cricket Ground and Gloucester Rugby,” McKinnon says
“We’re also investing heavily in above-the-line support for both brands this summer, including significant out-of-home campaigns across the UK, branded Stowford Press buses and video-on-demand advertising for Henry Westons. Each burst of screen activity will reach more than 10.6 million consumers, helping keep both brands visible throughout the key sporting season."
Match day sophistication
Drinking doesn’t stop with beer and cider, mark you. The UK is pretty sophisticated these days, even where soccer is concerned, never mind tennis and golf. To that end, Chris Jones, Managing Director at Paragon Brands, points out that major sporting events drive higher spend, particularly across drinks, and that creating cocktails in the home is a fun addition to proceedings and allows the group to participate together and join in a shared activity.
“Cocktail culture and mixology in the home are thriving and there are clear trends to be jumped on – especially with easy to assemble spritz-style serves and trending, colourful spirit mixer drinks,” says Jones. “While these are characteristically the domain of the aperitivo or pre-dinner drink, they can be enjoyed all afternoon or evening thanks to their lower ABV and leisurely sipping nature.”
His particular match-day recommendations include drinks that have an affinity for the sporting life, combined with fond summer experiences and memories for British fans.
“Spritz trends in the UK are moving towards lighter, floral and fruity alternatives to the classic Aperol spritz. Gen Z and younger consumers are driving the ‘spritz-style' surge as they gravitate towards to the serve for its low effort, high impact nature, so we’re expecting a Summer of Spritz ahead,” he says.
Spain remains the number one holiday destination for Brits [You Gov, 2025] and Spanish food and drink imports have been ticking up consistently in recent years. To overlook the UK’s love affair with all things Spanish is to overlook a pocket of potential growth in the category.
Photo: Handout
“Licor 43 is a premium Spanish liqueur crafted in Cartagena from a secret family recipe of 43 natural ingredients, including Mediterranean citrus, vanilla and botanicals that create a distinctive, layered flavour. This summer, Licor 43 is introducing the UK to the Ibiza Spritz – a sweet, fruity cocktail made with Licor 43, lime juice, grapefruit soda and ice.”
Another cocktail category which is seeing a lot of action is the Margarita spectrum, where a variant called the Paloma (named after Picasso’s daughter one assumes, so keeping up the Spanish-language angle).
“With the spotlight on Mexico over the summer months, due to the Men’s World Cup, the Paloma is set to shine as Brits familiarise themselves with the easy-to-assemble, vibrant drink made with blanco tequila, grapefruit soda, fresh lime and salt.”
Paragon brands’ Excellia Tequila Grand Cru is a unique range of tequilas made with a blend of Mexican authenticity and French expertise, he says, crowned the World’s Best Tequila at the World Tequila Awards. It fits into the emerging trends category as this new and unique tequila blends the terroir and heritage of Mexico – and with Mexico as co-host of the World Cup, what could be more fitting?
Perhaps a Piña colada made with Caleño, a female-founded, B-Corp range of tropical non-alcoholic spirits, including Dark & Spicy, Mango & Passionfruit, White Coconut and Light & Zesty. White Coconut has quickly become a best seller due to its creamy flavour profile and its proposition as an alcohol-free coconut rum alternative – perfectly matched for an alcohol-free Piña Colada served with pineapple juice and coconut cream at half-time.
Turning to golf, Jones recommends Goslings rum, a Bermudian house with over two centuries of heritage, family ownership and craft blending, which has been announced as the "rum of leisure", having served as the official rum for golf tournaments in the 2025 Ryder Cup and the upcoming 2026 PGA Championship.
Give it the fizz
Apart from alcohol, soft drinks are absolutely massive summer sellers, of course, and the fact that many sports-related get-togethers are family affairs only underlines the importance of keeping cool fizz, juices and refreshing beverages at hand – and lots of them, which means thinking about formats for such liquids.
“Retailers shouldn’t underestimate the power of take-home formats, which in 2024 grew by 4.1 per cent to nearly £1.7bn, accounting for 30.9 per cent of total soft drink sales,” says David Laidler, Brand Director of Carbonates and Lipton at Carlsberg Britvic. “We offer a variety of pack formats to suit different shopper needs. For those consumers who are hosting friends and family this summer, larger formats such as our 2 litre bottles and multipacks of carbonated soft drinks, including Pepsi MAX, Tango and 7UP Zero, can play a key role.”
Laidler’s colleague Ben Parker adds that shoppers are choosing to live a healthier lifestyle, leading many to moderate their alcohol intake, so thinking seriously about foregrounding soft drinks – including more low-and-no alcohol options, is a good move.
“Those consumers that choose to not drink alcohol are likely to seek more elevated experiences and interesting flavours that match up to the out-of-home experience, for a fraction of the cost.
“With not everyone looking for an alcoholic option, there are a number of light and alcohol-free options within the category that appeal to shoppers. Whether that be due to being a designated driver, moderation or completely abstaining, stocking up on products such as our 6x330ml 1664 Bière 0.0% packs meet different needs and preferences.”
The stats back this up, with an enormous 329.5 million in-home soft drink servings consumed as an alternative to alcohol in the past year, meaning the growth potential in this space is clear in soft drinks as well as “zero” SKUs.
Photo: Handout
“Retailers who stock bold, sugar-free flavours that don’t compromise on taste such as Pepsi MAX, 7UP Pink Lemonade and Tango Thirst Trap, are perfectly placed to meet this evolving shopper demand and drive category value,” says Parker.
Alpesh Mistry, who is Sales Director at Suntory Beverage & Food GB&I, confirms the figures and adds convincing detail behind demand for soft drinks.
During the summer months,” he says, “soft drinks see a significant jump in sales, typically rising about 27 per cent, compared to the rest of the year. Major summer sporting moments and tournaments represent a significant opportunity for independents, particularly when viewing shifts away from pubs and towards the home. Looking ahead, for example, this summer’s [World Cup] tournament presents further opportunity with England and Scotland matches in the US airing late at night or early morning in the UK – these viewing times are likely to shift consumption away from pubs and alcohol led occasions towards at home soft drink consumption.”
Lucozade Sport sees a significant uplift during the warmer months. In periods of hotter weather and increased participation in sport, the sport drinks segment as a whole delivers a stunning +37 per cent uplift versus average seasons – and in really hot summers, consumption goes nuts:
“The tournament also overlaps with peak summer weather, so independents can expect increased demand driven by BBQs, outdoor gatherings and garden parties to celebrate ahead of the matches, or celebrate wins the following day, particularly if the UK experiences similar heatwaves to summer 2025,” says Mistry. “For example, in 2025 we had one of the hottest summers on record, which drove +7.2 per cent growth for soft drink sales versus the previous year. This could pose an opportunity for independents to drive basket spend through bundle promotions by stocking products in the chiller near adjacent categories such as snacks.
Lucozade Energy Grafruitti returns to shelves Photo: Suntory Beverage & Food
He particularly recommends some serious hot weather and sports skus.
Lucozade Energy Grafruitti was reintroduced recently in zero sugar and rolled out in 500ml and 900ml formats, following popular demand from devoted shoppers, reaffirming what Mistry describes as the brand’s focus on innovation and the growing consumer preference for nostalgic, familiar flavours: its signature combination of mixed berries, citrus flavours and an exotic twist, the Grafruitti flavour has always been a fan favourite.
Meanwhile, special edition Lucozade Sport Ice Kick with Jude Bellingham was the second biggest soft drinks NPD launch of 2025, contributing 34.6 per cent of total brand value growth, delivering £24.4m in sales and recruiting +13 per cent new shoppers into the sports drink segment.
“Offering shoppers different pack formats to suit different shopper missions is key,” reveals Mistry. “The 500ml format stocked cold in the chiller is perfect for those on the go, while four-packs allow shoppers to stock-up and consume throughout the week at-home. Lucozade Sport Ice Kick is our top sports drink in grocery, with the 500ml format delivering YOY growth of over 12 per cent to nearly £8m, and the 500ml four-packs almost 12 per cent to just under £5m.
And summer wouldn’t be the same without Ribena.
Mistry says the newly launched Ribena Summer Fruits offers retailers a timely opportunity to drive incremental sales within both squash and RTD fixtures, perfect for the kids (and grown-up, too) during sports season. Summer Fruits remains one of the nation’s favourite flavours, currently the third most popular squash flavour and fifth in ready to drink, “making this No Added Sugar blend of strawberry, apple, raspberry and blackberry a strong addition to the category”.
Tucking in and treats
So far, it’s all been about liquids, but food and flavours also count, and when you have been shouting yourself hoarse at a wasted free kick or corner, it might be time for some tasty, soothing throat lozenges.
“There’s a real opportunity to tap into products that serve more than one purpose,” says Elizabeth Hughes-Gapper, Jakemans Senior Brand Manager. “For example, cough and throat lozenges come into their own during sporting moments, when consumers are cheering, shouting and socialising more. Jakemans soothing menthol lozenges offer both great taste and are available in a variety of flavours, making them a natural fit for these occasions. Positioning these as part of a “match day essentials” or “game night” fixture can help independents drive incremental sales beyond traditional seasonal demand.”
To make these sales count, Gapper says dual-siting is particularly impactful, “placing lozenges not only in the healthcare aisle but also in high-traffic areas such as front-of-store or alongside snacks and drinks can significantly increase visibility.”
She says that clear, symptom-led messaging also helps guide shoppers quickly. Simple prompts like “Sore throat?”, “Talking all day?” or even “On-the-go essential?” can encourage impulse purchases and reinforce the everyday relevance of the category. Jakemans’ bold packaging and strong brand recognition also support standout on shelf, while shelf-ready packaging makes it easy for retailers to maintain availability and visual appeal.”
Jakemans continues to innovate in line with evolving shopper preferences, particularly around health and flavour. “For example,” Gapper explains, “we’ve recently expanded our sugar-free range with the launch of Sugar Free Summer Berries as a new permanent addition. This builds on the success of Throat & Chest Sugar Free and responds directly to growing demand for lighter options that don’t compromise on taste.”
If your throat is fine but you need some sweetness, it’s Swizzels to the rescue.
Trade and shopper marketing manager, Clare Newton, says confectionery is seen as a small, affordable indulgence and that this creates an excellent opportunity for retailers to expand their sweets offering, especially PMPs, which are essential in convenience stores due to their clear and visible pricing – just the thing to be picked up when customers are grabbing items and running home to make kick-off – so put them near the till.
“PMPs are an effective way for independents to get ahead of multiples during the upcoming summer of sport,” says Newton. Their budget-friendly price points attract money-conscious shoppers, who are searching for affordable, high-quality products from established brands.
“Swizzels offers a popular PMP range, including our variety bags – Luscious Lollies, Scrumptious Sweets, and Curious Chews, as well as 120g and 60g bags of Squashies.
Swizzels Launches Cherry Cola Squashies PMP Photo: Swizzels
Newton confirms that nostalgia remains a major trend in 2026, with consumers gravitating toward familiar, traditional sweets from trusted brands. While this nostalgic appeal continues throughout the year, shoppers are still seeking fresh twists on their much‑loved classics. Swizzels has reimagined Love Hearts with Squashies Love Hearts – a new take on a traditional sweet that combines the soft, foamy texture of Squashies with the nostalgic flavours of Love Hearts.
Last year, Swizzels launched two new Squashies: Squashies Sour Shooting Stars and Squashies Tropical. This was in response to the growing demand for fruity and sour flavours. Squashies is a hanging bag best-seller; this popular range features a wide variety of flavours, including Squashies Original, Strawberry & Cream, and Cherry Cola. Swizzels offers an extensive hanging bag range, consisting of Drumstick Choos, Love Hearts, Refresher Choos, and Parma Violets.
That lot beats even strawberries and cream for Wimbledon fortnight!
Newton adds that Swizzels is celebrating two anniversaries this year: 50 years of Double Dip and 80 years of Parma Violets. “This is a year of celebration for each brand, with more NPD coming soon,” she promises, adding that this summer, Swizzels will also be heading to the Commonwealth Games 2026 to sample Squashies Cherry Cola.”
For bigger rumblings in the stomach, the classic mid-match food is a pizza, and Dr. Oetker has convenience covered.
“With many key World Cup matches taking place later in the day this year, shoppers are more likely to be watching from home and making last-minute trips to their local store for match essentials,” says Convenience Strategy & Activation Manager Amanda Barker.
She says Retailers can further maximise sales through meal deals and cross-category promotions. Pairing frozen pizza with drinks, snacks or sides can help drive incremental spend while catering to shoppers looking for convenient options during major sporting events. Creating a clear destination in store for these occasions can also help encourage impulse purchases and increase basket value.
“Maintaining an organised, well-stocked freezer that includes bestselling categories and ranges is also important, particularly during peak sporting occasions,” advises Barker.
Pizza meets multiple shopper needs, from a quick snack or ‘meal for tonight’ to a convenient and cheaper alternative to takeaway, making it an ideal choice during the summer of sport when shoppers are looking for easy, shareable options for match-day occasions.
“Chicago Town is the UK’s number one frozen pizza brand, with Deep Dish the best-selling single frozen product in the impulse channel, followed closely by the Takeaway range. Both are key drivers of category performance and shopper satisfaction,” she says.
Cheese and Pepperoni account for the lion’s share of frozen pizza sales, but where space allows, offering variety can help drive additional sales. Options such as Chicago Town Thin Meat Feast, or Ristorante Hawaii or Funghi are all strong-selling products that add breadth to a range when space is tight.
Chicago Town Launches First Deep Dish Campaign in 10 Years Photo: Chicago Town
For frozen, where POS can be more difficult, Barker suggests simple solutions such as freezer stickers can help highlight frozen pizza and other products that are perfect for sharing among family and friends. Cross-category meal deals are also highly effective – for example, pairing frozen pizza with drinks and other savoury products to drive basket spend from shoppers looking for a convenient match-day solution.
Chicago Town has recently launched a Deep Dish NPD - NEW Original Deep Dish BBQ Chicken featuring Chicago Town’s signature BBQ sauce, mozzarella cheese, chicken, red and green peppers. The addition brings another intense flavour hit to the core Deep Dish pizza lineup, which is fully HFSS compliant, reinforcing Chicago Town’s credentials in a health-conscious retail environment. Available in PMP format, the product also helps retailers clearly communicate value to shoppers while driving impulse purchase.
Last but not least (and more of this in next month’s BBQ and Summer Products feature), make sure your bakery is ready for the influx of distress missions when the burgers have outstripped the bread supplies back at home.
St Pierre Groupe and Baker Street are the Quintessential c-channel focussed, extended life bread brands – and Rachel Wells, Commercial Director at St Pierre Groupe, says the summer of sport represents a significant opportunity for independent retailers, as consumers increasingly choose to socialise at home rather than eat out.
She highlights that St Pierre is launching Caramelised Onion Brioche Buns for the 2026 summer season. Available from April to September, the limited-edition launch is designed to drive excitement and seasonal impulse during the key summer period.
Josh Corrigan, Customer Development Director, adds that televised summer sporting events such as Wimbledon and the World Cup present a significant opportunity for independent retailers, particularly as shoppers look to top up on food and drink for at-home viewing occasions.
“Summer sport and barbecues go hand in hand, and even when the weather is less predictable, shoppers still look to recreate these occasions indoors,” he says. “Products like Baker Street’s burger buns and hot dog rolls play a central role, enabling consumers to enjoy ‘stadia-style’ favourites at home with minimal effort.”
So, stay refreshed and full, and remain calm for the inevitable penalties...
Top Tips to Maximise Sales
Ben Parker, VP Sales – Off Trade, Carlsberg Britvic, knows that it’s important to line up the beverages in the right way to guarantee great sales
Retailers can unlock drink sales for at-home socialising during the upcoming summer of sport by stocking the right range and utilising displays to connect categories. At Carlsberg Britvic, we offer retailers practical recommendations and tried and tested tips to put these into practice to engage shoppers in store.
- Plan around key events – Ensure you are aware of upcoming events, including bank holidays, seasonal occasions, as well as key sporting events. Ensure you’re well-stocked across sugar-free options, mocktails, and mainstream favourites to capture demand. Offer formats suitable for both group sharing and solo enjoyment.
- Connecting categories – Create displays alongside complementary categories, such as snacks, confectionery and desserts, to inspire the big night in shoppers and drive basket spend. Engaging, visible displays can drive impulse purchasing.
- Utilise At Your Convenience – Register at atyourconvenience.com to unlock free cases, Point of Sale kits, product trials, social media assets and market insights. Use these tools to plan effectively, stay ahead of trends, stock the right drinks, and attract more customers across your drink ranges.
More than ever bums on seats in summer 2026
Make a note of some significant sporting dates for spectator sales this summer and make sure to stock up – there's something for everyone:
- FIFA World Cup – 11 June – 19 July
- 2026 Women's T20 World Cup – 12 June – 5 July
- Royal Ascot – 16-20 June
- US Open Golf – June 18-21
- Wimbledon – 29 June – 12 July
- British Grand Prix – 2-5 July
- Rugby Nations Championship - 4 July – 29 November 2026
- Goodwood Festival of Speed – 9-12 July
- Open Championship – 12-19 July
- The Hundred – 21 July – 16 August
- Glasgow 2026 Commonwealth Games – 23 July – 2 August
- European Athletics Championships – 10-16 August
- US Open Tennis National August 30 – September 13
- 2026 Asian Games – 19 September – 4 October
Teaming up for sales
Natalie Marshall, Trade Marketing Manager at Aston Manor Cider, gives her trading tips for making the most of match day drinks
- Price-marked packs play a critical role with 75% of retailers agreeing that PMPs give shoppers confidence in price. Our Crumpton Oaks Apple 4-pack PMP at £5.19 offers clear value while supporting strong margins.
- Match day shopping is highly mission driven. That makes in-store execution crucial, particularly chilled availability, strong visibility and clear pricing in high-footfall areas.
- Retailers can also use the event to build bigger baskets by tapping into matchday food and drink pairings. Linking cider with sharing snacks, pizzas and easy-to-prepare food helps shoppers build a complete solution quickly and easily.
- Secondary sitings and themed displays are especially effective during events of this scale. They help shoppers visualise the occasion and encourage incremental spend without complicating the shop.
- Retailers who focus on trusted brands, strong value formats and simple, seasonal execution can turn matchday demand into a major sales opportunity.
Staying sporty
Alpesh Mistry, Sales Director, Suntory Beverage & Food GB&I, explains how to best merchandise sports drinks “for the win”
- Consumer behaviour becomes more mission-led and impulse-driven around major sporting events, meaning shoppers are more likely to make last minute store visits close to kick-off and trade into larger pack formats or multiple items to suit group consumption rather than individual use.
- Sharing packs should be easy to find in aisle ends, tapping into demand for BBQs, garden gatherings and sporting moments.
- Prioritise sharing formats such as multipacks and larger bottles, using price marked packs (PMPs) and multibuy cues to clearly signal value, speed up shopper decisions and drive higher basket spend during sporting seasons.
- Cross category merchandising also plays a powerful role during the summer months – place soft drinks alongside snacks, bakery or picnic essentials to inspire bigger baskets and support on the go missions.
- Shoppers are often more active, outdoors and occasion driven in summer, so thoughtful placement and occasion led signposting can help capture incremental sales across the store.
- Ensure key sports drink SKUs are highly visible and well stocked, particularly in front‑of‑store and chilled
The sweet taste of sporting success
Clare Newton, trade and shopper marketing manager at Swizzels , reveals the merchandising secrets of matching confectionery with summer sports sales
- Convenience stores should create vibrant, eye-catching displays to attract shoppers’ attention. This includes highlighting products with bold signage that clearly show prices and brands. Doing so reminds customers that they’re choosing quality products at great value for money, while also helping them make quick, well-informed decisions.
- When creating these displays, retailers could also focus on centring them around a theme relating to a sporting event of their choice. For example, stores could create a Wimbledon display and play on the classic strawberries and cream tradition by offering Squashies Strawberry & Cream alongside a beverage. Alternatively, retailers hoping to utilise the FIFA World Cup, could create an offer on an alcoholic beverage, snack duo, alongside any World Cup memorabilia like flags or stickers.
- Make sure to stand out: Swizzels has released two new products – Squashies Cherry Cola 120g hanging bags priced-marked at £1.15, and Squashies Sour Cherry & Apple 60g bags priced-marked at £0.69p. Both products are designed to stand out on shelves and at the counter with their vibrant packaging, capturing shoppers’ attention and encouraging impulse purchases with their budget-friendly prices.