During England’s semi-final match in the European Championship that saw it secure its place in the final against Spain (though only to lose the match four days later), anxious British fans chugged a whopping 12.5 million pints of beer in the game’s 90-minute duration. But not all pub patrons are chasing an alcohol-induced buzz.
Sales of low- and no-alcohol beers soared during the Euro football championship, according to a Tuesday report from market research firm Kantar. While beer sales across UK grocers increased 2.2% over the four-week duration of the games leading up to July 7, and 13% on England’s match days, sales of “nolo” beer skyrocketed by 38%.
