Wales hammer England and Scotland during the Euros

beerThe Welsh national football team are not only the first to qualify for the last 16 of the Euros, it appears their supporters are also stealing a march on England and Scotland fans in the booze stakes, outspending both when getting behind their team.

So says a new analysis from PayPoint, involving its network of 28,000 retailers, which reveals each country’s tipple of choice to enjoy alongside the tournament.

Alcohol sales rose 23% over the weekend that Wales kicked off their tournament against Switzerland, with three brands dominating – Stella (up 78%), Strongbow (up 71%) and Thatchers Gold (up 59%) – when it came to toasting The Dragons.

Meanwhile, over the weekend England played their first fixture against Croatia, alcohol sales rose 11% in England. In Scotland, sales were up 6%.

English fans went continental, with Corona and San Miguel sales seeing the biggest increase at 35% and 23% respectively. The Scottish, ever the patriots, boosted sales of Tennent’s Lager (18%), Dragon Soop (16%) and Buckfast (13%).

Interestingly, Heineken, one of the biggest Euro spenders with a tongue-in-cheek global campaign celebrating the return of football rivalries – created by Heineken and Publicis Groupe’s bespoke agency Le Pub – did not feature at all in the booze fest.

PayPoint retail services director Ben Ford said: “The start of the Euros coinciding with some long overdue sunny weather has boosted alcohol sales but also the nation’s mood.

“Let’s hope this is only just the beginning of a stellar summer. PayPoint wishes good luck to all three home nation teams.”

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