How UK Pubs and Bars Can Boost Drinks Sales During Six Nations and Beyond in 2026

The Six Nations remains one of the biggest trading opportunities for UK pubs and bars. Recent industry data shows venues showing matches can see strong increases in drinks sales and overall trade when they plan ahead and optimise their offer.

Here is your updated guide to making the most of this event and driving sustained drink sales throughout the year.

Plan before you open

Promote early and often: Advance publicity works. Fitness for purpose social media posts, event listings and clear messaging about Six Nations coverage drives awareness and bookings. Almost half of consumers use social media to find restaurants and bars, so plan your content calendar now to highlight live sport, table deals and drinks offers.

Staff for key games: Customer service speed directly affects sales. Ensure your best, most experienced bar staff are scheduled for key matches. Well briefed staff reduce queue times, increase throughput and keep drink sales flowing.

Screens and sound matter: Good quality screens and clear sightlines remain the number one requirement customers look for when choosing where to watch live sport. Make sure screens are visible from all major areas of your venue and the sound system supports the atmosphere.

Serve More, Serve Faster

Contactless and mobile payments are now expected by customers. Ensure your payment system supports contactless and fast transactions. Quick payments help keep drink queues moving and reduce lost sales.

If you accept cash, price your core products so less complicated change is needed (for example, £5 or 50p increments). This helps speed up service without confusion.

Shared and bulk drinks work: Shared drinks like multi-pint pitchers or bottle buckets help move more product during peak match times. Use bundle pricing (for example, 5 bottles of Asahi Super Dry for £xx.xx) to increase average spend per customer.

Glass management: Make sure glass collectors return empties to the bar quickly so bartenders are not slowed down searching for cleanware.

Build Atmosphere That Can't Be Replicated at Home

Fans come to the on-trade not just to watch sport but to feel part of something bigger. Create a buzzy, social environment that they cannot get at home.

Seating and bookings: Winter months mean seating space is at a premium at peak times. Promote pre-booking for Six Nations matches to reassure customers they will have a good view.

VIP options: Promote premium experiences like "VIP viewing tables" with reserved seating and complimentary extras. Running social competitions to win these will also boost online engagement.

Stock the Right Drinks

Drinks spend per visit in the on-trade remains significant when the offer matches consumer preferences.

Beer still performs: Beer continues to be a dominant choice for sport watching, especially quality lagers and popular brands that encourage multiple rounds. Tempt them into trading up to more premium pours, such as Peroni Nastro Azzurro, Guinness, or Asahi Super Dry. And don't undersell cask (Fuller's Grand Slam Spring Ale is our top pick). It's a unique on-trade offering that can't be reproduced to the same high quality and freshness anywhere else.

Premiumisation remains strong: Consumers are increasingly choosing premium serves when out. Sparkling wine, craft options and higher value pours are performing well post-2025.

Low and no alcohol is mainstream: Low and no alcohol options now sell at scale. Offering appealing no-alcohol beers and spirits helps capture customers who are moderating drinking but still want a social experience.

Mixology and cocktails: Cocktail drinkers account for a substantial share of on-trade spend. Diversify your cocktail menu with seasonal serves and match day specials to attract more spend per head.

Current Market Context

The UK on-trade is facing mixed trade patterns in early 2026. Pubs and bars are trading cautiously with consumer spend under pressure, but events and quality drinks offers still drive growth when executed well.

Cost pressures and staffing challenges persist, so efficient planning and smart menu and promotional strategy remain key to unlocking sales growth.

Whatever you decide to do Nectar is here to help deliver a Grand Slam for your business!