Asahi UK has recorded an uplift in sales during June driven, in part, by the 2026 World Cup.

The company said it had a 22.6% increase in beer sales during week four, week-ending 27 June 2026 in the off-trade, and 15% increase in the on-trade during the same period.

Rob Hobart, marketing director at Asahi UK, said: “At Asahi UK, our premium portfolio drove the late-night celebrations. During the post-match peak between 12 AM and 4 AM, Asahi Super Dry and Peroni Nastro Azzurro saw a staggering volume surge of over 2,030% compared to the previous week.

“Beer has overtaken wine, growing +9% (vs YA) for the first time since the tournament began. We’re not surprised by this as each tournament sees customers more likely to opt for beer when celebrating a social event, as a direct result of brand and retailer presence.”

In pubs and bars, draught premium world increased by +3.8pp w/e 27 June 2026 and premium cider has gone up +1.1pp during the same period.

Recent heatwaves have created the strongest trading environment so far this year, driving double-digit growth versus a year ago.

“The sales increase we’ve seen underline a wider customer trend we’ve seen for years. Whether they’re in a pub, bar or at home, customers are drinking less but are more willing to trade up to a premium option when they do. As the tournament reaches its climax, we expect to see this becoming even more prevalent, with premium brands growing in share,” he added.