When Luis Suarez struck the winner for Uruguay against England on the evening of June 19, his hammer blow certainly bit into the jugular of the drinks trade in a big way.
Pubs and bars have been counting the cost of England’s bitterly disappointing World Cup campaign.
They have paid a price for the team’s early exit from the tournament.
According to the British Beer & Pub Association (BBPA) two million fans watched the final game – against Cost Rica on Tuesday when it was mathematically impossible for England to qualify after defeats by Italy and Uruguay – in pubs.
This was down 43 per cent from a forecast 3.5 million if England had hopes of continuing in the competition.
The association added that an extra four million pints of beer would have been sold, down a third on an original calculation of six million pints.
It also forecast the total extra turnover for the game would hit £15m, whereas the original estimate was double, at £30m.
In comparison, the BBPA said that during England’s first game – against Italy – £20m was spent in bars and pubs.
A 50 per cent increase in pubgoers was also estimated for the Italy game, with some three million people watching it in licensed venues.
According to the BBPA, they They also consumed six million extra pints during the Italy game.
On town centre landlord said he had been hit hard by England’s flop.
Long-serving landlord Ivan Lynas, who runs the Imperial, Union Street, Chorley, said: “It’s very significant.
“Getting knocked out so early, it’s had a negative impact on myself and tradesmen in the town.
“We were hoping for at least four games.
“It’s had a severe impact on myself. I lost a lot of money – I bought a shedful of beer in.
“As far as the World Cup is concerned, there just isn’t the interest now England are out. There’s not as many people coming into town, it’s not happening.
“That was particularly reflected in England’s last match against Costa Rica last Tuesday night.”