England’s World Cup campaign is giving Benidorm’s hospitality sector a major boost. Pubs, bars and drinks distributors report a sharp rise in beer sales as thousands of British fans arrive on the Costa Blanca to follow the tournament.
Industry figures suggest beer consumption has risen by around 30% compared with a typical summer period. Hot weather and England’s progress in the competition have created ideal conditions for local businesses.
For many supporters, Benidorm has become the next best thing to attending the tournament in person.
Millions of litres of beer sold
Local distributors estimate they could supply almost four million litres of beer across Benidorm during the busiest weeks of the World Cup.
Ginés Cañavate, one of the area’s main drinks distributors, said the type of visitor currently arriving in the resort has helped drive sales.
“There are far more young people here and, naturally, they consume much more,” he said.
Industry estimates suggest each of Benidorm’s largest distributors has supplied around 700,000 litres of beer during the three weeks covering England’s key matches.
Why fans are choosing Benidorm
Many businesses believe the high cost of travelling to the tournament has persuaded supporters to stay closer to home.
Fans can face costs of between €15,000 and €20,000 for flights, accommodation and match tickets. Instead, many have chosen to watch the games from one of Britain’s favourite holiday destinations.
Summer football brings bigger crowds
Hospitality operators say this tournament has generated far more business than the 2022 World Cup in Qatar.
The Qatar competition took place during November and December. Visitor numbers were lower and temperatures were much cooler.
One major distributor supplied around 300,000 litres of beer during the 2022 tournament. That figure increased to roughly 700,000 litres during Euro 2024.
This year, some suppliers expect sales to reach between 800,000 and 900,000 litres before the competition ends.
The heat has also increased demand for bottled water. Some venues have even reported temporary shortages during particularly busy periods.
Spanish beer remains the top choice
Despite the large number of British visitors, most fans continue to choose Spanish beer over imported brands.
Price remains the biggest factor.
Many bars sell a pint of Spanish beer for around €2. Imported British beers often cost more than €5. Traditional British ciders also remain popular among visitors.
Pubs report a 30% increase in trade
Pub owners in Benidorm’s British entertainment district say sales have increased by around 30% compared with a normal summer.
England matches attract especially large crowds. Most customers watching the games are British tourists. Spain’s matches also draw strong audiences across the resort.
According to Benidorm’s Association of Bars, Restaurants and Cafés (ABRECA), match days can generate around 60,000 litres of beer sales across the town.
That figure could rise to 80,000 litres if both England and Spain continue progressing in the tournament.
“Every round they reach means more fans in the bars, more bookings and more spending,” said Abreca manager Irene Parreño.
With the tournament still underway, local businesses hope the knockout stages will deliver one of Benidorm’s most profitable football-fuelled summers in recent years.
