Stonegate Group, the UK’s largest pub company, received criticism from England fans for increasing drink prices during World Cup games. The Lion pub in Atherton, Greater Manchester, owned by Stonegate Group, was found to be charging 20p more for certain beverages. The pub chain had implemented a “dynamic pricing” system for busier periods starting in 2023.
Following the DR Congo game on July 1, a customer expressed dissatisfaction on social media regarding the price hike at The Lion. Martine Albrighton-Mills, a pub employee, justified the higher prices by stating that they were necessary to cover the costs of additional staff required during events like England matches.
Despite some backlash from customers, Stonegate Group reported a significant increase in drink sales during the Congo game at their 656 Craft Union pubs and 332 managed venues. A spokesperson for Stonegate emphasized that pricing adjustments during peak times were common in the hospitality industry to meet the demand for extra staff and safety measures.
The World Cup presents a valuable opportunity for pubs to attract customers and create a vibrant atmosphere for supporters. Stonegate encouraged patrons to enjoy the football festivities at local pubs and celebrate the tournament with fellow fans.