The average pub enjoys a 15 per cent sales uplift during a bank holiday weekend and this weekend will also be the occasion for several sporting fixtures.

These include the penultimate matches of the Premier League (May4-6) and the Women's FA Cup Final (May 4).

Currently, even the weather looks promising with the Met Office predicting a dry weekend with sunny spells.

All of this could culminate in a boom weekend for UK pubs, so Heineken has released tips and advice to help licensees maximise the opportunity:


Food - one in three on-trade occasions include some kind of food

Promote a combined food & drink offer, such as a 'burger and beer' deal. This adds value for punters and is a simple ploy that will increase footfall. A more formal food and drink matched menu will drive spend in a higher-end venue.


  • A third of customers will look at drinks menus online before they visit a pub, so make sure offers are as engaging and visually appealing as possible online.
  • Drinks should always match the quality of the food, so offering a high mix of continental premium lager, craft beer and premium spirits is advised. Ensure bar staff are fully trained and can confidently deliver recommendations to help upsell.


Sport - Almost a fifth of all UK adults specifically go to the pub to watch the game

As stated above there are several sporting fixtures scheduled to take place over the first May bank holiday weekend and showing your average Premier League match on the big screen can drive an increase in beer and cider sales by up to 22 per cent.


  • Busy periods cause increase congestion at the bar, so avoid this by thinking about different drink formats, such as jugs and pitchers of beer to decrease the number of visits to the till without losing on sales.
  • It might seem obvious, but with beer and cider averaging an immense 90 per cent of the volume of drinks sold in a pub at any time of year, and with this stat increasing further during a match, it's vital that outlets are fully stocked up.


Sunny days - cider sees an uplift of 10 per cent during the warmer months

If your venue has a garden or terrace, serve food and drink that customers associate with the outdoors, including summer's favourite tipple, cider.


  • If it's hot, setting up a BBQ could increase dwell time and spend in outlets.
  • 53 per cent of customers would visit a pub more often if there was a good garden – and were aware of it! Outlets can tempt customers in with plenty of outdoor seating, both shaded and in the sun, to facilitate bringing people together.
  • Offer draught beer outside to cut queues. Blade is a cutting-edge draught dispense beer system that allows outlets to serve a freshly poured pint of beer on any surface or counter, meaning draught is no longer limited to space with cellar access. Heineken offers several beers on Blade, including its alcohol-free Heineken 0.0 and Birra Moretti.