UK pubs are set for a £60 million Six Nations windfall – but Brits still pay triple the beer tax of France and Italy
Pubs across the country are set to receive a major boost as the Guinness Six Nations rugby tournament gets into full swing, with fans flocking to their locals to cheer on England, Scotland, Wales, and Ireland.
According to the British Beer and Pub Association (BBPA), the tournament is expected to drive nearly 12 million extra pints pulled in UK pubs compared to a normal February or March weekend. That surge is forecast to deliver around £60 million in additional revenue for the beer and pub sector.
Data from the opening weekend of the 2026 championship saw over 11.4 million pints of draught beer and cider sold across Thursday and Saturday fixtures alone, with the average pub shifting 349 pints and generating roughly £1,805 in extra income per venue. Welsh supporters led the charge, boosting sales the most with an average of 86 additional pints per pub.
“With an extra 12 million pints expected to be poured during the tournament, generating around £60 million in sales, the Six Nations is a huge moment for pubs. There’s nothing quite like watching sport in the pub and we encourage fans to get down to their local and be part of the atmosphere while supporting their teams,” said BBPA Chief Executive Emma McClarkin.
Beer taxes
While the tournament provides a welcome lift for an industry that has faced tough times, including pub closures and rising costs, the BBPA highlighted a stark disparity in beer taxation.
UK pubgoers pay the highest beer duty among all Six Nations countries – around three times higher than in France and Italy, and up to 12 times higher than in Germany or Spain. The UK rate remains significantly above many European neighbours, even after recent adjustments.
Beer duty in the UK saw an increase this February, the first rise for pubs since 2017, adding further pressure on operators and drinkers alike.
The BBPA is calling on the Government to cut beer duty to better align with the European average, alongside longer-term support to help brewers invest and the sector grow.
“Given UK pubgoers pay more in beer duty than fans in any of the other Six Nations countries, we’re calling for a reduction in beer duty. We welcome the Government’s recent support on business rates and want to work with them so that the people behind the pint are properly supported,” said McClarkin.
