Spreading Beer Cheer for Euros 2024

It was a big week last week, not just for Gareth Southgate’s team but for the Aldi booze team too, who jumped on the opportunity to calculate how many pints of beer are expected to be spilt every time England scores a goal during the Euros. 

Working with Professor of Cognitive Science, Dr Eamon Fulcher, we examined online videos of what happens in a pub or large-screen bar area when England fans gather to watch a live match. The result? Around 4.5million pints of beer are expected to be spilt every time a Three Lions hero scores. 

Not only that, but as a solution to the we offered 1,000 Aldi shoppers a £5 voucher to buy beer in stores (the equivalent of 5.5 pints, or seven cans). 

The story has generated over 170 pieces of coverage including a full-length article in The Times, as well as Mail Online, The Sun and much more. 

Cheers to more goals being scored in the coming matches!