Let the Games Begin!

1 June 2012 | Gillian Farrell

With sunshine finally rearing its head during late May/early June and temperatures hitting the mid 20’s people are finally getting in to the summer.

And why not, there’s so much to look forward to this summer when it comes to sporting events starting with Euro 2012 in June!

It will be an exciting time for Ireland with the passion and patriotic spirit of Irish people coming out in force to support the boys in green. We will hopefully celebrate a very welcome increase in tourism, uplift in grocery sales, and the local pubs packed to the rafters providing a welcome reprieve from the recession.

The Director of the Small Firms Association, Patricia Callan, has said that Ireland’s achievement in qualifying for the Euro 2012 Finals will give a major social and economic boost to the country.

According to Callan “qualification gives Ireland an opportunity to showcase itself to an international audience of over 240 million people. This is a major opportunity for our tourism industry. It should also mean that more Irish people will holiday at home to join in the celebrations during the month of June.”

The merchandising and advertising spend on Euro 2012 will run to millions and pubs, restaurants, newspapers, magazines and specialist clothing manufacturers are all set to benefit. 

With Quarter 1 grocery sales down again by 1.43% (Retail Excellence Ireland Q1 report) and on-trade (pub sector) now accounting for only 45% of the total trade, compared to 70% six years ago  the forecasted impact of the euro 2012 will be welcomed greatly.*

So FMCG manufacturers and retail stores stock up your BBQ products, ice creams, party food, soft drinks and cold beers in store, publicans get the pipes cleaned, and extra kegs in because the summer sales are about to kick off!

Also make sure you’ve got your “Support the Irish” or  “c’mon the boys in green” merchandising in clear view whether its in store or the front of your pub and get on that rocky road to Poland with the boys in green to make sure Euro 2012 has a positive impact on your sales this summer.

* (Sources: Retail Excellence Ireland & http://www.irishexaminer.com/ireland/pub-owners-drowning-under-sea-of-regulation-193998.html#ixzz1vW9n7xKS)