Stonegate Group, the UK’s largest pub company, faced backlash from England fans for increasing drink prices during World Cup games. The Lion pub in Atherton, Greater Manchester, was found charging an extra 20p for some beverages. The pub chain implemented a “dynamic pricing” system in 2023 for busy periods.
After the DR Congo game on July 1, a customer questioned the price hike, prompting a response from Martine Albrighton-Mills, a pub employee. She justified the increased prices as necessary to cover additional staff costs for event nights like England matches.
While some criticized the policy as unfair to loyal customers, others praised The Lion for its comparatively lower prices in the area. Stonegate Group reported a significant increase in drink sales during the Congo game compared to a typical Wednesday.
A spokesperson for Stonegate defended the price adjustments during peak times, emphasizing the need for additional resources to ensure a safe and enjoyable experience for patrons during major events like the World Cup. The company encouraged people to support local pubs and enjoy the tournament atmosphere responsibly.
