A major pub company in the UK has received criticism from England fans for raising drink prices during World Cup games. Stonegate Group was discovered to be charging an extra 20p for certain beverages at The Lion pub in Atherton, Greater Manchester.

The pub chain, which encompasses brands like Slug & Lettuce, Be At One, and Yates, implemented a permanent “dynamic pricing” system for busier periods starting in 2023. Following the DR Congo game on July 1, a patron expressed dissatisfaction on social media about the increased prices at The Lion.

Martine Albrighton-Mills, a pub employee, clarified that the price hike was necessary to cover additional staff costs. She explained that the establishment had weekend/event pricing in effect, highlighting that England matches were considered events and therefore subject to the adjusted prices.

While some customers criticized the policy as unfair to loyal patrons, others praised The Lion for its comparatively reasonable prices. Stonegate Group reported a significant increase in drink sales during the Congo game across its Craft Union pubs and managed venues.

In response to the backlash, a spokesperson for Stonegate emphasized the pub’s role as a prime spot to enjoy the World Cup and emphasized the industry-wide practice of adjusting prices during peak demand periods. The company highlighted its ongoing investments in ensuring a top-notch sporting experience for customers and encouraged everyone to savor the World Cup atmosphere at local pubs.

Overall, Stonegate Group aimed to leverage the World Cup as a positive opportunity for the hospitality sector and hoped it would provide a boost for pubs and their communities during a challenging operating environment.