Chiswick's Fuller's Brewery predicts boost from Taylor Swift's Wembley gigs

Jun 14, 2024
Taylor Swift's eight Wembley concerts could be a bigger boost for London's pubs than from football fans watching the EUROs.
Simon Emeny, CEO of Chiswick based Fuller’s Brewery, said the hundreds of thousands of Swifties descending on the capital in June and August will result in a huge increase in food and drinks sales at many of its London locations.
He told the Standard: “You cannot underestimate the effect that eight fully-booked nights at Wembley will bring, Taylor Swift will be more reliable than the England team.” It is the latest example of the remarkable economic impact of the world’s biggest entertainment star who began the British leg of her global Eras tour in Edinburgh last week.
The artist has sold out Wembley stadium for eight nights. Estimates have suggested that the Eras tour - which also takes in gigs in Liverpool, Cardiff and Dublin - could boost the UK economy by as much as £1billion.
A report by Barclays has found that Swift’s UK fans are projected to spend almost £850 each when attending her shows. Tickets for Swift’s London gigs are already being offered for sale online for more than £9,000.
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