When Oasis rolled into Wembley Stadium for their Live ’25 tour, they didn’t just fill the stands - they filled the taps. Across three sold-out nights, fans set a new Wembley record by sinking more than 250,000 pints per show, according to venue operator Delaware North (The Times, 2025). That’s over double Coldplay’s 2024 average (120,000) and more than six times Taylor Swift’s Eras Tour tally (40,000).

With tickets capped at around 80,000 per night, the maths works out to three pints per attendee - but given many won’t have touched a drop, the actual drinkers were clearly putting in championship-level performances. Each show saw around 4,500 kegs rolled into Wembley, with storage space spilling into every cupboard and corner.

The effect didn’t stop at the stadium gates. Martin Williams, CEO of Evolv, told The Times that pubs with easy access to Wembley were “packed to the rafters”, while Cardiff’s microbreweries reported beer and cider sales jumping 56% during earlier tour dates. For a hospitality sector squeezed by rising wages and national insurance costs, the Oasis effect has been a welcome shot in the arm.

And it’s not just alcohol sales feeling the lift - the band’s Manchester dates generated £250,000 for grassroots music venues in the city. This is cultural capital turning directly into economic capital.

Key takeouts

Mega-events can drive hyper-local economic spikes across hospitality, retail and transport.
Music fandom is an economic force that can outstrip even top-tier sporting events.
The “Oasis effect” shows brand activations work best when plugged into cultural moments with deep emotional resonance.

Next steps for brand marketers

Map the fan journey - from pre-gig meetups to post-show pubs - to identify partnership and activation points.
Collaborate with local hospitality for co-branded offers that extend the event’s spend footprint.