The pub has been increasing prices as well as reserving seats for regulars09:50, 07 Jul 2026A UK's largest pub company has faced the wrath of England fans after it hiked the price of drinks during World Cup games.‌Stonegate Group was found to have been charging 20p more for some beverages at The Lion pub in Atherton, Greater Manchester.‌The pub chain, which owns chains including the Slug & Lettuce, Be At One and Yates, first introduced a permanent "dynamic pricing" system for busier periods back in 2023.‌One unhappy punter took to social media after the DR Congo game on July 1 to ask why The Lion has hiked prices.Martine Albrighton-Mills, who works at the pub, explained that the higher prices were needed to pay for extra staff.‌She replied: "We did in fact have weekend/event pricing on, that is beyond my control, however, England playing a match is an event."All prices are displayed on our price list. We reserved tables for our regulars who have been in for every match and drink with us all year long."We are not the only pub in the area to put prices up during matches, however, we NEVER put them up when we have a DJ or singer on like other pubs do."‌She added: "Our event pricing is 20p more. I am sorry you did not enjoy your Lion experience, but I'm sure you appreciate I had 3 members of staff to pay for working whereas on a normal Wednesday night there would have only been 1."But the policy sparked a backlash from some, with one person commenting: "Don't take the p**s out of loyal customers."‌Another remarked: "Shameful they do not deserve regular customers." But other praised the prices compared to other places. One person said: "Lion is normally one of the cheapest pubs in Atherton!"Another commented: "Let's face it, Atherton's prices are cheap. Go to Manchester and you will know then what's putting prices up. £15 a glass of wine and that's crap wine as well."Stonegate Group said its 656 Craft Union pubs and 332 managed venues sold more than 800,000 drinks during the Congo game, 438,000 above an average Wednesday.‌A spokesperson for Stonegate told Manchester Evening News, which first reported on the price hikes: "The pub is the perfect place to watch the World Cup and share in the excitement of the tournament with fellow supporters."In common with the wider hospitality industry, and as has been the case for many years, where there is a significant increase in demand which requires additional staff, security, equipment or safety measures, some venues may adjust pricing at certain peak times."We continually invest across our estate to make sure our pubs are set up to deliver major sporting occasions well, from screens and AV equipment to floor layouts and trained teams, ensuring that our guests can enjoy a fantastic, safe and inclusive environment.Article continues below"The World Cup is an important opportunity for the sector, which continues to face significant operating pressures, and we hope it brings a welcome boost for pubs and their communities. We encourage everyone to enjoy the football locally and cheer on all nations in the great atmosphere that pubs provide."