Fans thirsting for an England victory at the World Cup will crack open around 340 million cans and bottles of beer, lager or cider - up 25% on an average month - as they cheer on Sven&'s men from their sofas, according to new research.

Scottish and Welsh TV viewers will add a further 70 million beer cans and bottles to the total, claims the ACNielsen study. And, if it&'s hot, the tournament, which begins on Friday (9 June), could also result in a further 740 million soft drinks cans and bottles sold.

The survey was released to mark The Big Recycle, a government-funded national recycling week starting on Monday (5 June).

The aim is to encourage fans to recycle their waste and is backed by ITV football presenter Gabby Logan, former England footballer Graeme Le Saux and impressionist Alistair McGowan. Researchers analysed off-trade consumption to arrive at the predictions.

Brewer slams retailers for World Cup deals, page 17

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