The World Cup has not generated the roaring trade that some bar owners were hoping for - and with Italy out of the competition, it is more likely to get worse rather than better.
Malta's other favourite team, England, has not helped much, only narrowly progressing after a couple of games that could hardly be described as crowd-pleasers.
"The fact that most games, especially the most sought after, are being played in the afternoon and during the week has had a great impact because most people are at work at that time," said Ronald Briffa, responsible for media relations at Kennedy Grove, which has been transformed into a World Cup-dedicated venue for the tournament. Philippe Gatt, an organiser of the Tigullio World Cup Football Fan Zone at Spinola Bay, echoed the comment, saying sales had been affected because people were not in the habit of drinking in the afternoon.
But the biggest spoiler was probably the unspectacular and downright dismal results of the more popular teams, which so dampened fans' enthusiasm that carcades only seemed to be half-hearted attempts at celebration, Mr Gatt pointed out.
Still, some establishments seem to be getting by. In fact, Mr Gatt said their venue was attracting a lot of passers-by, especially tourists, due to its location.
Damian Casapinta, spokesman for the World Cup Village at Manoel Island, sounded an optimistic note.
"A lot depends on the outcome of the most popular teams," he conceded, "but forecasts are being met and we are looking forward to a very busy weekend".
Some bar owners were also buoyant, with Andre Mifsud, owner of Ryan's Pub in Spinola Bay, saying he was happy with business so far.
However, across the square, Dubliners owner Karl Vassallo thought audiences may not be as big as had been hoped because many fans had bought their own big-screen TV sets.
"Until recently, televisions were more expensive than they are now. But this time people, including some of my clients, have bought their own big screens and are organising small parties at home," he said.