Off-trade

Christmas spirits sales soaring again

As the country prepares for Christmas, spirits sales appear to be soaring again with consumers stocking up on deals in whiskey and cream liqueurs earlier in the season.

 

The latest eight-week period to the 22nd of November saw Champagne and sparkling wine growth of 44% compared to table wine's 25% growth.

The latest eight-week period to the 22nd of November saw Champagne and sparkling wine growth of 44% compared to table wine’s 25% growth.

Sales of alcohol saw significant growth in the week ending on the 22nd of November, up 44%, the highest weekly growth seen since June, according to Nielsen in its FMCG Market Update.

According to Nielsen whiskey sales were up over 80% and cream liqueurs were up over 200% in the week ending the 22nd of November compared to a year ago.

This contributed to alcohol being the biggest contributor to market value growth in the 12 week-period ending the 22nd of November, with beer, wine & spirits values accounting for 27% of total incremental value sales versus the same 12-week period in 2019.

But not as much was spent on alcohol in the first four weeks of Lockdown 2 (from the week ending November the 1st to the week ending November the 22nd) when beer, wine & spirits values were up 35.5% as in the first four weeks of Lockdown 1 (from week ending April the 5th to week ending April the 26th) which saw beer, wine and spirits grow in value by 41.5%.

Champagne and sparkling wine sales too have seen growth, considerably out-pacing table wine. The latest eight-week period to the 22nd of November saw Champagne and sparkling wine growth of 44% compared to table wine’s 25% growth.

 

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