December boost for pub sales

11th February, 2013 by Andy Young

Drink sales in pubs and bars grew 5.6% in December in comparison to the same month in 2011, according to new figures released by CGA Strategy.

A pint of beerIn what CGA Strategy called its “most in-depth Christmas Review” the company analysed data from over 5,500 pubs and bars plus a consumer panel of more than 4,000 respondents.

CGA said: “Christmas was largely more successful this year due to the big day falling on a Tuesday, therefore providing two extra key trading dates compared to last year when Xmas Eve fell on a Saturday and Xmas Day on a Sunday.”

The review also found that “over two-thirds of the adult population made at least one visit into the on-trade during the average week in December 2012”.

According to the report women and the older generation were “visiting on-trade outlets more frequently during the festive period than they would normally.”

These extra visits by women and the older generation saw sales of wine, Champagne and spirits increase. One in five drinks served over the festive period came from a spirit brand, as opposed to one in six in the same period last year. The sales of wine and Champagne also increased, growing by one percentage point.

Tom Lynch, account director at CGA said: “Celebratory occasions such as Christmas fundamentally change the demographics of footfall into our pubs, bars, hotels and restaurants meaning retailers have a genuine opportunity expand their customer base with repeat visits from a wider audience.

“Unsurprisingly, our survey respondents referenced outlet and drinks quality as drivers of a positive on trade experience, highlighting the opportunity for drinks brands to also recruit, or re-engage loyalist consumers over this key trading period.”

The review also showed that pub food sales increased by 7.4% on December 2011.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

Subscribe to our newsletters

ViVAS Wine - Category Development Manager

ViVAS
Harlow and Stowmarket or Salisbury, UK

Fine Wine Logistics Coordinator

IG Wines
London, GB

Brand Ambassador East Coast USA - Ableforth’s

Maverick Drinks
New York - field-based, USA

Brand Ambassador West Coast USA - Ableforth’s

Maverick Drinks
San Francisco / Los Angeles - field-based, USA

Global Travel Retail Manager

Maverick Drinks
London, UK

Portfolio Ambassador - Europe

Maverick Drinks
North West Europe - field-based, UK

Senior Partner Manager - Grocery

Maverick Drinks
London/Field Based, UK

Sales Executive

Woolf Sung Ltd
London

Trade Marketing Manager - Maverick Drinks

Maverick Drinks
London / Kent

Business Development Executive Central London

William Grant & Sons UK
London

The City Wine Show

London,United Kingdom
22nd Sep 2017

Almaviva 2015 Vintage and Vertical Tasting

London,United Kingdom
28th Sep 2017

TFWA World Exhibition & Conference

Cannes,France
1st Oct 2017
Click to view more

Global Chardonnay Masters 2017

Deadline : 29th September 2017

The Global Riesling Masters 2017

Deadline : 29th September 2017

Click to view more

Champagne Masters 2017

The only Champagne blind tasting in the UK, the competition will reward the best wines in the following categories:

The Global Rosé Masters 2017

With wines from the palest of pink to almost ruby red, bone dry to almost cloyingly sweet, reductively handled to barrel-aged, as well as gently spritzy to fully sparkling.

Click to view more