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Online shopping takes off in UK

Online alcohol shopping in the UK has taken off faster than anywhere in Europe with 26% penetration, according to the First Drinks annual market report.

The second report of its kind released by the company, takes a look at current trends impacting the on and off-trade.  Focusing on category and brand performance and key growth drivers, the report highlights the continued role of premium brands.

Part of the key findings of the report is that online alcohol shopping is taking off in the UK and this is linked to the impact of the economic climate.

“During these tough times, consumers are reacting in one of two ways; trading up and buying less or trading down and buying more,” stated the report.

The importance of authenticity was also highlighted in terms of the revival of an interest in craft, tradition and heritage and the importance of an authentic story in building premium brands.

An enthusiasm amongst drinkers for taste and flavours was also pointed out as was the rising trend in experimentation, particularly in the on-trade

In terms of cocktails, consumption is set to grow by over 10% in the next two years as 76% of on-trade outlets report equal or increased cocktail sales year on year, the annual report stated.
There was also an emphasis on event based sales with uplifts in profit of around 20% being witnessed by retailers during major events and special occasions. The report said, “for all areas of the trade this highlights the importance of getting the timing right on key activations throughout the year.”
Chris Mason, managing director of First Drinks said, “We are thrilled to be launching this year’s Market Report which is based on and demonstrates our expertise within the spirits market.  In a marketplace which appears to be polarising between the high-end and lower-end of the market, we remain totally committed to building premium brands – this is at the heart of our ethos.”

“It is essential that we fully understand current trends and adapt to the needs of shoppers and consumers in this ever-changing market. This is something the First Drinks Category Management team do exceptionally well, providing retailers with impartial advice on merchandising and innovative solutions to drive sustainable growth for all spirits categories.”

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