Alcohol sales rise by £172 million as ‘premiumisation’ grows in UK supermarkets

Alcohol sales continue to rise in their millions in supermarkets as retailers continue to build on ‘premiumisation’, according to new figures.

Magnums continue to grow in the supermarket sector.

Alcohol sales are up by nearly £172 million compared to this time last year, according to the latest analysis from market research body Kantar Worldpanel.

While volume sales have increased, Kantar said the rate of growth could be put down to consumers “choosing more expensive festive tipples” than previous years.

Gin, whisky and sparkling wine all saw significant growth, with the juniper-based spirit being crowned this financial quarter’s runaway leader.

Sales of gin across all retailers rose by 26% compared with the same period time last year. Whiskey sales also spiked by 10%, while sparkling wine grew by 7%.

Alcohol sales are on the rise thanks in-part to the “premiumisation” of the UK’s off-trade drinks industry, Kantar analyst Fraser McKevitt told the drinks business earlier this year.

Last month, Waitrose added a range of half-bottles to its own-label selection as part of a revamp of its mid-tier range.

Both Lidl and Aldi have ramped up their drinks offerings in the run-up to the festive period, with the former marketing a “hangover-free” Prosecco, and Aldi introducing its own wine advent calendar for £49.99, alongside a Prosecco Jeroboam retailing at £30.

Moreover, many grocers are finding they have “too much floor-space,” which goes some way to explaining why stores such as Waitrose and Morrisons have been experimenting with launching bars of their own at branches across the UK.

“Converting that space to an on-trade version makes a lot of sense for them,” he said.

“This impressive growth is mainly a result of consumers choosing more expensive festive tipples,” Mckevitt said today.

“Gin, whisky and sparkling wine all saw significant growth: up by 26%, 10% and 7% respectively as shoppers pushed the boat out.  Still small but growing rapidly, non-alcoholic beer is the new kid on the block this Christmas – growing sales by 27% during the past 12 weeks.”

Leave a Reply

Your email address will not be published.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

Subscribe to our newsletters

Partner Manager - Manged On-Trade

Maverick Drinks
London, UK

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Digital Co-ordinator

Alliance Wine
London, UK

Head of Sales

IWSC
London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

Buyer - Spain & South America

Enotria&Coe
London, UK

Events Sales Manager

Enotria&Coe
Field based - London or surrounding area

Sales Director Europe

Mirabeau Wine
Europe

Argentina Breaking New Ground Masterclass Series

Manchester,United Kingdom
16th Oct 2018

Argentina Breaking New Ground Masterclass Series

Leeds,United Kingdom
17th Oct 2018

Argentina Breaking New Ground Masterclass Series

Edinburgh,United Kingdom
18th Oct 2018
Click to view more

The Global Sauvignon Blanc Masters 2018

Deadline : 15th October 2018

Global Chardonnay Masters 2018

Deadline : 17th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more