CGA’s Christmas Review, which combines data from 5,500 outlets with a consumer panel of 4,000 people, found that more than two thirds of the adult population made at least one trip into the on-trade during an average week in December.
CGA said Christmas was largely more successful this year due to the big day falling on a Tuesday, providing two extra key trading dates compared to last year, when Xmas Eve fell on a Saturday and Xmas Day on a Sunday.
The report shows that women and the older generation were visiting on-trade outlets more frequently during the festive period than they would normally.
Spirits were the biggest winner over Christmas, with one in five drinks served over the period coming from a spirit brand, against one in six last year. The wine and Champagne categories also agrew their share of total drinks value 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.”