Pub sales of cider grow dramatically
Pub sales of cider are continuing their dramatic growth, driven predominantly by the success of Irish-bottled Magners and brand leader Bulmers Strongbow.
The latest on-trade figures released by ACNielsen revealed that total cider volumes increased by 28% in the year to the end of November 2006. Overall sales for October and November were up 31%, compared with the same period in 2005, with sales of packaged cider (cans and bottles) up 215% .
However, bi-monthly packaged sales dipped slightly at 197% because of a lull preceding the Christmas
trading period, when the sector was believed to have enjoyed very good growth.
The big on-trade loser was, again, the ready-to-drink (RTD) sector which saw sales plummet 14% on the year, with bi-monthly sales dipping still further with a deficit of 19%, although the WKD brand held up.
The remainder of the
on-trade sector lost sales or remained static, with the exception of wine, which had a 4% increase on the year. This was driven by extra sales of light wines, Champagne and sparkling wines, which were partially food-led.
The beer sector continued to decline, with total sales down 4% on the year, compounded by draught ale sales down 8% and lager sales
dipping 2%.
Only standard lager held its own as cost of living increases and interest rate rises hit the pockets of drinkers who opted for less expensive brands.
Beer sector bi-monthly figures for November and December, however, were more encouraging, with the total sector down 3%. But the rate in the drop in sales of cask ale did appear to slow down, with moving annual total figures (MAT) pointing to a loss of 6% against 7% the previous year.
Total ale sales were down 8% and spirit sales were also down 4%. ACNielsen consultant Graham Page warned that on-trade beer sector figures may be worse in 12 months when the effects of the smoking ban in England and Wales work through.
"If the Irish and Scottish smoking ban is a guide, then it spells bad news for future on-trade beer sales ," he said.
