Whisky the winner as beer sales slide in 2014

By James Wallin

- Last updated on GMT

Related tags: Premium lager, Standard lager, Beer, Alcoholic beverage, Spirit trade association, Cga strategy

Sales of malt whisky were up 20%
Sales of malt whisky were up 20%
Sales of malt whisky and sparkling wine have boomed in the pub sector over the last year while beer sales saw a dip.

Research by CGA Strategy for the Wine and Spirit Trade Association (WSTA) showed a huge hike of 20% in the volume of malt whisky being sold in the 12 months up to April in the same period that beer dropped 5%. The amount of sparkling wine being sold was up 13%, translating into a sales boom of 35%. Overall the volume of alcohol sold was down 5% creating a sales dip of 1%.

Consumer research showed a slight rise in the percentage of men who prefer to drink in pubs, bars or restaurants rather than at home (32% - up from 31% in 2013 and 29% in 2012) but the percentage of women fell by 1% to 22%. Overall the figure remained at 27% of adults preferring to prop up the bar compared to 62% who like to drink at their or a friend’s home and the rest either preferring not to drink or not making a distinction.

When consumers were asked what they had drunk in the on trade over the last three months white wine was the leading category, mentioned by 30% of respondents, followed by red wine (27%), standard lager (26%), premium lager (24%) and cider 24%. When the figures were broken down by gender bitter/ale and premium lager were tied on 36% for men’s top choice with 35% mentioning standard lager and 26% red wine. For women white wine was the clear favourite with 39%, compared to 27% for red wine and 23% for cider. A total of 17% had drunk standard lager, 13% premium lager and 7% bitter/ale.

Commenting on the report, WSTA chief executive Miles Beale, said: “Despite stagnant sales volumes, members - and the trade in general - will be buoyed by signs of improving consumer confidence. 

“The growth of sparkling wine shows no sign of abating, while imported whiskey is emerging as a stand-out spirits performer.”

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1 comment

Beer sales decline

Posted by Simon Clarke,

So with all the fan fair of VAT cuts and escalator being scrapped - beer sales continue to decline. Pubs continue to close and tenants continue to go into financial melt down. Is it me or does anyone else now realise that the whole Andrew Griffiths VAT campaign was just a distraction changing absolutely nothing for the consumer.

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