Vodka sales nearly a quarter ahead of pre-covid levels
The category has taken a 2.8 percentage points share of the spirits category since the start of the pandemic and now attracts 30p in every pound spent on spirits in the on trade, while gin and whiskey lost 4.1 and 2.7 percentage points of share respectively.
CGA client manager Matthew Meek said: “It’s been a stellar quarter for spirits sales, and vodka has been one of the biggest winners of all.
No signs of slowing down
“Cocktails and the revival of late-night, high-tempo occasions have clearly worked in its favour, and it’s interesting to see growth tilted towards standard brands, who have made the most of the return of celebratory occasions.
“But with no sign of a slowdown, there is headroom for growth right across the vodka category.”
CGA’s research revealed 7% of vodka sales came from flavoured variants, while standard vodka brands were responsible for 71% of all sales, after taking a 4.9 percentage points in share since early 2020, at the expense of premium and super-premium, which lost 2 and 3 percentage points of share respectively.
According to data from CGA’s On Premise Measurement and BrandTrack consumer research, just over half (54.6%) of vodka sales came from managed on premise venues, while 21.4% were generated by high street pubs.
Hugely valuable market
Furthermore, the data showed vodka consumers were prepared to pay an average of £5.93 for a spirit and mixer when out and an average of £118 a month on eating and drinking out, an increase of £17 compared to pre-covid.
Meek added: “Vodka consumers are an engaged and hugely valuable market for the on premise, and many of them will be spending freely this summer.
“Understanding exactly where and when sales are generated, and what motivates consumers, are the starting points for successful strategies, and CGA’s data provides the intelligence that is needed for precise and effective targeting.”
