CGA by NIQ’s Daily Drinks Tracker shows average sales in managed venues in the week to Saturday (19 August) were 5% ahead of the same period last year.
The return to growth follows a challenging late July and early August when cool weather kept many consumers away from pub beer gardens and terraces.
Sales up in line with temperatures
However, trading improved in line with the temperatures last week. There was a particular surge in sales in midweek, with Tuesday (up 10%), Wednesday – which was boosted by England’s women’s football semi-final victory over Australia (up 17%) and Thursday (up 15%) all in double-digit growth but trading was more modest on Friday (down 3%) and Saturday (up 4%) as rain moved back in.
Warmer weather lifted the beer category, where sales rose 10% year-on-year. Wine (up 9%) and cider (up 1%) were also positive, but soft drinks (down 2%) and spirits (down 4%) were both negative.
CGA managing director, UK and Ireland, Jonathan Jones said: “After weeks of dismal weather driving declines, operators and suppliers will have been relieved to see some sunshine and a return to positive year-on-year sales performance.”
Need to drive footfall
Jones continued: “With more rail strikes looming, they will be hoping good weather persists for the rest of the month and into September to help offset a disappointing July and early August, but also need to work on driving footfall in other ways, with a focus on quality and experience for their customers.”
Related research from CGA by NIQ showed soft drinks and long alcoholic drinks (LADs) were the best performers during the Women’s World Cup final on Sunday (20 August).
The group’s data showed average sales by value compared with the average Sunday were up 46.4% and 33.1% for LADs, which included beer and cider, and soft drinks respectively.