Drinks sales flat ahead of Xmas period

By Rebecca Weller

- Last updated on GMT

Daily Drinks Tracker: sales remain flat ahead of Xmas (Credit: Getty/Wavebreakmedia)
Daily Drinks Tracker: sales remain flat ahead of Xmas (Credit: Getty/Wavebreakmedia)
Drinks sales were 0.5% up compared to 2022 levels in the week to Saturday 18 November, remaining virtually flat ahead of the crucial run-in to Christmas for operators and suppliers.

The latest Daily Drinks Tracker from CGA by NIQ revealed year-on-year sales comparisons had sat between +1% and -1% for four weeks out of the last five, separated by short-lived growth around Halloween and Bonfire Night. 

Five of the seven days brought small year-on-year growth, peaking at 5% on Wednesday (15 November).

Important period 

However, weekend sales struggled to match the levels of November 2022, dropping 2.5% on Saturday (18 November) and rising just 0.5% on Friday (17 November). 

CGA by NIQ managing director UK and Ireland Jonathan Jones said: “It’s been a flat Autumn for drinks sales since the end of the Rugby World Cup, making Christmas ​a more important period than ever for the On Premise.

“Hopefully it represents a lull before a December rush, rather than a sign of things to come, and news of National Insurance reductions in this week’s Autumn Statement ​may encourage consumers to relax their spending in the weeks ahead."

High costs 

Year-on-year numbers were modest across four main drinks categories, beer (up 4%), cider (up 4%), wine (up 2%) and soft drinks (up 0.3%), but spirits (down 10%) had yet another challenging week.  

Previously, Jones stated the festive season would be "make or break" ​for hospitality firms after a string of bad weather had disrupted trade in recent weeks.

He added: “Nevertheless, with costs still so high for individuals and businesses alike, suppliers and operators are going to have to work very hard to achieve growth over the festive season.” 

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