Champagne wins back sales thanks to festive deals

08 January, 2010

?Offers on Champagne gave the category a significant pre-Christmas sales boost.

Take-home volumes were up 16% in the four weeks to December 26, against Christmas 2008, outstripping growth in other sparkling wines which had outperformed Champagne for much of 2009.

The value growth of Champagne was 14%, on a par with sparkling wine, according to figures from Nielsen.

Total liquor sales value was 8% up in take-home versus Christmas 2008, suggesting a less cautious approach to the festive shopping season from consumers.

Sales value growth was higher than the total volume increase at 7%, indicating that the growth generated by pop-up discount deals in the supermarkets was largely matched by genuine sales growth in other categories.

Of the major categories, spirits w?as the biggest winner, with value sales 10% ahead of 2008. Wine was up 5% and beer 6%.

Cider was among the big winners with a 16% spike in sales in the four weeks before Christmas.

The fastest-growing categories compared with a year before were golden rum (36%), non-cream liqueurs (30%), and cream liqueurs (18%).




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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