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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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