MARKET MONITOR A graphic guide to the off-trade

12 December, 2008

Strong festive spirits sales are the driving force in a drinks market that's not quite flat, but getting there. There were signs of a very slight recovery as the pre-Christmas bargains kicked in, with long drinks sales flattening out in the four weeks to Nov 15 from a 2% dip over 12 weeks, and spirits sales growing from +10% over 12 weeks to +14% over four weeks. It's still too early to say if there will be much festive spirit in drinks sales this Christmas, but these Nielsen figures could be cause for some cautious hope.

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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
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