Spirit-flavoured beers enjoy strong growth

07 November, 2013

Value sales of spirit-flavoured beers are growing at 262% in the off-trade, according to new IRI figures (year to August 17, 2013).

The category is now worth £26 million to the off-trade, and Desperados supplier Heineken believes it could be a £200 category by 2016.

Deperados, which accounts for three-quarters of the category, is driving the growth, according to IRI figures which put it at 475% value growth in the year.

Martin Porter, Heineken’s off-trade sales director, said the drinks “respond to consumer demand for new and exciting beer drinking experiences”.

He added that the category has a healthy future because it is not reliant on promotions. 




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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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