BWS sales through the off-trade grew 42% in the week after the Easter break, driven by strong sales of beer and cider.

For the week ending April 25, 2020, sales of BWS grew 42% – an increase of £135 million – across supermarket and convenience channels, according to the latest Nielsen data.

Beer and cider sales grew 58% and 60% respectively, while spirits and wine sales were also up, by 35% and 37%. Champagne sales dropped for this period, by 25%.

This is also reflected in the overall Covid-19 period – measured by Nielsen from February 1, 2020 – whereby beer sales are up 22% and cider 19%, compared to the same period in 2019.

Gemma Cooper, senior commercial business partner and Drinks Retailing columnist, said: “This week we see significant growth in the off-trade +£135m (+42%).

“Yet again, Beer and Cider are outperforming with really strong growth. Beer contributed 38% of this week’s growth with all areas of the sector recording standout performances; Craft +63%, Mainstream Beers +52% and World Beers +74%.

“We know the closure of the on-trade will have an overall impact on beer’s total trade performance, but shoppers are continuing to support this category through the off-trade.

“Week after week Impulse continues to cement its importance to the off-trade with all categories, except Champagne, benefitting from the increased shopper footfall.”