Spirits sales in UK soar during World Cup

The World Cup and warm weather have resulted in a spirits sales hike of almost 10%, according to the latest data from global market and shopper intelligence firm IRI.

According to the statistics, during the first week of the World Cup (week ending 14 June), spirits volumes went up by 9.8% and value increased by 3.8%, in comparison to the same week last year.

“It’s the perfect storm”, said Tim Eales, IRI’s director of strategic insights. “Great weather, a party atmosphere during the start of the World Cup, Father’s Day and a general feel-good factor in the country at the moment.

“This is having a positive impact on food and drink sales, especially party snacks, and in some cases reversing a long-term decline.

“Overall the mood is an optimistic one – at least as long as England stays in Brazil – and it’s being reflected in people’s shopping baskets.”

British shoppers splashed an extra £27.7 million on beer and cider during the first World Cup week, while soft drinks benefitted from a 17% increase, with cola and energy drinks displaying the largest growth.

Tim Wilson, managing director of Wilson Drinks Report, added: “Against a long-term backdrop of volume decline, the supermarkets are reporting a significant boost in sales during the first week of the tournament.”