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.

Spirits volumes in the UK increased by 9.8% during the first week of the World Cup

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.”