Olympics propels Sainsbury’s cachaça sales

Sales of Brazilian spirit cachaça soared 125% at UK supermarket Sainsbury’s ahead of the Olympic Games as shoppers stocked up for Rio-themed parties.

The year-on-year gains were recorded during the week beginning 25 July.

Sainsbury’s is encouraging consumers to enjoy the spirit in Caipirinhas and fresh fruit Batidas, with recipes for both available on the supermarket’s website.

Taking place at venues in the city of Rio de Janeiro and across Brazil, the 2016 Olympic Games could provide a much-needed boost to the cachaça category, which was largely flat in 2015.

According to Brand Champions 2016 figures, both Cachaça 51 and Pitú posted stagnant volume sales, while Diageo’s Ypióca slid 5.77%. Only Tatuzinho’s Velho Barreiro saw meaningful gains, with volume sales up 1.02% for the year.

Looking for drinks inspiration during the Olympics? Check out SB‘s round-up Olympics-inspired cocktails on offer in London bars.