UK spirits sales flop during Olympics booze boom

Despite “hugely impressive” overall alcohol sales for UK retailers throughout the Olympic Games, spirits sales “suffered”, according to analyst Nielsen.

Spirits sales “suffered” during the Olympics, according to Nielsen retail performance data

During the four-week period ending 13 August, spirits and ‘light wine’ were the only categories to suffer across the entire drinks industry – despite sales of Brazilian spirit cachaça soaring 125% at Sainsbury’s ahead of the Rio Olympics.

Beer and cider volumes rose by 4.7% in comparison with the same period in 2015, while value sales grew even more at 6.9% –  equivalent to more than 15 million more pints.

Champagne saw sales rise by 4.9% in value terms, and sparkling wine continued double-digit growth with value up 13.9%.

In total, the four-week period added £2.8 million more than the four weeks leading up to the Euro Football Championships.

Jon Sheppard, Nielsen’s client business partner, said: “In fact, this was the strongest four weeks sales rise in the summer that wasn’t football related since the now fabled heatwave of July 2013 when volume sales rose by 27%.

“With the recent good spell of weather set to continue into next weekend, consumer confidence flat and the country’s mood boosted by Team GB’s success in Rio: the summer certainly isn’t over and these sales could rise even further.

“This would be a welcome boost, after an early summer tainted by a rainy June and England’s early departure from Euro 2016.”