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.

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.”