Liqueurs benefit from 9% off-trade uplift

The Wine & Spirit Trade Association (WSTA) has released new data that points to a liqueurs renaissance in the UK, with the off-trade posting 9% volume gains over a 12-month period last year.

Liqueurs have seen an uptick in the UK market thanks to cocktail culture, says the WSTA

Not including 2016 Christmas sales, 28 million litres of liqueurs were sold in the UK market over the 12 months to 5 November.

Seven out of every 10 bottles of liqueurs sold were in the off-trade, which posted 9% volume gains. Cream liqueurs performed particularly well in the channel, with value sales up 10% to £137 million. Non-cream liqueurs increased 3% to £205m.

The WSTA attributes the gains to the Brits’ love for cocktails and digestifs, which mean the category ranks third overall in the on-trade, with sales climbing 5% to £768m behind vodka and whisky.

Non-cream liqueurs make up 84% of the category in bars, pubs and restaurants, with £678m-worth sold over the year.

“Growth in the liqueurs category pays testament to the versatility and innovation of the UK spirits industry and proves that a liqueur is not just for Christmas,” said Miles Beale, WSTA chief executive.

“In the off-trade we see volume sales growth being driven by cream liqueurs as people experiment with different flavours and the overall category growing in quality.

“In the on-trade, it is non-cream liqueurs that are advancing growth in value thanks to our thriving cocktail industry requiring fine liqueurs to meet talented bartenders’ artistic techniques.

“The UK spirits industry makes a significant contribution to the economy and supports hundreds of thousands of British jobs. We ask that Government reviews its harsh tax policy and supports the trade by cutting spirit duty at the next Budget.”

Yesterday, the SWA revealed that the spirits sector raked in an extra £101 million (US$125m) in tax for the UK Treasury in the 12 months to October.