Beer sales over Christmas flat lined
However, the top three trading days over the festive period with total volumes were Christmas Eve, the last Friday before Christmas (23 December) and New Year’s Eve.
This mirrored those of the previous year, Christmas Eve, the last Friday before Christmas (18 December) and New Year’s Eve.
Beer sales down year-on-year
Beer volumes were also down year-on-year according to the findings which gave a detailed analysis of consumption over key trading days compared to last year’s festive period.
Total volumes between 16 December 2016 and 1 January 2017 compared to the same period the previous year and data revealed overall beer volumes were down marginally at -1% (0.98%).
Pubs which were open and trading on Christmas Day also saw beer volumes fall compared to 2015 (-0.81%) and there was a small decrease (-0.72%) in volumes at pubs which were open and trading on New Year’s Day.
Disappointed that beer volumes were down
A Vianet Group spokesperson said: “Our insight data shows that the festive period is one which traditionally features the three highest volume trading days for pubs, so operators will no doubt be a little disappointed that overall beer volumes were down on the previous year.
“It suggests that like-for-like sales growth that many operators have reported has come via price uplifts v December 2015 and of course, food.
“Our data consistently shows that sporting events are among the most powerful drivers of beer trading peaks so with the RBS 6 Nations rugby tournament kicking off early next month (February), there is a great opportunity for pubs to boost beer sales.”
The sample consisted of more than 11,700 managed, independent, tenanted and leased pubs across the UK.
