Beer and cider draught sales volumes 7.4% higher than last year

The sales figures that compare sales for the week of 11 December to 17 December 2023 versus 12 December to 18 December 2022 have been collated by Oxford Partnership.

Sunday has also grown its share of volume over the week versus last week, with friends and family groups using the Sunday lunch occasion to meet up prior to the big day.

All days of the week are up versus 2022, in relation to draught beer and cider sales as the return of the office Christmas bash has been welcomed by the sector.

Winter drinks winners

The big winners in the past week have again been the more traditional winter drinks (stout and ale) but there has also been a big increase in world lager, draught craft and apple cider.

Cask ale sales have shot up by 17.4% while stout has enjoyed a 16.7% uplift. The biggest category to lose out is premium lager, which fell 11.8% as the category has yet again come under pressure from world lager.

In line with volumes, footfall has increased against last year by 2.1% across all locations, with the biggest increases in suburban venues.

City centres and rural sites have also seen a welcome increase in footfall this week.

Dwell time up 3.3%

Average consumer dwell time grew at a total level to 127 mins versus 123 mins in the same week last year – a rise of 3.3% – with suburban outlets driving the highest growth, up 2.3%. All locations benefited from an increased consumer visit length with city centre outlets up 2.3% while rural saw a marginal increase of 1.0%.

Oxford Partnership chief operating officer Margot West said: “It’s always fantastic when our data tells us such good news for the industry.

“It is genuinely wonderful to see the return of office get togethers – they have been sorely missed over the past few years and are really important for businesses of all sizes to connect – and where better than in our fabulous UK on-trade outlets.”