Drinks sales finish October 5% down YOY

The latest Daily Drinks Tracker from CGA by NIQ showed average drinks sales by value across managed on-trade outlets saw fractional growth of 0.1% in the seven days to Saturday 19 October compared with the same week in 2023.

Sales were then 5% down year-on-year the following week to Saturday 26 October, meaning trade has been below 2023 levels in four out of the past five weeks.

The previous tracker​, which showed year-on-year sales were down by 5% in the week to Saturday 12 October.

Gloomy weather 

Trade suffered by comparison to last October, when England’s progress in the Rugby​ World Cup brought millions of consumers out to watch games in pubs and bars, CGA said.

In addition, sales also fluctuated in line with the weather, CGA​ added, with growth of between 4% and 9% from Wednesday 16 to Friday 18 October, when much of Britain enjoyed temperatures that were well above the levels of October 2023.

But with gloomy weather then moving in, sales were down year-on-year by between 5% and 7% on every day from Monday 21 to Saturday 26 October—though comparisons are slightly distorted by an earlier half-term holiday for schools last year, which helped footfall across the week. 

The tracker also showed some categories have fared better than others in recent weeks, with Long Alcoholic Drinks (LAD) doing best.

Beer​ (up 2% and 0.1% in the weeks to 19 and 26 October respectively) and cider (up 0.2% and down 3%) had a reasonable fortnight, while soft drinks (down 0.3% and down 0.3%) and wine​ (up 3% and down 6%) were largely behind year-on-year. 

Tough comparisons 

Worst hit of all in the extended period of soft trading has been the spirits category, with sales down by 8%​ in the week to 19 October and by 15%​ in the week to 26 October, prolonging a long-term downward trend as some consumers migrate from spirits to longer serves.  

CGA by NIQ commercial leader UK & Ireland “The decent weather and Rugby World Cup of October 2023 have made for some tough comparisons over the last month.

“Despite some positive economic indicators lately, trading conditions are clearly still difficult in many categories and channels, though a few bright spots raise hopes that consumers’ spending confidence could start to pick up.

“As the two-month run-up to Christmas gets underway, there is all to play for in the on premise.”