Early festive start lifts on-premise drinks sales despite cost pressures
By contrast, spirits sales fell year on year by 0.4% and 4.6% in the two weeks, while wine saw mixed results, rising 2.7% before declining by 1.1% in the final week of the month
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Britain’s on-premise drinks market recorded four consecutive weeks of modest year-on-year growth in November, helped by early festive activity and periods of favourable weather, according to data from NIQ.
Data shows average sales in managed venues were 3.1% ahead of the same week in 2024 in the seven days to 15 November. Growth slowed to 0.1% in the following week to 29 November, extending a run of small increases seen earlier in the month.
While all four weeks of growth were below the current rate of inflation, the results suggest cautious optimism for a potential uplift in spending during December, traditionally the sector’s busiest trading period.
Story Stream: More on Sales
Sales recorded year-on-year growth on nine of the 14 days in the second half of November. Sales peaked at 11.3% ahead of last year on Tuesday 18 November, driven by international football matches involving Scotland and Wales that boosted pub and bar visits.
There was also an inflation-beating rise of 5.8% on Saturday 22 November, coinciding with the opening of some Christmas markets and retail promotions.
However, wetter weather later in the month weighed on performance, with sales up just 0.2% on Friday 28 November and down 2.9% on Saturday 29 November.
Long alcoholic drinks continued to outperform other categories. Beer sales rose by 3.7% and 1.6% in the final two weeks of November, while cider grew by 5.1% and 2.5%. Soft drinks also recorded growth of 4.8% and 1.6% over the same period.
By contrast, spirits sales fell year on year by 0.4% and 4.6% in the two weeks, while wine saw mixed results, rising 2.7% before declining by 1.1% in the final week of the month.
Rachel Weller, commercial lead for UK and Ireland at CGA by NIQ,said: “While volumes are clearly down, there are signs that some consumers are making an early start to their Christmas shopping and drinking occasions. Whether this modest momentum continues into December remains to be seen, and with millions of consumers very conscious of costs, venues will have to deliver top-value experiences to bring them out of home in the crucial final weeks of 2025.”
