The Oxford Partnership’s analysis of the on-trade indicates that trading volumes show little hope for a recovery of the sector in early 2022.
The final data analysis of 2021 shows more than 15 million fewer pints sold and venues losing an average of £4,300 in draught beer and cider sales, with New Year’s Eve yet to come.
All venue types are experiencing the same reductions, which geographically are being driven by London, the North West and South East, followed by Yorkshire. The most affected area is the City of London with draught beer and cider sales more than £11,000 down on 2019.
This means, says the grup, that government grants of up to £6,000 are woefully short of what is required to keep the hospitality industry supported at this difficult time.
Alison Jordan, chief executive of the Oxford Partnership, said: “The industry has warned of a new round of venue closures in the new year, with the early December lack of clarity between government restrictions and the impact of Omicron taking its toll on the industry.
“We have seen innovation, resolve, and unsurpassed customer service in the sector to ensure safety, but through a lack of understanding of these measures, consumers remain overly cautious.”
The Oxford Partnership is a real-time market intelligence business that informs customers’ decision making to increase growth revenue, market share, and efficiency.
