On-trade drinks sales returned to modest year-on-year growth in late September and early October, NIQ’s latest Daily Drinks Tracker shows.
After two weeks of negative numbers, average sales in managed venues rose by 2.8% in the seven days to 27th September, compared to the same period in 2024.
They increased again in the following week to 4th October, albeit by a marginal 0.1%. Despite a blip in the first half of September, it builds on a solid end to summer and means on-trade drinks sales have been ahead year on year for seven weeks out of ten since late July.
Trading was boosted by generally dry and bright autumnal weather, as well as the start of university terms, which generated valuable uplifts in midweek days in some student towns and cities.
However, the fortnight ended with a challenging weekend as Storm Amy wreaked havoc in many parts of the country. Average sales dropped by 10.3% on the main day of the storm, on Saturday 3rd October, as consumers stayed at home. Trading also slipped by 1.7% and 3.4% on Friday and Sunday (2nd and 4th October).
Long alcoholic drinks categories have started Autumn as they finished Summer — outperforming the market by some distance. Beer sales were ahead by 5.4% and 2.9% in the weeks to 27th September and 4th October, while cider rose even faster, by 8.1% and 3.2%.
“While drinks sales growth has been solid rather than spectacular, these numbers are an encouraging indication of consumers’ spending confidence,” said Rachel Weller, CGA by NIQ’s commercial lead, UK and Ireland.
“It’s likely that sales would have been even stronger had Storm Amy not brought an abrupt end to a run of favourable weather.
“There’s all to play for as we enter the crucial final quarter of the year — especially in the spirits category, where brands will be hoping that the festive season brings strong celebratory spending.”
