Last-minute purchases are expected to help independent retailers maximise sales once again this Christmas.
By Elena Dimama.
Drinks are a crucial component of Christmas, either for the festive table itself or the periods leading up to and following the big day.
It’s no surprise then, that the category continues to drive stellar sales in convenience during the Christmas period, with shoppers spending £2.2bn on drinks in the 2021 festive season, according to Nielsen IQ.
What’s more, shoppers decided to stay local last year – in part due to various lockdowns in different parts of the country. This saw a rise in sales for independent retailers, with Co-Op, Best One, Budgens and Costcutter all enjoying increased footfall, according to Lumina Intelligence.
Stock up to seize the moment
Staying local could prove vital to retailers looking to capitalise on last-minute purchases, so stocking up on popular drinks ranges will be key.
“With money tight for a lot of households, we expect ‘big nights in’ to increase in popularity as more people look to save money by enjoying a drink at home, and going out less frequently,” Kevin Fawell, Off-Trade Sales Director at Molson Coors Beverage Company, says.
“Independent stores can be the perfect place for hosts to stock up ahead of an event, or for guests to grab something on their way to someone else’s house – convenient locations and a focused range make them ideal for people picking something up last minute.”
Indeed, according to Kantar Worldpanel’s Alcovision GB report, the share of alcohol sales made up by big nights in has grown by over a third over the last 10 years.
“Much-loved favourites like Carling and Coors are popular big night in options due to their broad appeal. Many consumers are willing to pay extra for quality choices when they’re drinking at home, so retailers’ ranges should also include options like Aspall Cyder, Staropramen and Cobra,” Fawell adds.
A bit of everything
In Scotland specifically, the last two Christmas periods saw very strong sales, with craft beer growing 19.6% in 2021 compared to 2020.
“Christmas is a key time for customers to try craft beer for the first time as they explore different beer options across the season, and are also more willing to experiment,” Miriam Thompson, Off-Trade Category Marketing Executive for BrewDog, says.
“Last year saw the strongest sales of mid-packs to date in Scotland, at +52.2% vs two years ago, exceeding category growth, and +2.4% vs year ago. We expect this trend to continue as larger formats become popular, increasing in share of craft sales consistently over the past five years,” she adds.
Brewdog’s impulse-exclusive Mixed 330ml can was a key growth driver for the brand in 2021.
Meanwhile, VK has brought back its Candy Cane flavour, after its Candy Cane mixed packs sold out 10 days ahead of Christmas in 2019. “Following huge demand for Candy Cane in 2019, we couldn’t help but bring it back for fans to try this year,” Charlie Leaver, Head of Brand at Global Brands, explains.
Looking at recent launches, Dead Man’s Fingers has also released a new Coffee Tequila Liqueur and read-to-drink Margarita mix can, tapping into both the popular RTD and liqueur categories. “We know that the liqueur category continues to perform well, whilst Coffee flavours are also in high demand amongst consumers, so we’re confident that our Coffee Tequila Liqueur will prove popular with spirits drinkers,” Rachel Adams, Marketing Director, Dead Man’s Fingers, comments.
“Likewise, RTDs continue to see good traction, and have continued to grow faster than any other drinks categories since 2018.”
- Review your range and pre-empt consumer demand associated with Christmas.
- Ensure you stock the top-performing craft beer brands and seasonal favourites.
- Make the most of festive gatherings by offering a balanced range of bottles and cans, as well as larger multi-packs.
