According to Drinkaware, 30% of adults aged under 24 drink less than once a week. Qatar 2022 – sponsored by Stella sister brand Budweiser – was the first World Cup to be held in winter.Īnother major reason for Stella’s volume decline is the many people – especially young adults – drinking less or cutting out alcohol altogether. Stella’s lacklustre volumes are partly down to the lack of a major men’s football tournament last summer. Wingfield-Digby says 87% of all drinking occasions now occur at home, as the ongoing cost of living crisis puts a dampener on spend on nights out. That’s against a wider move from the on-trade into retail. Compared with 2021, volumes are down 9.5%. Stella has mustered volume growth of just 1.8% versus the figures in our 2019 report, despite the record temperatures the UK enjoyed last year. ![]() That report also covered the beer boom of the 2018 heatwave that coincided with a men’s World Cup – a traditional driver of beer sales.īut the primary cause of the value gain on 2019 is inflation, which has driven up average price per litre for all but 17 of Britain’s top 100 alcohol brands over the past 12 months.Īfter all, volumes haven’t gone the same way. Despite the latest drop in sales, Stella is still up more than £50m on our 2019 report – the last one before Covid-19 hit. This led to a boom of sales in the off-trade across the category at an unsustainable rate.” “As a result of lockdown restrictions, alcohol consumption was driven in-home practically overnight. ![]() “The last few years have been like no other,” says BBG off-trade sales director Mark Wingfield-Digby. Owner Budweiser Brewing Group says the decline is down to unflattering comparisons with 2021, when take-home beer sales were bolstered by the impact of the pandemic. That’s sixth-biggest absolute loss in this report, driven by 26.6 million fewer litres going through the tills. ![]() Sales of Britain’s biggest booze brand have fallen off a cliff, to the tune of £29.9m in retail. The Grocer New Product & Packaging Awards.Lumina Intelligence: UK Food & Drink Reports.
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