Premium Spirit Brands Drive On-Trade Growth

Publication: Big Hospitality

Title: Premium brands driving on-trade spirits growth

Article by: Becky Paskin

First Drinks’ (UK) first spirits and Champagne Market Report for 2011, which cites data from CGA Strategy and Nielsen among other sources, indicates that spirits hold 64% of weekend drink sales in the on-trade.

“The report pins the growth of premium spirits on the continued rise of the Weekend Millionaire – 18-24 year olds that go out less often but spend more when they do.

According to the report, the number of these young people going out once a week has risen from 38% in 2005 to 70% in 2011.”

The report also makes note that consumers “pre-game” at home before going out, therefore off-trade now accounts for 80% of total spirit volume sales.

Another interesting statistic noted in the article is that the number establishments that serve cocktails has increased by 36%.

*report for sales in the UK


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