In 2011, when Christmas Day last fell on a Sunday, drinks sales rose 12.5% higher than the average for the last five years. According to Diageo, the increased sales were driven by the Friday and Saturday leading up to Christmas.
Faith Holland, head of category development at Diageo GB, said: "Diageo data shows that 30% of all annual alcohol sales took place over the festive period last year. This presents a crucial sales opportunity for licensees. We would recommend they take advantage of this opportunity by upselling premium offerings with festive serve suggestions in the lead up to Christmas."
Top five tips to drive sales:
1. Food pairing - Diageo thinks there is an opportunity to pair spirits with food this year such as gin, rum, vodka and cream liqueurs.
2. Tap in to the festive season - focus on spirits, sparkling wine and stout which become increasingly more popular during the season.
3. Offer something new - last year, statistics from the CGA Strategy Christmas report suggested that 4.2 million consumers bought a product or drink that was new to them, so offering a new brand could help to maximise sales.
4. Improve simple serves - by making simple serves fun and exciting, customers will want to stay longer and return. Try seasonal flavours and garnishes such as spiced rum or cranberries.
5. Introduce coffee cocktails - 68% of Baileys sales occurs during the Christmas period. Alongside offering Baileys with ice, operators could upsell by serving Baileys with coffee, in a Flat White martini cocktail or with hot chocolate.