First Drinks market report shows spirits are best-sellers over weekend period

Spirits have had a higher share of weekend sales than any other alcoholic drinks category in the past year according to the inaugural First Drinks Market Report 2011.

The report from http://www.firstdrinks.co.uk" target="_blank" rel="noreferrer">First Drinks, supplier of premium spirits in the UK, covers the key categories of whisky, brandy and Cognac, rum, vodka, gin, liqueurs and Champagne using data from a range of credible sources.

It shows that in 2010 spirits accounted 64% of all sales and, as such, the on-trade needs to embrace this opportunity and utilise premium brands and promotional tools to further boost profit through the till on Friday and Saturday nights.

In light of the current challenging times, the report highlights the continued role of premium brands and the importance of innovation. It found that ‘premiumisation' has been a real driver of value and volume growth for the UK spirits industry as premium spirits outperform the market, across both the on and off-trade. The biggest gains have been in categories where innovation is prevalent, such as golden rum, flavoured vodka and non-cream liqueurs.

Spend on cocktails remains key with a 36% increase in outlets selling cocktails. The most popular cocktails of the moment are the Mojito, Kir Royal, Champagne cocktails, Cosmopolitan and Blue Lagoon.

The report also states that the impact of special occasions will continue to be crucial for the on-trade as evidenced by the Royal Wedding where sales increased by 13%. Jon Collins, CEO of CGA Strategy said: "Pubs and bars must give people a reason to get off the sofa and out of the house. CGA research shows that bank holidays or events can increase sales by up to 18%. The need to maximise, and on a local level actually create, events which drive footfall is a no-brainer."