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Bumper Christmas weekend predicted for the on-trade

Published:  06 December, 2016

Bars and restaurants could be looking forward to an extra windfall over this year's Christmas weekend, thanks to the fortuitous dates of Christmas this year.

Bars and restaurants could be looking forward to an extra windfall over this year's Christmas weekend, thanks to the fortuitous fall of the calendar. 

With the gloom of Brexit and an unstable pound, predictions from Diageo could bolster the spirits and the coffers of the on-trade this December.

According to the Smirnoff producer, when Christmas Day last fell on a Sunday (2011), drinks sales across the entire Christmas week were 12.5% higher on average than thye have been for the last five years.

This was driven by the increased consumer occasions offered by the lead-up on Friday 23 and Charismas Eve on Saturday 24.

The predictions will be music to the ears of the wet-led pubs, for which Christmas Eve has become one of the key nights of the year.

On December 24, even struggling pubs often become so busy they have to implement a one-off ticketing system for the night.

Faith Holland, head of category development at Diageo GB, advised making the most of the opportunity by pushing the premium message: "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."

With over half of Christmas visits to the on-trade last year being food-led, there is an opportunity to increase profits by pairing spirits with food.

Gin, rum, cream liqueurs and vodka are all growing categories which over index at this time of year at Diageo including Baileys, which sees 68% of all sales take place during the festive months.

Promoting other drinks which gain market share at this time of year such as sparkling wine and stout can also drive sales as can providing seasonal twists on recognisable cocktails.

As 4.2m consumers bought a product or drink that was new to them last Christmas, there is the potential to maximise sales by introducing new flavours and festive garnishes such as spiced rum or cranberries.

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