Sobering truth revealed as Christmas alcohol sales plunge

UK consumers enjoyed their most sober Christmas for years as total off-trade alcohol volumes fell 4.1% in the 12 weeks to 5 January.

Figures from Nielsen show volumes were down sharply across all off-trade formats - 4% in supermarkets and 4.4% in smaller stores.

They also represent an acceleration of the decline in sales as volumes for the full year were down 2.9%.

The fall-off in sales affected almost all drinks categories. Off-trade beer and cider sales were both down 3.1%, still wine sales fell 2.4% and spirits declined by 1.9%.

The only significant area of volume growth came from sparkling wine, which was up 6.7%, but with an accompanying 7.1% fall for Champagne. Industry experts suggested shoppers were simply looking for a cheaper alternative.

“The figures follow a trend of reduced sales since the beginning of 2011,” said Wine & Spirit Trade Association media and public affairs manager William Boyack. “This is a clear indication that consumers are continuing to feel the pinch in these tough economic times. The fall in Champagne sales and increase in sparkling wine reinforces its growing popularity but also suggests consumers are continuing to seek more affordable alternatives.”

A leading brewer told The Grocer that 2012 had been “the toughest trading year in decades”. “There is not the money about to indulge in BWS,” he said. “We are always the last trade to be affected in times of recession and the first to recover - in 2012 we were all affected.”

The government’s consultation on its plans to introduce a 45p minimum unit price in England and Wales closes on Wednesday. The WSTA said the figures were further evidence against the need to add any more to the price of alcohol.

“We know that since 2004, overall alcohol consumption per head has fallen by 13% without minimum pricing, calling into question the government’s rationale for such a blunt instrument,” said Boyack. “Minimum unit pricing is an untargeted and unproven approach that will punish the vast majority of responsible consumers.”

This week, the WSTA launched its ‘Why Should Responsible Drinkers Pay More?’ campaign against the proposal and published the results of a poll that found that less than one in five consumers support minimum pricing.

Charity Alcohol Concern, which has called for the government to go further and introduce a 50p minimum, declined the opportunity to comment on the latest figures.