Champagne wins back sales thanks to festive deals

08 January, 2010

?Offers on Champagne gave the category a significant pre-Christmas sales boost.

Take-home volumes were up 16% in the four weeks to December 26, against Christmas 2008, outstripping growth in other sparkling wines which had outperformed Champagne for much of 2009.

The value growth of Champagne was 14%, on a par with sparkling wine, according to figures from Nielsen.

Total liquor sales value was 8% up in take-home versus Christmas 2008, suggesting a less cautious approach to the festive shopping season from consumers.

Sales value growth was higher than the total volume increase at 7%, indicating that the growth generated by pop-up discount deals in the supermarkets was largely matched by genuine sales growth in other categories.

Of the major categories, spirits w?as the biggest winner, with value sales 10% ahead of 2008. Wine was up 5% and beer 6%.

Cider was among the big winners with a 16% spike in sales in the four weeks before Christmas.

The fastest-growing categories compared with a year before were golden rum (36%), non-cream liqueurs (30%), and cream liqueurs (18%).

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