MARKET MONITOR

27 March, 2009

The drinks categories where the off-trade has the biggest share

The off-trade commands a 39% share of the drinks trade, according to Nielsen data - based on sales that rose by 4% in 2008 while the on-trade declined by a similar proportion.

Stereotypes about the two sides of the trade are borne out, to a good degree, by the stats. The on-trade still has the lion's share of beer sales (78%) while the off-trade is the wine specialist, with a 64% share of the market.

In the spirits sector, it's almost level pegging and, if current trends continue, the take-home sector should soon eclipse the on-trade.

In terms of value the off-trade commands a 47% share, with sales up 7% on the 2007 figure, while the on-trade has 53%, from sales which were down 4%.

The off-trade's weakest categories are ale and stout, where its share is pegged back

to 11%.

The fastest-growing category in the off-trade is golden rum, up 24% on the previous year's figure, giving the take-home sector a 34% share of the category.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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