Less is more for British drinkers

CGA’s Alcohol Sales Tracker estimates the total value of the out-of-home alcoholic drinks market at £24.6 billion, an increase of just 0.6% but against a decline of 2.6% in volume terms.

CGA says the data points to a scaling back of drinking occasions with a little more money spent on slightly fewer drinks. The reduction has been most apparent in London, where
growth in the value of sales has more than halved in the last year.

The Alcohol Sales Tracker reveals a particular drop in sales of alcoholic drinks through leased and tenanted pubs, and only marginal growth among independent operators. Instead, consumers are increasingly opting to drink at premium bars and managed pubs, often combining their visits with eating.

“Our figures reveal the increasing complexity and sophistication of Britain’s out-of-home drinks market,” says CGA chief executive Phil Tate. “The small fall in volume sales rebuts the much-publicised idea that levels of unhealthy drinking are soaring, suggesting instead that consumers are continuing to demand better quality when they choose to drink out.”

“Brands that can supply their customers with the right range, atmosphere and experience, and establish clear points of difference from the mainstream, will be best placed to thrive in the years ahead.”

Branded restaurants have significantly improved the quality of their drinks offerings in recent years, introducing more premium lines in a bid to improve the customer experience and drive extra revenue.