Amidst heat wave, drinks sales produce mixed results: report

Consumer spending also posed pressure to drinks sales.

The average drinks sales by value were 1% on either side of the pre-COVID-19 levels on 16 July and 17 July as temperature keeps rising across the UK, CGA’s Rise platform showed.

The figures revealed that on 18 July, sales climbed up to 9% ahead of the same period in 2019 as consumers replenish by heading to beer gardens and terraces. 

Sales then decreased 12% on 19 July as temperatures hit record levels and some people opted to remain at home. 

During the hot weather, cider sales went up, reaching a 55% increase up on 2019 on 18 July.

“Beer and spirit sales were both in double-digit growth on the same day, though soft drinks were down throughout the four-day heatwave. Wine sales were down by between 22% and 35% on each of the four days, continuing a very difficult year for trading in the category,” read the statement.

"Drinks sales typically get a lift when the sun shines, but at times the temperatures have been just too high to lure people out to pubs, bars and restaurants,” said Jonathan Jones, CGA’s managing director, UK and Ireland.

“With mounting pressure on consumer spending, the weather may also have tempted some to save money by drinking at home in the garden instead and guarantee that they could enjoy the heatwave outside. Even when the sun shines, it is clear that while some venues flourish, others will continue to find it difficult to generate meaningful sales growth in real terms.”