Booze manufacturers ‘sleepwalking into turning into out of date’ as Brits put down their pints
Supermarket alcohol sales are plummeting as prices continue to climb and drinkers ease back on alcohol. All ten of Britain’s most popular brands – from Carling to Foster’s – have seen a dip at the checkouts.
According to data in The Grocer magazine, prices have been driven up by inflation and a rise in duty in August last year. The average cost has risen by 4.5%, and by up to 12.9 % for fortified wine.
Figures from analysts Kantar show a 2.8% rise to £15.4 billion spent on alcohol in supermarkets in a year — but a 1.5% dip in volume.
Carling and Foster’s showed the biggest slumps of 11.4% and 10.8% respectively in volume.
(Image: Getty Images)
Many shoppers have switched to low or no-alcohol alternatives, reports The Grocer. Brands outside the best-seller list faced being pulled if sales did not rise, said Andrew Eagle, of analysts NIQ.
He said: “Brands which fail to change with the times are essentially sleepwalking towards becoming obsolete. This has happened before with Bacardi Breezer and Reef, and is the future for brands that fail to innovate.”
Kantar analyst, Suzette Cheung, said: “The rise in moderation sees people cutting back, with more households switching to low/no alcohol or opting out of drinking completely. Consumers are buying less to manage costs.”
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