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Christmas Uncorked: Sainsbury’S Christmas Drinks Report

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Christmas Uncorked: Sainsbury’S Christmas Drinks Report Christmas Uncorked: Sainsbury’s Christmas Drinks Report November 2016 Introduction The UK’s drinks cupboards are never better stocked How we sip (pages 7-8) than at Christmas. Just as our festive tables feature It’s not just how we shop that’s changing. While an array of seasonal foods, a wealth of different tastes some keep traditions alive, others use the season are catered for when it comes to Christmas drinks. as an opportunity to try something new. Revealing Sainsbury’s Christmas Uncorked report reveals how the changing face of Christmas sipping, the average our Christmas drinking habits are evolving, providing a household buys up to four types of drink per Christmas fascinating insight into how modern trends and festive gathering, while some hosts choose to serve up to ten to traditions meet. accommodate the different tastes of their guests3. Few understand the shopping and drinking habits of the nation better than Sainsbury’s. Selling over Tips for top toasts (page 9) 17 million bottles of wines and spirits in the fortnight leading up to Christmas Day1, the retailer 43% of us play it safe and rely on tried and tested is in a unique position to ‘uncork’ how we shop, serve favourites to see us through the festive season, opting 4 and sip during the most wonderful time of the year. for the same wines we enjoy throughout the year . However, with a host of inspiring new wines hitting the shelves, it’s the perfect time to broaden your horizons and explore the aisles. Christmas Uncorked As well as customer insight drawn from features expert recommendations and tips to make the Nectar, this report also refers to historic Christmas celebration even more special. sales trends and newly commissioned customer research that surveyed 2,000 people in October 2016. How we shop (pages 4-6) For the Sainsbury’s Beers, Wines & Spirits team, Christmas is a crucial trading time. Stocking up for the party season now involves a complex mix of online, click & collect and last minute top up trips to nearby stores, as well as the traditional ‘big Christmas shop’ as customers prepare for the festivities. Last year, Sainsbury’s shoppers spent £5,000 every minute on sparkling wine on 23rd December2, which is also the retailer’s busiest trading day for Christmas food shopping. This year, the 23rd December falls on a Cheers and Friday and Sainsbury’s predicts this year’s ‘Fizz Friday’ will be more sparkling than ever. Happy Christmas For more information please contact [email protected] 0203 696 4936 1. Nectar data based on Sainsbury’s shoppers from December 2015, provided by Aimia 2. Based on opening hours of 8am-9pm, using Sainsbury’s sales data, provided by Aimia 3. One Poll survey of 2,000 adults, October 2016 2 4. One Poll, October 2016 The UK’s Festive Spirit Scots are the most of people The Northern Irish Over half considerate, with 27% in the North East choose are most likely asking their guests a premium spirit when to drink liqueur what they like before looking for an neat with ice serving wine to go with alcohol-related gifts of (46% vs. national the Christmas dinner choice (vs. national average of 33%) (vs. national average average of 37%) of 19%) People in the North People in Yorkshire West are most likely to and Wales are buy more expensive more likely to enjoy wine for Christmas Day Buck’s Fizz on to impress their guests Christmas morning (15% vs. national (18% vs. national average of 9%) average of 15%) People in the 25% of people in the East Midlands are West Midlands serve more than twice as liqueurs in hot likely to buy beer or chocolate, more than cider as a gift than any other region in any other region (vs. national average (23% vs. national of 17%) average of 9%) People in People in the People in the South West South East are most London are most People in East are more likely to likely to spend more per likely to give Anglia are most serve mulled wine as a bottle of sparkling wine Champagne as a gift likely to splash out on welcome drink than at Christmas compared over other alcoholic red wine at Christmas any other region to other times of the drinks (18% vs. (30% vs. national (28% vs. national year (43% vs. national national average average of 24%) average of 20%) average of 35%) of 14%) All figures, One Poll, October 2016 3 How we shop Planning, searching, gifting Driven by competitive dynamics and the growth of How we searched our way through technology, customer shopping behaviour is constantly December 2015 – popular wine and spirits changing. The 23rd December is the busiest day for searches by week Christmas wines and spirits purchases but the process begins online well before that date. Getting Organising and Last minute Analysis of online search terms on Sainsburys.co.uk from ahead: party stock-up: dash: December 2015 reveals that shoppers are more likely to 3 weeks to go 2 weeks to go 1 week to go (3rd – 9th December) (10th – 16th December) (17th – 23rd December) plan ahead for certain purchases, and leave some of the novelty festive favourites to the very last minute. Champagne Prosecco Fine wine Other sparkling Bitters Champagne is the highest priority among Sainsbury’s wine Liqueurs online customers, with search frequency peaking as French wine Cream liqueur early as the first full week of December. Party hosts Ginger wine Irish cream Mulled wine Cocktails are clearly keen to get ahead with party favourites like Fortified wine Kirsch Prosecco, sparkling wine and mulled wine all front Port of mind with two weeks to go. Online searches for Sherry traditional liqueurs and premium spirits surge the week Brandy 5 Cognac before Christmas , suggesting novelty drinks such as Snowball Snowball and Advocaat, specialist cocktail ingredients Advocaat and traditional favourites like sherry, are amongst the last purchases we consider as the craziness of the season sets in. What we’re searching for according to Sainsburys.co.uk *Frequency of search terms used on Sainsbury’s online groceries site between 3rd–23rd December 2015 5. Based on search terms on Sainsburys.co.uk, December 2015 4 Sainsbury’s declares Friday 23rd December Prosecco top of the pops 2016 will be biggest day ever for fizz For some traditionalists, only Champagne will do (14% say Champagne is the drink they’d most like to be served at a Christmas party6) but alternative sparkling Dec wines like Prosecco and Cava are in huge growth. Prosecco is now the nation’s party fizz of choice. Shoppers spend almost £9 million on it in the week Fizz Xmas before Christmas, buying twice as much as the previous 23 Friday! week7. Year on year sales increased by a third last year. Day! 25 23rd December 2016 = Percentage of sparkling wine sales 500,000 bottles sold at Christmas (predicted) +495%* 57% *Compared to Friday 23rd September 2016, a normal Friday, based on Sainsbury’s sales data, 2015 Prosecco 28% Other Sparkling 15% Significant numbers are set to make a last minute Champagne trolley dash (especially at neighbourhood convenience stores) to top up on sparkling wine. This year, buyers at Sainsbury’s predict that sparkling wine sales, both on and offline, will hit their peak on Fizz Friday (23rd December), up at least five times that of a ‘normal’ Friday. *Based on Sainsbury’s sales data, provided by Aimia “The ever increasing popularity of Prosecco has created a real interest in exploring less Festive Fizz Facts familiar sparkling alternatives and has • When it comes to gifts, we’re almost twice as likely to put Champagne under the Christmas opened up the category. Our new Crémant tree compared to any other sparkling wine8. de Loire, made in the Champagne style, • 1 in 4 people in the UK enjoy their first glass is perfect for those looking to build their of festive fizz with breakfast on Christmas morning, with half of these adding it to their sparkling wine repertoire.” morning juice for a traditional Buck’s Fizz9. Emma Monaghan, Sainsbury’s buyer for Champagne • We’re happy to spend more of our fizz – & sparkling wine 35% of us say sparkling wine is the drink we’re most likely to push the boat out for (spend per bottle)10. • With 58% of sparkling wine magnum sales occurring during November and December, it also appears the bigger, the better. What to look out for on Fizz Friday The party one The one to toast with The new one Taste the Difference Winemakers’ Selection by Taste the Difference Prosecco Conegliano, 2015 Sainsbury’s Blanc de Noirs Crémant de Loire 75cl, £10 Brut Champagne NV 75cl, £11 75cl, £20 6. One Poll, October 2016 7. Nectar data based on Sainsbury’s shoppers, 2015 8. 14% chose Champagne as a gift, compared to 8% who chose other sparkling wines (One Poll, October 2016) 5 9. One Poll, October 2016 10. One Poll, October 2016 Gin still in high spirits Spirits of Christmas past On 23rd December last year, Sainsbury’s customers December sees sales of ‘retro’ liqueurs soar. Traditional spent over £1 million on gin – four times that of just favourites such as Bailey’s, Advocaat and Amaretto ten days earlier – suggesting that stocking up on gin is sell significantly more in December than any other becoming just as essential as buying party bubbles11. month15. In fact, the festive season accounts for over half of Bailey’s and Advocaat sales for the whole year, with 43% of Brits admitting to only buying cream liqueurs at Christmas16.
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