Easter weekend saw a substantial surge in drinks sales on a year-on-year basis, according to sales data provided by hospitality research and analytics group CGA.
The data highlights how public holidays act as powerful sales springboards into the rest of spring and summer, as consumers have more time to spend with friends and family and take day trips or short breaks, CGA analysts surmised.
Research revealed that sales by value over the four-day Easter weekend were 63% ahead of the average Friday/Saturday/Sunday/Monday in 2022.
Given the warm weather, cider sales more than doubled, while Beer was up 64%, soft drinks 65%, spirits 60% and wine 39%.
Sales growth during the long weekend was spread across all days, with Sunday being the pivotal day, when drinks sales rose by 87% compared to the average Sunday in 2022.
Bank Holiday Monday was the second-best performing day of the long weekend, followed by Good Friday then Saturday.
Suppliers and operators will be seeking to monetise the three public holidays on the May calendar, including the King’s coronation on May 8 and two bank holidays on the first and 29th.
Paul Bolton, CGA client director, GB drinks, said: “Easter has been a very welcome reminder of how long and celebratory weekends can transform drinks sales in the On-Premise.
However, the weather can make all the difference between a bumper weekend and a washout, and the On-Premise will be keeping everything crossed for warm and sunny conditions.
“As ever, it will be vital to understand sales trends and consumers’ latest priorities to take full advantage of the opportunities.”
Bars are back in business
CGA noted that On-Premise optimism appears to be returning after years of Covid lockdowns and inflation worries.
Skyrocketing costs, fluctuating consumer demand and volatile government policy and staff shortages have made for a “brutal period”, said CGA research and insight director Charlie Mitchell
“However, whisper it quietly, but, for those who have managed to ride the storm, there is more than a hint of optimism returning to the sector. Buoyed by healthy profit margins, bar queues three-deep and, in many cases, business investment, operator confidence is returning.”