After two weeks of negative numbers, average sales in managed venues rose by 2.8% in the seven days to
27 September compared to the same period in 
2024. They increased again in the following week to 4 October, albeit by a marginal 0.1%. Despite a blip in the first half of September, it builds on a solid end to summer and means On Premise drinks sales have been ahead year-on-year for seven weeks out of ten since late July.
Trading was boosted by generally dry and bright Autumnal weather, as well as the start of university terms, which generated valuable uplifts in midweek days in some student towns and cities.
However, the fortnight ended with a challenging weekend as Storm Amy wreaked havoc in many parts of the country. Average sales dropped by 10.3% on the main day of the storm on Saturday 3 October as consumers stayed at home. Trading also slipped by 1.7% and 3.4% on Friday and Sunday (2 and 4 October).
Long Alcoholic Drinks (LAD) categories have started Autumn as they finished Summer—outperforming the market by some distance. Beer sales were ahead by 5.4% and 2.9% in the weeks to 27 September
and 4 October, while cider rose even faster, by 8.1% and 3.2%. Soft drinks also had a fortnight of growth,
climbing 4.8% and 1.2%. 
Meanwhile, the spirits and wine categories continue to be more challenging. Spirits sales dropped by 5.3% and 6.1% year-on-year, as some consumers opted instead for refreshment in longer serves. Wine slipped by 2.2% and 6.6%—partly the result of guests seeking drink-led rather than food-led occasions.
Rachel Weller, NIQ’s commercial lead, UK & Ireland, said: “While drinks sales growth has been solid rather than spectacular, these numbers are an encouraging indication of consumers’ spending confidence. It’s likely that sales would have been even stronger had Storm Amy not brought an abrupt end to a run of favourable weather. There’s all to play for as we enter the crucial final quarter of the year—especially in the spirits category, where brands will be hoping that the festive season brings strong celebratory spending.”
Rachel Weller, NIQ’s commercial lead, UK & Ireland, said: The Daily Drinks Tracker provides analysis of sales at managed licensed premises across Britain and is part of NIQ’s suite of research services delivering in-depth data on category, supplier and brand rate of sale performance. To learn more, click here and contact the NIQ team.
