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Here are four developments based on CGA’s On Premise Measurement (OPM) data from late 2022.
1 A strong month in the Sud Est
Across France, December took a smaller share of the year’s sales than the key summer months, when tourism peaks and consumers take time off. Exceptions to this rule include the Sud Est region, where the skiing season made December a more valuable month than average last year.
2 Opportunities in sparkling wine
Christmas celebrations make it a good trading period for Champagne and sparkling wine. Volume sales in this category are well above the average in other months of the year.
3 Digestifs lifted
December is also a stronger than average month for digestif brands as consumers seek to treat themselves. Cognac, calvados and whiskey sales are well above average, and last year the biggest boosts were achieved by niche segments like French and Japanese whiskey—though these remain small parts of the total market.
4 Skiing boosts beer
Most regions achieve higher beer sales in the summer than the winter, as consumers seek refreshment. However, in the Sud Est region beer volumes were around 30% above the yearly average last December, while cider sales over-indexed too.
Julien Veyron, Client Solutions Director – France, said: “Although December isn’t a top month for most On Premise suppliers and operators, it’s a good opportunity to generate sales via celebratory occasions and premium drinks. This is also a good time to focus on categories like digestifs that suit the time of year. Understanding these seasonal trends and changes in consumers’ preferences can help businesses unlock more sales—not just in December but all year round.”
