RTD sales soared 86% at the end of May
The easing of lockdown rules in the UK - coupled with sunny weather - led to a 86% spike in RTD sales at the end of May, with consumers seeking impulse options for socialising outdoors. Sales of these drinks through the convenience sector grew by 154%.
The overall off-trade grew 46% over the same period (the week ending May 30, 2020), according to Nielsen data. The figures are compared to the same week in 2019, and the week spans the late May Bank holiday weekend.
Gemma Cooper, senior commercial business partner, said: “Beer and Cider continue to be the stand-out winners reporting the strongest weekly value growth since lockdown began.
“RTDs also saw a spike this week of 86% across the off-trade (+154% in Impulse) as we start to see an influx of new Hard Seltzers in the market, and more people making the most of the warmer weather out and about. “With rumours surrounding on-trade openings in the coming weeks, we expect some dilution to off-trade weekly sales.
“However, with many households not able to travel abroad for their annual summer holidays, we can expect sales in the off trade to benefit from the end of July and throughout August."