Decent weather and the start of festive activity has helped Britain’s on-trade to achieve four consecutive weeks of modest year-on-year growth in drinks sales.
The latest Daily Drinks Tracker shows average sales in managed venues in the week to 15th November were 3.1% ahead of the same week in 2024. The following seven days to 29th November brought fractional growth of 0.1%.
These numbers follow two weeks of similar growth in the first half of November. While increases in each of the four weeks of November were below the UK’s current rate of inflation, they do offer grounds for cautious optimism for a much-needed burst of spending in December.
The Tracker shows year-on-year growth on nine of the 14 days in the second half of November. It peaked at +11.3% on Tuesday, 18th November, when important international football matches involving Scotland and Wales brought fans out to pubs and bars.
There was another inflation-beating rise of 5.8% on Saturday, 22nd November, which saw the opening of some Christmas markets and retail campaigns. However, wetter weather over the following weekend dampened comparisons on Friday, 28th (up 0.2%) and Saturday, 29th November (down 2.9%).
Long alcoholic drinks have outpaced other categories for most of 2025, and that trend looks set to continue into Christmas trading. Beer sales rose by 3.7% and 1.6% in the last two weeks of November, and cider was further ahead with growth of 5.1% and 2.5%.
“Operators and suppliers had to fight hard for growth in November, and the month ended with disappointing news from the chancellor’s Budget, which will do little to ease their huge burden of costs,” said Rachel Weller, CGA by NIQ’s commercial lead, UK and Ireland.
“But while volumes are clearly down, there are signs that some consumers are making an early start to their Christmas shopping and drinking occasions.
“Whether this modest momentum continues into December remains to be seen, and with millions of consumers very conscious of costs, venues will have to deliver top-value experiences to bring them out of home in the crucial final weeks of 2025.”
