November beer sales were cause for optimism in the on-trade, reports CGA by NIQ

Average beer sales in managed venues in the week to 8 November were 3.6% ahead of the same period in 2024. The latest research, as revealed through CGA by NIQ’s latest Daily Drinks Tracker said by this was followed growth of 0.5% in the following seven days to 15 November. Both figures, they explained, are below the UK’s rate of inflation, as measured by the Consumer Prices Index.

However, they reverse three consecutive weeks of negative trading in October, and raise hopes that some consumers are lifting their spending on the run-in to Christmas and New Year. According to the business, trading in early November was boosted by events such as Bonfire Night and firework displays, as well as a busy programme of Premier League, Champions League and international football fixtures.

Major rugby union fixtures for England, Scotland and Wales also contributed while the start of Christmas markets may also have lifted footfall in many British cities and towns, they added.

Mother nature, however, also had an impact with the arrival of Storm Claudia curtailing visits to pubs and bars in some parts of the country towards the end of the fortnight—especially on Saturday 14 November, when sales dropped by 8.2% year-on-year. Live sport has been a boost to Long Alcoholic Drinks categories, with beer sales rising by 3.6% and 1.7% in the weeks to 8 and 15 November respectively. 

Rachel Weller, NIQ’s commercial lead, UK & Ireland, said: “While sales growth in the first half of November has been marginal, it lifts optimism that consumers are starting to increase their visits to pubs and bars as Christmas occasions get into full swing.

“Storm Claudia was another reminder of the damage that bad weather can do to trading, and operators and suppliers will be keeping fingers crossed for bright days that bring people out of home in the weeks ahead. There’s all to play for this festive season,”