Magazine article Marketing

Drinking to the Christmas Season

Magazine article Marketing

Drinking to the Christmas Season

Article excerpt

Drinking to the Christmas season

The liquor market is one of the most complex and competitive industries in the UK.

It operates in two quite distinct market sectors with the on and off-trade; it is exceptionally seasonal with over 25% of all sales realised over the Christmas period; and 50% of its annual advertising budget of over 200m [pounds] is spent on pre-Christmas advertising despite the high level advertising restrictions placed on these products.

Analysis of household penetration levels of grocery spirit sales, reveals that whisky has the highest level of household penetration at 55%. Sherry by comparison, has a penetration level of 38% and white rum has the lowest with 10%.

However, of far greater significance is that of households purchasing any of these spirits, almost a quarter only bought in the four-week period leading to the Christmas peak.

The relevance of this will not be lost on marketers trying, through continuous media support, to build brand values -- faced with the prospect of ever restrictive EC rules on the advertising of alcohol and especially spirits. …

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