Valentine's could boost sales by 25%

Sales per managed outlet averaged at £1,479 on Valentine’s Day 2023.

With pubs and bars gearing up for Valentine’s Day, new research has revealed the full impact of the occasion on drinks sales. 

CGA by NIQ’s market measurement service shows an average rate of drinks sales per managed outlet of £1,479 on Valentine’s Day in 2023. This is £290 or 24.4% more than the annual average.

OPUS consumer research indicates that around a fifth (19%) of consumers typically visit a restaurant, pub or bar on 14 February.

Tantalising tipples  

According to the data, Champagne, sparkling wine and still wine are among the drinks categories that get the biggest uplift from occasions like this.

Nearly a third (30%) of consumers told the OPUS survey that they typically drink still wine on special occasions, while around a fifth choose sparkling wine (20%) or cocktails (19%).

"After the post-Christmas trading hangover and Dry January, Valentine’s Day delivers a vital boost to sales for restaurants, pubs, bars and suppliers," says CGA client director Mark Newton. "It’s an especially good opportunity to attract new wine consumers and encourage existing drinkers to trade up, and smart campaigns now can pay dividends not just on the day itself but throughout 2024."

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