Abstract
Sales growth of alcohol over Christmas has been driven in recent years by supermarket and other retailer discounting. However, market conditions are becoming tougher, and increased tax on alcohol, and potential government intervention will impact promotional price strategy for 2008.
Discounting issues aside, premiumisation and gifting in alcohol at Christmas will continue to drive any value growth.
Key themes of the report:
- Effect of the overall slowdown in alcohol consumption on Christmas sales
- How discounting restricts festive sales value growth
- Consumerism driving spend at Christmas despite the credit crunch
- The importance of the home and family time at Christmas
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