Both value and volume sales of alcoholic beverages are up, with Kantar seeing consumers trade up to more expensive beverages.
Analyzing sales for the 12 weeks to December 3 2017, Kantar says total supermarket sales increased by value by 3.1% year on year.
Gin, which has enjoyed a revival in recent years thanks to its appeal across age groups and genders, was up 26%. Whisky grew by 10% and sparkling wine was up 7%.
Some consumers, however, are turning to the growing availability of zero alcohol beers. “Still small but growing rapidly, non-alcoholic beer is the new kid on the block this Christmas – growing sales by 27% during the past 12 weeks,” said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel.