Christmas delivered a much-needed boost for pubs and bars, with year-on-year growth sales growth of 7% in the final fortnight of the year.

According to CGA by NIQ’s Daily Drinks Tracker, consumers’ growing confidence and a curtailing of rail strikes helped to lift average sales in managed venues by 9% in the week to Saturday 23 December. 

That was followed by 6% growth in the following seven days to Saturday 30 December. 

The Oxford Partnership Market Watch revealed that 290 million pints were sold in December, an extra 619 compared to 2022.

For the average pub, this equated to 7,658 pints of Draught Beer & Cider served over December resulting in a £36k income generator.

CGA data showed Christmas Eve sales were 3% ahead while Christmas Day finished 10% up, though Boxing Day achieved just 0.1% growth.

Other notably strong days included December 22, or ’Mad Friday’, when sales were up by 21%. 

Beer sales were 12% and 13% ahead year-on-year in the last two weeks, while cider was 12% up in both weeks.

Wine achieved sales growth of 8% and 7%, completing a welcome year of revival for the category.

A mixed year for soft drinks ended with growth of 4% and 5%.  

It was a more difficult festive season in the spirits category, where sales were 3% ahead in the penultimate week of 2023, but 11% down in the final week. 

“Despite ongoing pressure on their spending, consumers were clearly eager to celebrate Christmas with friends and families in the special environments that pubs and bars provide,” said Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland.

“While trading conditions remain challenging, we can be cautiously optimistic that these positive trends will continue into early 2024, despite the pressures of reduced spending and Dry January,” he added. 

Research showed that city centres had a welcome revival, up 8.2% compared to 2022 which was driven by a 4.7% uplift in consumer visit time and a 2.6% increase in visitor numbers 

This is particularly impressive when you consider the backdrop of fewer trading hours as venues traded for 2.5% less time than in 2022, the Oxford Partnership noted. 

Average consumer dwell time grew at a total level to 128 mins, compared to 123 mins in the same week last year,  with suburban areas driving the highest growth at 4.7%.

Footfall also increased, up 2.6% across all locations with the biggest increases in rural and city centre venues as the office Christmas part returned.

“We had all been hoping to see these kinds of results for the On Trade in the run up to Christmas and thankfully, our data demonstrates a really strong festive season for draught sales,” said Alison Jordan, CEO of the Oxford Partnership.

In the last two weeks of December,  Ale, driven by Cask, was the biggest category.

Stout was also a big winner over the festive period, up 24%, with Non & Low Alcohol Craft, World Lager and Apple Cider also doing well.

Meanwhile, the biggest loser was Premium Lager, with Core Lager and Flavoured Cider also trailing 2022’s sales.