With Christmas falling on a Sunday this year, savvy licensees can expect to sell even more drinks than in a usual December.

Figures from Diageo and CGA suggest the timing of Christmas Day could generate an estimated extra £625 in profit.

The last time Christmas Day fell at the end of the week was in 2011 when drink sales were 12.5 per cent higher than the average for the last five years, driven by the increased opportunity for revelling generated by the Friday 23 and Saturday 24 lead up, said Diageo.

“Diageo data shows that 30 per cent of all annual alcohol sales took place over the festive period last year,” explained head of category development, Faith Holland.

“This presents a crucial sales opportunity for licensees. We would recommend they take advantage of this opportunity by upselling premium offerings with festive serve suggestions in the lead up to Christmas.”




Other top Diageo tips to help you boost drinks sales this Christmas include:


  • Food Pairing: gin, rum, cream liqueurs and vodka are all growing categories which over index at this time of year. With over half of Christmas visits to the on-trade last year being food-led there is a significant opportunity to pair spirits with food and thereby increase profits. Take advantage of this and list paring suggestions on menus
  • Tap in to the celebratory festive season: Focus on spirits, sparkling wine and stout which gain market share in the Christmas season vs. the rest of the year, to drive sales
  • Maximise sales: 4.2m people bought a product or drink that was new to them last Christmas, so offering a new brand or serve in a growing spirits category can help maximise sales
  • Improve simple serves: Make simple serves fun and exciting to encourage customers to visit, stay longer and return. Seasonal flavours and garnishes such as spiced rum or cranberries tap into the festive opportunity and inspire customers
  • Tap in to the coffee cocktail trend: Over two thirds of adult consumers opt to drink a cocktail after a meal. With 68 per cent of all Baileys sales occurring during the festive period in addition to the classic Baileys over ice serve, licensees should look to upsell by serving Baileys with coffee, in a Flat White martini cocktail or with hot chocolate as an indulgent dessert to take advantage of every sales opportunity this season


If the all the hard work is getting to you (just five or six hours of sleep a night!), find some light relief here with our look at the 7 customers of Christmas