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Valentine’s Day fuels passion for fizz and cocktails

As consumers head to restaurants, pubs and bars for Valentine’s Day, CGA by NielsenIQ’s research reveals the impact of the occasion on drinks categories and sales mix.

CGA’s sales measurement service shows the value of the day for wine and cocktails in particular. On Valentine’s Day in 2022, the average value rate of sale for sparkling wine was 103% above the average Monday, while Champagne was up 52%and the total wine category ran 50% ahead. There was an even bigger boost for cocktails, where rate of sale on Valentine’s Day was 135% higher than the average Monday. Across the spirits category, trading was 67% ahead. CGA’s Wine Insight Reports provides suppliers with the sales and consumer research needed to capitalise on big wine occasions like Valentine’s Day. Its analysis of wine drinkers’ preferences and habits helps to improve sales and marketing tactics, including for the two key demographics of wine ‘experts’ and ‘explorers’. The reports also spotlight big trends in wine brands, varietals, occasions and venues—like the rising appeal to younger adults of pink fizz, sales of which should flourish this Valentine’s Day. CGA’s Mixed Drinks Report meanwhile uncovers the ongoing popularity of cocktails and drinkers’ latest tastes. With an audience of around 10 million On Premise consumers the category is set for more growth in 2023, and the report explores trends to watch in spirits, flavours, serves and channels. Both reports also analyse the likely impacts of the cost of living crisis on people’s spending on out-of-home eating and drinking in 2023. CGA provides many more insights into sales opportunities—including by pairing drinks and brands with dishes like steak that always prove popular on Valentine’s Day. CGA client director Paul Bolton says: “Valentine’s Day brings the wine and mixed drinks categories into sharp focus, and celebratory occasions like this can be a great springboard for future sales. It’s a particularly good time for suppliers to encourage trial by consumers who might not otherwise buy wine or cocktails. Understanding what these people want, and delivering it through compelling in-venue partnerships with operators, can create brand and category advocates far beyond the day itself.”


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