Premium supermarket wines driving factor behind sales this Christmas

Premium own-label and sparkling wine drove supermarket sales over the festive period, according to new research by Kantar.

The report revealed that premium own-label sales broke records this Christmas, with shoppers spending £627m on supermarkets’ own lines over the four weeks to 26 December, an increase of 6.8% from 2020.

In addition, premium own-label sparkling and still wine sales grew 22% and 18% respectively.

READ MORE: UK grocery sales drop 3% year-on-year, Kantar reveals

“Tesco’s Finest and Sainsbury’s Taste the Difference are easily the largest premium own-label ranges, but we saw the fastest growth from other ranges such as Asda Extra Special and Iceland Luxury,” Kantar head of retail and consumer insight Fraser McKevitt said.

Kantar also revealed that overall take-home grocery sales reached £31.7bn over the 12 weeks to December 26. Although down from 2020 by 3%, spending remained stronger than pre-pandemic figures and sales were up 8% from 2019.

The news comes as people across the UK are embarking on “dry January”, a campaign started by charity Alcohol Change UK which challenges members of the public to go alcohol-free for the first month of the year. An estimated 130,000 people took part in the campaign at the beginning of 2021.

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