⏰ 5-6 min.
Summer is finally here – and it brings a lot more than just sunshine and longer evenings. For brands and retailers, it’s one of the biggest opportunities of the year.
From BBQs and bank holidays to major sporting events and relaxed nights at home, this season is when shopper behaviour really shifts.
And right at the centre of it all? Beer, wine and spirits (BWS). Let’s take a look at the latest summer drinking stats and trends and what they mean for brands this summer.
Why do BWS sales surge in summer?
When temperatures rise, so does demand across food and drink – but BWS consistently sees some of the biggest gains. Here’s what’s driving that growth:
- Nearly 3 in 10 UK adults (27%) drink more during the warmer months.
- Heatwaves and summer events significantly drive sales, with promotional activity accounting for up to 51% of BWS purchases (Drinks Retailing News)
- Around one in three households actively wait for promotions to stock up, reinforcing the importance of timely activation
- Major summer sporting moments alone could generate up to £400m in additional UK retail spend (Novuna)
And this is only set to grow. The 2026 World Cup alone is expected to drive £2.9 billion in consumer spending, with nearly £2 billion of that going on food and drink (Grocery Trader).
People are drinking less, but spending more
While shoppers are still buying alcohol, how they’re buying it has changed. Many are choosing to drink less, but spend money on more premium brands.
- 79% of shoppers are more likely to choose premium alcohol from brands they recognise (Mintel)
- Consumers are actively trading up to craft, artisanal and experience-led options (Grocery Trader)
So even with rising costs, like the recent 3.66% increase in alcohol duty, people aren’t stepping away. They’re just being more selective about what they drink.
The rise of no & low alcohol options
Another major shift is the continued growth of no- and low-alcohol (NoLo) drinks.
What used to be a niche category is now firmly part of everyday shopping habits:
- Sales volumes have increased by 66% since 2020
- The category is now worth £362 million in Great Britain
- ~50% of Gen Z consumers regularly choose NoLo options
Crucially, this isn’t occasional behaviour – it’s becoming a normal part of how people shop and socialise.
In-store still drives decision-making
Even with more planned shopping and online browsing, most BWS decisions are still made in-store.
- The average Brit will make 42 impulse purchases over the course of the year.
- The majority decide at the shelf
That makes in-store execution absolutely critical.
Ready-to-drink (RTD) products are a great example of this:
- 37% of UK adults consume RTDs
- This rises to 61% among 18–34-year-olds
- 70% are consumed on the same day they’re bought
These are convenience-led, impulse-driven purchases, which means visibility, availability, and standout displays can make all the difference.
Success is about owning the occasion
Big events like the World Cup are often seen as simple sales drivers for beer and snacks. But the reality is much bigger.
More than half of adults are hosting at home during these moments – cooking, entertaining, and creating their own viewing experiences.
This changes how people shop:
- They buy across multiple categories (food, drinks, soft drinks, disposables)
- They choose larger packs and bulk options
- They shop more frequently for top-ups
For brands, this presents a huge opportunity not just to sell into the moment, but to own the occasion.
Brands that succeed this summer won’t just be present – they’ll be embedded in how shoppers plan, shop, and experience these events.
So, what are winning brands and retailers doing differently?
Some brands are already making the most of this opportunity, and they’re doing more than just running promotions.
For example:
- BrewDog launched a “Win a Year of Beer” campaign tied directly to World Cup viewing
- Bestway Wholesale created a national activation to help retailers maximise match-day sales
What sets these apart is the focus on execution. They are actively:
- Anticipating what shoppers will need
- Creating bold, eye-catching in-store displays
- Offering formats and bundles that make buying easier
In a crowded market, brands need to stand out to make an impact – simply being present just isn’t enough
What does this mean for brands?
To succeed this summer, brands need to think beyond traditional promotions.
It comes down to a few key principles:
- Understand why people are buying, not just what they’re buying
- Show up across the entire shopper journey
- Deliver consistently in-store, not just in strategy decks
- Turn short-term seasonal spikes into long-term growth
How Reach helps brands win in BWS
At Reach, powered by Acosta Europe, we help brands turn these opportunities into real results.
Yes, we build strategies – but we also bring them to life where it matters most: in-store.
Here’s how we can support your brand:
- Experiential activations: Creating memorable brand moments that connect with shoppers
- Trial and sampling: Putting products directly into people’s hands to drive conversion
- Branded bays and in-store theatre: Making sure your brand stands out at the point of decision
- Data-led strategy and execution: Using real-time insights to improve availability and performance
- Order fulfilment and logistics: Ensuring smooth delivery during peak periods
- Expert merchandising: Delivering consistent, high-quality execution across every store
Want to show up the right way this summer? Get in touch with Reach for an initial conversation about maximising your in-store strategy.