Waitrose has reported an uplift in sales of aperitifs as we’re embracing the summer months while working from home and using our commuting time to serve up some sundowners before supper.
We have seen sales of Aperol up 148 per cent, Martini Extra Dry Vermouth up 33% and Pampelle Grapefruit Aperitif up 4,850% compared to last year. We’re also seeing customers whipping up Espresso Martinis for a caffeine kick with recipe searches up 148% and sales of Kahlúa Coffee Liqueur up 51 per cent.
John Vine, Spirit Buyer at Waitrose comments: “With many of us now spending our summer break closer to home, we’re seeing strong demand for ‘summer type serves’ which are quick and easy to do. Our customers are looking for ways to end their working day while they’re still working from home and mixing up some delicious sundowners before dinner has driven sales of aperitifs in recent weeks.
Product sales:
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Pimm’s no 1 cup +105%
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Aperol +148%
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Martini Fiero Aperitif +19%
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Pampelle Aperitif +4,850%
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Noilly Prat Dry +64%
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Martini Rosso Vermouth +10%
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Martini Extra Dry Vermouth +33%
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Cocchi Rosa Aperitif+35%
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