Liqueur sales in the UK reach record level in 2019 – WSTA

Liqueur sales in the UK grew to their highest ever level last year, according to figures from the Wine and Spirit Trade Association (WSTA).

UK consumers purchased 43 million liqueur bottles in 2019, equating to £1.3 billion worth of sales.

WSTA figures show that 18 million bottles of cream liqueurs and 25 million bottles of non-cream liqueurs were sold – representing a growth of 4%, as the category builds on its trendsetting 2018.

The trade body said that 2018 could be seen as the year of colourful cocktails, a trend that continued last year, as the equivalent of almost 10 million bottles of non-cream liqueurs were sold in pubs, bars and restaurants. While last summer wasn’t as hot as the year before, pubs continued to expand their cocktail menus. 

According to WSTA, non-cream liqueur sales in UK shops and supermarkets in the 12 months to 12 September 2019 were valued at £250 million. 

“Last year the WSTA highlighted that liqueurs have often been overlooked in the spirits category, but our sales data shows a renewed interest from UK consumers,” said Miles Beale, WSTA chief executive.

“The liqueur category covers an array of colours and textures making liqueur drinks very Instagrammable.

“We expect further growth in 2020 as Brits continue to experiment with new and exciting drinks choices and share their finds on social media.”