Find out which drinks shone in Scottish c-stores last Christmas and which segments will keep consumers in high spirits this season.
There was plenty for Scottish retailers to be merry about last Christmas, with alcohol enjoying value sales growth of +11.2% (8 w/e 04/01/2025), according to our exclusive data from Clarity by Talysis.
Beers, wines and spirits all saw an increase, led by spirits with a 38% value share and growth of 12.2%.
Vodka remained category king, accounting for nearly half (47.1%) of spirit sales, with value up +10.1%. Glens 350ml, 700ml and 1l formats formed the top-three spirit SKUs by value sales. These were followed by Smirnoff Red 21 Vodka 700ml and Smirnoff Red Label Vodka 1l.
“Vodka is a seasonal must-have, as it forms the basis of many spirit mixer drinks, cocktails and can also be enjoyed neat,” says Chris Jones, Managing Director at Paragon Drinks, which distributes Zubrówka Polish vodka.
The second-biggest spirit in Scottish convenience last Christmas was whisky, with a 14.5% value share (up 13.4%), followed by schnapps with a 6.8% share (-4.3%), and rum, which achieved a 5.9% share with strong growth of +17.5%.
Another notable sales spike was in what Talysis refers to as ‘Other Spirits’. This segment accounts for 15.2% of Christmas spirit sales in Scottish convenience and rose by a whopping 32%, fuelled by alcoholic ready-to-drink lines (RTDs).
According to Clarity data, Four Loko White 440ml was the top-selling RTD by value sales with a 7.3% share of RTD sales, while AU Blue Raspberry 330ml took the second spot with a 5.7% share and experienced the fastest growth, up 40.1%. Dragon Soop Dark Punch bagged the third spot with a 5.6% share. In fact, Four Loko, AU and Dragon Soop dominated the top 10, accounting for 47% of RTD sales at Christmas.
“RTDs present a golden opportunity to tap into shoppers looking to elevate their at-home experiences with minimal effort,” says Janel Fatania, Customer Marketing Manager at Diageo. She advises retailers to stock up on Gordon’s Gin & Tonic cans or the Smirnoff RTD range, ensuring they are prominently displayed and kept in chillers.
Pernod Ricard has high hopes for its newly relaunched Jameson Ginger & Lime cans in a larger 330ml format. “RTDs are holding position as the number one value-gaining category across the UK off-trade, growing +13% [Nielsen IQ 6/09/25 L52wks], with pre-mixed whiskey drinks increasing sales value by £3.5m [52 w/e Nielsen data to 17.6.25],” says Ian Peart, Commercial Director for Pernod Ricard UK.
As Christmas approaches, RTDs take on even greater importance, claims Coca-Cola Europacific Partners (CCEP).
“Their grab-and-go appeal makes them particularly well suited to impulse purchases, with 70% of RTDs consumed within just two hours of purchase,” says Kate Abbotson – Senior External Communications Manager at CCEP.
Jack Daniel’s & Coca-Cola is the number one RTD SKU in GB [Nielsen Total Coverage RTD Value MAT 14.06.25] and was the 16th best-selling RTD SKU in Scottish convenience over Christmas 2024, according to Clarity data. CCEP added a cherry variant to the range last March.
It’s not only spirit-based drinks that enjoy a festive uplift. Beer amassed a 26% value share of alcohol sales and achieved growth of +12.3%. The number one beer SKU by value sales was Tennent’s 500ml four-pack cans with a 6.5% value share, while the brand’s 12-packs were the third best seller. Stella Artois 568ml four-packs claimed the second spot.
“With socialising and entertaining more frequent in the lead-up to Christmas, shoppers are more prepared to treat themselves and trade up into more premium categories and products,” says Georgia Ladbrook, Shopper Marketing Manager – Impulse, BrewDog PLC. “As a result, last year saw craft beer grow exceptionally well over Christmas (+15.8% vs beer at +3%) [Circana Total Impulse 8w/e 05.01.25].”
She points out that the stout category has also been re-energised and continues to do well over Christmas. In fact, Clarity figures show stout leapt an incredible 47.6% in value sales growth in Scottish convenience over Christmas 2024, reaching a share of 2.8%. Ladbrook claims that this growth is in part thanks to BrewDog Black Heart, which has helped to introduce a younger and more affluent shopper.
Alexander Wilson, Category & Commercial Strategy Director at Heineken UK, also highlights premium as an opportunity. “Premium and world lager contributes to 62% of sales [Nielsen IQ: Value Sales 5 weeks to 28/12/24], as people look for reasons to indulge in something extra special, and that’s where brands like Birra Moretti will shine,” he says.
Asahi concurs: “12.3% of all premium lager bottles are sold in December [NielsenIQ – Total Coverage data], demonstrating the significant opportunity for retailers that extend their ranges with brands that offer something special,” says Rob Hobart, Marketing Director at Asahi UK.
Peroni Nastro Azzurro’s share increased by +40% in Christmas week 2024 vs 2023 [Savanta BrandVue Most Loved Drinks Report 2025], he claims.
Execute a strong alcohol range that incorporates top-selling spirits, chilled RTDs and premium lager, and you’ll be on track for a cracking Christmas.
