Saturday, October 1, 2022

Christmas drinkers give up on traditional fizzy favorites like Champagne and Prosecco – London Business News | londonlovesbusiness.com

With Omicron on the rise and many people still wary of big festive parties, new data showed that Christmas 2021 saw a sharp drop in interest for traditional fizzy favorites Champagne and Prosecco.

Online searches for ‘champagne’ declined by more than a quarter (27%) in the period 1-25 December 2021 compared to the previous year, while searches for ‘Prosecco’ declined by 29%. Another Christmas party favorite, ‘eggnog’, saw a 19% drop in searches.

In fact, searches for wine and beer have dropped by roughly 23% before Christmas this year.

Several popular beer brands also saw a drop in online activity in December compared to the same time in 2020: a third (34%) of searches for ‘Budweiser’, a quarter (23%) of ‘Stella Artois’ and ‘Coors’ Discovered ‘Light’ almost half (45%).

The analysis was conducted by online search specialist MediaVision using its proprietary digital demand tracker tool, which analyzes search data from AdWords and Google Trends.

However, some beers and wines bucked the trend and December saw an increase in online activity. On the wine side, searches for ‘Pinot Gris’ increased by 13% and searches for ‘Vignier’ by 51%, while searches for Dutch beer brand ‘Amstel’ increased by 15%.

Louis Venter, CEO of MediaVision, said, “Agnog, champagne and Prosecco have long been Christmas party mainstays, and parties are thin on the ground this year due to the continued risk of the pandemic.

“It is too early to say whether the data shows changes in UK drinking habits more broadly, but we have also conducted research for all of 2021 showing that online searches for ‘gin’ increased by 14% year over year. While ‘Gin and Tonic’ has decreased by 22%.”

Nation World News Desk
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