Champagne and wine sales played a key role in boosting Christmas revenue for several major UK supermarkets, according to trading results released in early January. With celebrations forced indoors and gatherings limited due to pandemic restrictions, shoppers turned to premium drinks to make the season feel special.

Morrisons, Sainsbury’s, and Aldi each reported a notable rise in alcohol sales over the festive period, with standout figures in champagne and wine. Morrisons revealed a 64% increase in champagne sales, while Sainsbury’s saw premium champagne up more than 50%. Aldi also reported a 75% rise in wine sales across December.

The strong performance of these categories helped bolster total sales growth, reflecting a broader trend of consumers trading up on food and drink as a substitute for restaurant outings and group festivities.

Supermarkets see strong like-for-like growth

Morrisons reported like-for-like group sales up 9.3% (excluding fuel) over the Christmas and New Year period, despite ongoing cost pressures associated with COVID-19. The retailer credited much of this growth to the “rapid” expansion of its online and wholesale channels, which helped reach customers unable or unwilling to shop in-store.

Morrisons also noted a change in shopping patterns, with customers shifting their purchases earlier in December to avoid last-minute crowds. The supermarket responded by adjusting its logistics and inventory planning to accommodate this trend.

Similarly, Sainsbury’s posted strong festive numbers, bringing forward its scheduled trading update to highlight its 9.3% like-for-like sales growth, with grocery sales rising 7.4%. The retailer’s online grocery division more than doubled, posting 128% growth year-on-year. In-store, Sainsbury’s reported that its SmartShop self-scanning service accounted for 28% of sales, a figure reflecting changing consumer preferences for contact-free shopping.

Premium ranges deliver festive indulgence

Shoppers also gravitated toward premium private-label ranges, especially those offering restaurant-quality food and drink at home. Sainsbury’s reported an 11% increase in sales of its Taste the Difference line, as customers looked to enhance their holiday meals with finer fare.

Within this trend, premium champagne sales surged 52%, indicating that many consumers opted for traditional luxury staples as a way of maintaining festive spirit during lockdown. The performance of these higher-end products underscores how even in a challenging retail environment, consumers are willing to spend more for special occasions—especially when celebrations are limited to home settings.

Shoppers turn to wine to mark the moment

Across all the retailers, wine played a starring role in driving holiday sales. At Aldi, a 75% increase in December wine sales demonstrated the growing importance of alcohol to seasonal baskets. With hospitality venues closed or operating at limited capacity, home drinking became a central element of Christmas celebrations.

Whether reaching for a bottle of champagne to toast the holidays or a carefully selected wine to pair with a festive meal, UK shoppers clearly prioritised drinks as part of their seasonal splurges.

The Christmas wine sales boom provided a strong finish to the year for UK supermarkets, reinforcing the appeal of premium alcohol even in uncertain times. As consumer habits continue to shift toward online and at-home consumption, this trend may well continue into future seasonal periods.