In the lead up to New Year's Eve parties, Tesco has reported a trend in sales of premium spirits, with customers treating themselves to top of the range branded and own-label liquors.

Tesco shoppers stock up on New Year’s Eve party tipples

In the lead up to New Year’s Eve parties, Tesco has reported a trend in sales of premium spirits, with customers treating themselves to top of the range branded and own-label liquors.

Across the festive season, the supermarket chain has noticed a 30% growth in demand for gin, vodka, single malt, brandy and rum, compared with the same period last year.

Tesco senior spirits buyer Andrew Hargreaves said: “Brits are becoming thrifty connoisseurs when it comes to enjoying spirits – they want the premium quality drinks but without the price tag to match.

“We are seeing customers treating themselves to award-winning own-label drinks, so they can enjoy the festive season in high spirits without breaking the bank.”

He added: “We really are witnessing a golden age for upmarket liquors with many of them being produced right here in the UK.”

Andrew cited the example of Tesco’s finest Aromatic Gin, which has soared in demand by 185% in the last year, and is currently on sale for £14.

Other popular drinks in the range are Tesco finest French Grain Vodka, which won a silver medal at the 2016 International Wine and Spirit Competition, and has seen a 250% growth in the last year (available at half the price – £18 -until January 9); and Tesco Calvados Pays d’Auge VSOP 70cl, which was a gold winner at the 2016 International Wine and Spirits Competition and is on sale for £15.50.

The retailer said this premium drinks boom follows the recent UK cocktail revival, and TV programmes such as US drama series ‘Mad Men’ (set in the world of 1950s advertising and broadcast on the Sky Atlantic channel) which have inspired shoppers to treat themselves to better quality spirits to drink at home.

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