Why Brits are buying more luxury food and drink ahead of this new year

Planning to ring in the new year with a glass of posh fizz? You’re not alone – this year, locked-down Brits are buying more luxury food and champagne than ever to celebrate the end of 2020 from home.

Sales of champagne in supermarkets and shops increased 16% by volume and 22% by value in the last three months, the Wine and Spirit Trade Association reported today.

‘This has been an incredibly difficult year, so it’s great that we can end on a positive note that champagne sales, after years of decline, are starting to pick up,’ Miles Beale, the WSTA’s chief executive, told the Guardian.

‘There is no better way to celebrate than with a bottle of fizz, and our numbers show that, even with everything that has gone on this year, many of us are still looking to celebrate or bring a little extra sparkle with a bottle of bubbly. 

‘Many will consider it a little luxury for a festive period when we are having to celebrate at home.’

The Co-op said that sales of its champagne doubled over the Christmas period, with cheaper alternatives such as its pink prosecco also proving a popular choice.

People also bought more luxury food in the lead-up to Christmas this year.

Waitrose said sales of deluxe salmon were up 18% on last year, while sales of its luxury No 1 cheeses were up 55% and sales of Christmas confectionery were up 19%.

Race you to the checkout.

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