Master of Malt Reveals Changing UK Drinking Habits in These Current Times

Master of Malt Reveals Changing UK Drinking Habits Amid Lockdown

Drinks eCommerce platform Master of Malt is tracking the changing shift in consumer drinks purchasing habits as the UK adapts to life during the lockdown.

The online retailer has remained open and is continuing to operate as usual and recorded an uplift in orders approaching 200% from 23-29 March, the first week that the stricter social distancing measures came into force in the UK.

With the population unable to leave the house except for essential grocery shopping, exercise and to assist others in an emergency, more shoppers are turning to eCommerce to purchase alcohol.

The volume category mix has shifted significantly from the traditional spirit-dominated top ten. Beer has leapfrogged to third place as volumes soar, dominating six of the top 10 best-selling SKU places.

There have also been increased retail sales of pre-bottled cocktails, bitters and vermouth, as people try and recreate a bar drinking experience with at-home serves.

“Like the rest of the world, we find ourselves in an unprecedented situation,” said Jason Hockman, Master of Malt general manager.

“All bars and restaurants are closed, and many grocers are limiting the amount of alcohol customers can purchase. The eCommerce channel is playing a vital role across FMCG to keep people safe in their homes, and the online alcohol business is no different.

“As such, we’ve seen a significant shift in what people are purchasing. Beer volumes have exploded, and we’ve also seen increased sales for pre-bottled cocktails, vermouth and wine. We’re working with our suppliers to keep these lines in stock, and with our valued logistics partners to keep the orders flowing.

“We’re traditionally a spirits-based business, and our regular customers can rest assured we’re also keeping a close eye on our specialist whisky and gin expressions to make sure everyone can still get their favourite bottle at this difficult time.”

Master of Malt

Top categories and SKUs by volume from 23-29 March

Drinks categories

  • Whiskies
  • Gin
  • Beer
  • Rum
  • Liqueurs
  • Vodka
  • Wine
  • Vermouth
  • Pre-bottled cocktails
  • Bitters

Last month, Master of Malt announced it was donating £1 for every order placed through the site to help people who have lost their jobs because of the COVID-19 crisis through a partnership with

Parent company Atom Group has also introduced an early payment programme to help small suppliers with cash flow during this difficult time.

Read more drinks-related articles in our dedicated section here.

Master of Malt Reveals Changing UK Drinking Habits in These Current Times 2


Editorial Team

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