Which UK regions had the highest increase in sales of Irish alcohol for St Patrick’s Day

Ahead of today’s St Patrick’s Day celebrations Criteo, the shopping insight expert analysed over 1.7 million sales from UK online retailers of traditional Irish ales; Guinness, Murphy’s and Beamish to reveal which regions had the highest increase in sales.

Sales in the UK increased by 78% ahead of St Patrick’s Day, but Bristol, West Midlands, Essex, Hampshire and Nottinghamshire topped the list with the highest increase of sales.

While London is home to a third of the UK’s 400,000-strong Irish-born population it did not make the top 20 regions.

The South West proved to be one of the most popular regions as the tipple more than tripled in sales in Bristol, making it by far the most popular place for St Patrick’s Day celebrations, while Dorset saw an increase of 144%.

While London, home to a third of the UK’s 400,000-strong Irish-born population and a traditional centre for St Patrick’s Day celebrations in the UK, is conspicuously absent from the top 20, the South of England appears most willing to embrace St Patrick’s Day overall, accounting for seven of the top 10 locations.

The final matches of the Six Nations this weekend will no doubt have also encouraged the country to turn green and embrace stouts.

However, the Welsh appear to be carrying their rugby enmity off the field, with no regions from the country featuring in the top 20 list for increases in sales of stout ahead of their Six Nations decider with Ireland.

Increase in sales of Irish stouts ahead of St Patricks Day

by region

 

Bristol	244%
West Midlands	188%
Essex	159%
Hampshire	152%
Nottinghamshire	149%
Norfolk	149%
Dorset	144%
Kent	141%
Tyne and Wear	128%
Oxfordshire	125%
Berkshire	118%
South Yorkshire	117%
Strathclyde	90%
East Sussex	89%
Suffolk	87%
Greater Manchester	77%
West Lothian	68%
Lothian	68%
Lancashire	62%
Cheshire	59%

Methodology

The data is based on sales of Guinness, Murphy’s and Beamish stout in the UK, comparing sales on 14/03/19 with the average from the period 01/02/19-13/03/19. Over 1.7 million sales of relevant products were analysed.

About Criteo

Criteo (NASDAQ: CRTO) is the advertising platform for the open Internet, an ecosystem that favours neutrality, transparency and inclusiveness.

2,700 Criteo team members partner with close to 19,000 customers and thousands of publishers around the globe to deliver effective advertising across all channels, by applying advanced machine learning to unparalleled data sets.

Criteo empowers companies of all sizes with the technology they need to better know and serve their customers.

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from TheMarketingblog http://www.themarketingblog.co.uk/2019/03/which-uk-regions-had-the-highest-increase-in-sales-of-irish-alcohol-for-st-patricks-day/