When weather becomes cold, demand usually increases for mulled wine, hot juice-based drinks, as well as ingredients needed to make them, according to information from ELVI.
Demand for hot drinks with juice in them doubled in November when compared to the same month of last year. Mulled wine sales, on the other hand, increased 8-fold. Experience shows the biggest sales are ahead.
“Purchases made by Latvian residents reflect the face of society. Analyzing this data gives us a look at our everyday lives, traditions and all kinds of habits. Sales data shows that hot drinks like mulled wine have become part of winter for us,” says SIA ELVI Latvija Laila Vartukapteine, adding that when weather turns cold, residents actively purchase ready-made drinks but also different spices to make hot drinks themselves. “Compared to October, demand for cinnamon and mulled wine spices grew by 22% in November. Residents also bought more blackcurrant, which is often used to produce mulled wine at home, as well as strong alcohol. Balsam sales have grown by 15%, whereas sales of various kinds of rum by 65% MoM. Demand also grew for lemons (+9%) and honey (+10%) in November”.
Like mulled wine, hot drinks have a clear seasonal character – demand for them rapidly increases when winter comes. Demand reaches its highest point in December, which means record sales are still ahead.
“Experience shows that December is mulled wine month. It is during this month that sales may grow 50-fold,” says Vartukapteine.
She adds: “Mulled wine or its non-alcoholic alternative – juice-based hot drink – is used to warm up during cold winter evenings, Christmas celebrations, and corporate parties”.
“Considering enormous demand for hot drinks, stores have prepared in advance. Nevertheless, we do urge residents to plan their purchase accordingly. Data from recent years show another tendency – residents more often pick quality and more expensive mulled wine. While several years ago residents picked cheaper products, their habits have changed since then. People do purchase goods at a discount. However, the quality of the purchased products now plays a more important role than it once did,” says Vartukapteine. (BNN/Business World Magazine)
