"For Brits, not having alcohol at a barbecue is like forgetting the burters," said Richard Benjamin, MD of Manchester Drinks. Like many alcohol suppliers, Benjamin feels there is significant room for category growth this year as key events drive celebratory sales. "We expect that with the Olympics, Jubilee and Euro 2012, sales will be our highest to-date." Dan Townsend, GM at Treasury Wine Estates UK & Ireland, believes some brands will benefit more than others, particularly those already associated with sunnier climes, such as Australian and Shiraz Cabernet wines - but, retailers could do more to appeal to consumer tastes. "Retailers often overlook red wine when cross-promoting in the barbecue season, despite the fact that many consumers prefer red wines with more pronounced food flavours, rather than lighter whites, to accompany barbecue meat," he said. Traditionally, it is the beer brands that capitalise - and they will be pulling out all the stops this year to ensure that's still the case. Chang Beer is offering a special-edition branded barbecue this summer in an effort to associate its glass bottles with the occasion. Foster's meanwhile, is to roll out a £7.5M campaign in a bid to position Foster's Gold as a mainstream premium lager. Both will be keen to capitalise on the 30% value growth in sales of long alcoholic drinks that mixed social occasions can bring.
