What percentage of spirits are sold on promotion in UK supermarkets?

Members report that the proportion of spirits sold on promotion in UK supermarkets varies significantly by category and brand, but typically ranges between 70–80% of volume.

**Key benchmarks from member experience:** - **70/30 split** (70% on promotion, 30% at full price) is cited as a rough industry guide - **80/20 split** reported by some members in their own experience - **Category-dependent variation**: Some categories spike to 80%+ on promotion - **Brand examples**: Baileys is approximately 83% sold on promotion (often funded by supermarkets themselves as a Christmas footfall driver), while Guinness (also Diageo-owned) is closer to 40% on promotion despite being in a similar category

**Context:** Members note that the variation reflects how different brands are used strategically by retailers—premium spirits with less direct competition may have lower promotional penetration, while brands serving as footfall drivers (particularly seasonally) are promoted more heavily.