Royal Jubilee prompted Brits to buy wine

Ahead of this summer's events, much was said - both on this blog and in the wider media - about whether or not the Royal Jubilee and London 2012 would encourage Brits to buy wine or not.

Now the first figures have started to filter through into official industry reports, and it seems celebrating Brits did indeed buy wine in honour of Her Majesty's Diamond Jubilee.

Sparkling wine in particular gained ground, increasing in off-licence sales by 12% in the 12 weeks to the end of July 2012, reports the Wine and Spirit Trade Association.

Gin was also a strong performer, up by 8% in value sales over the year to July, indicating a preference for traditionally British celebration drinks as consumers regained their sense of national pride.

However, the upcoming reports will make for even more interesting reading, as much of London 2012 took place throughout August.

WSTA chief executive Miles Beale says: "The mood of the nation has been very positive over the summer thanks to the Royal Jubilee and the build-up to the Olympics, so it's perhaps not surprising to see an increase in sales of those products associated with celebration."