Beer sales hot up for Waitrose

England retaining the Ashes and mixed weather contributed towards strong trading for Waitrose as sales (excluding petrol) increased by 6% in the week to August 3.

Sports fans took the opportunity to toast the England cricket team after they retained the Ashes at Old Trafford.

Waitrose marketing director Rupert Thomas said: “We were bowled over by a run on beer sales, which were up nearly 18% and world beer sales, which were up an incredible 73%.”

Shoppers are continuing to take advantage of the chance of alfresco dining too. Barbecue foods had a sizzling week with overall sales up 70%.

During the wetter parts of the week, sales suggested the nation turned their attention more towards the kitchen, especially to make desserts, as sales of flan cases rose by 230%, meringue shells by 270% and sponge fingers by nearly 400%.

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