The increasing consumption of alcohol at home is good news for forecourt retailers, according to a new report by independent market analyst Datamonitor.

In its latest research the company reveals that consumers are increasingly choosing a night at home with a nice meal and good wine in preference to the over-priced and low quality vino often offered at restaurants.

“They would rather watch the big game in the comfort of their own living room with a cold beer in hand than deal with the noise and push and shove of a crowded pub,” says the report, which studied alcohol consumption trends across Europe. “Either way you cut it, consumption of alcohol at home is on the increase – good news for forecourt retailers operating in markets where licences can be approved.”

In 2003 73% of wine and 55% of beer consumed was outside licensed premises, and as smoking bans in bars and public houses become more widespread across Europe, the allure of at-home drinking occasions is set to become all the more tempting.

“The sale of alcohol on the forecourt has the potential to dramatically increase the average basket spend,” said Datamonitor forecourt analyst Pandita Louram. “Furthermore, careful recommendations for complementary food products alongside price and product promotions can deem the sale of

certain alcohols in certain markets extremely lucrative.” Louram added that forecourt retailers must tailor their offerings or risk neglecting a major trend in drinking habits.