Online wine boom during lockdown is coming to an end according to new research

Online wine sales have experienced a massive boom during lockdown, but new research suggests that the surge in demand is slowing as pubs and restaurants reopen.

Online searches for wine slowed in July to a year-on-year growth of 17 per cent, falling significantly from a 45 per cent growth seen in June according to new data from Wine Searcher.

Searches for spirits also fell from a 111 per cent growth in April to just seven per cent in July.

The UK seemingly bucked the wider global slowdown, seeing searches for both wine and spirits rise 25 per cent in the last two weeks of July, while beer jumped 47 per cent.

READ MORE: Naked Wines expects 73% sales rise as wine proves popular in lockdown

This contrasted sharply to China, where online searches for wine, spirits and beer dropped 26, 34 and 38 per cent respectively.

Click-throughs for wine, the amount of sales made after a search, were also up 20 per cent in the UK during the last two weeks of July, compared to a 53 per cent fall in China.

The US saw a boost in Spirit click-through’s during the same period, rising 24 per cent thanks to a whopping 120 per cent boost in Indian Whiskey leads.

It comes as the UK’s Naked Wines said last week that it experienced a huge boost in wine orders during lockdown, and expected sales in July to have risen 73 per cent year-on-year.

“The evidence we are seeing across our markets is consistent with our view that Covid-19 has served as an inflection point for the online wine market, with Naked uniquely placed to benefit from that,” its chief executive Nick Devlin said.

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