Drinks retailer saw 400% spike in online sales during Boris Johnson’s address

Drinks retailer 31Dover saw a 400% spike in sales when the UK’s coronavirus lockdown measures were introduced last month.

Sales surged by 400% on the evening of 23 March, as Prime Minister Boris Johnson announced a ban on public gatherings of more than two people and said people would only be allowed to leave their homes to buy essential items or exercise.

Britons stocked up on wine and spirits to prepare for a month of solitude, the retailer said, which also recorded a 325% rise in consumers registering for its unlimited next day delivery service between from the end of February to March.

A number of brands that have previously relied on in-trade partnerships are now prioritising e-commerce to stay afloat.

NOAM beer, a Bavarian lager brand with a sleek bottle designed by Swedish creative agency Acne, was founded in 2015 by Berlin native Daniel Noah Sheikh, and over the years has gained listings in high-end London restaurants such as The Chiltern Firehouse, The Ned and The Connaught.

Now, Sheikh started selling his premium-positioned beers on 31Dover “to ensure everybody can continue to have a pleasant moment during these challenging times. The beer is currently listed on the retailer’s website at £2.50 per 340ml bottle.

NOAM beer, a Bavarian lager brand with a sleek bottle designed by Swedish creative agency Acne, was founded in 2015 and over the years has gained listings in high-end London restaurants such as The Chiltern Firehouse, The Ned and The Connaught. (Photo: NOAM)

“The current situation has really tested our business,” he said.

“At NOAM we have always taken incredible pride in providing the on-trade with a unique, high quality product.”

However, since the brand’s primary source of income has been taken away by the coronavirus crisis, “we decided to bring NOAM to our customers at home in collaboration with 31DOVER, to ensure everybody can continue to have a pleasant moment during these challenging times”.

Former DJ David Elghanayan and Jimmy and Roger Metta founded 31Dover in 2013. It has since attracted investors including film producer Eric Fellner and Alistair Barclay, the 30-year-old scion of the billionaire Barclay family, who handed a “low six-figure” sum to the company last October. The investment formed part of a deal that gave 31Dover a valuation of £40m at the end of 2019.

31Dover is one of the UK’s largest online liquor distributors, which is fortunate right now as its sister business, Vanquish, has suffered due to the blanket closure of bars and restaurants in the UK.

Vanquish Wines supplies the premium on-trade, notably hotels, restaurants, clubs and bars, and made around £4 million in sales in 2017.

But now, Laura Riches, 31Dover’s chief marketing officer, has said the company has had to rethink its structure as Vanquish’s sales have come to an abrupt halt.

“Sales in our on-trade business, Vanquish, have slowed right down, so we understand first hand the profound impact that coronavirus is having on the industry,” Riches said.

“We’re fortunate that 31DOVER provides us with a platform to sell directly to consumers, so we’re keen to share this lifeline with the wholesalers and brands who were solely reliant upon the on-trade.”