UKSA Survey October 2021: Impact of Price Rises and Consumer Behavior

1. Survation UKSA Survey October 2021 Conducted by Survation on behalf of the UK Spirits Alliance Methodology: Online interviews of people aged 18+ living in the UK. Fieldwork: 19 October 2021 Sample size: 2166 1

2. Methodology Fieldwork Dates • 19 October 2021 Data Collection Method • The survey was conducted via online panel. Invitations to complete surveys were sent out to members of the panel. Differential response rates from different demographic groups were taken into account. Population Sampled • Residents aged 18+ living in the UK Sample Size • 2166 Data Weighting • Data were weighted to the profile of all adults in the Midlands and North of England aged 18+. Data were weighted by age, sex, region, highest level of qualification, 2019 General Election Vote, and 2016 EU Referendum Vote. • Targets for the weighted data were derived from Office for National Statistics Data and the results of the 2019 UK General Election and the 2016 EU Referendum. Margin of Error • Because only a sample of the full population was interviewed, all results are subject to margin of error, meaning that not all differences are statistically significant. • For example, in a question where 50% (the worst-case scenario as far as margin of error is concerned) gave a particular answer, with the sample of 2166 it is 95% certain that the ‘true’ value will fall within the range of 2.6% from the sample result. • Subsamples from the cross-breaks will be subject to higher margin of error, conclusions drawn from crossbreaks with very small sub-samples should be treated with caution. 2

3. Q1 To what extent have you been personally impacted by price rises in the following areas? 69% 29% 2% Food prices (inc purchase of alcohol) 69% 29% 3% Home energy costs 63% 34% 3% Fuel costs 44% 50% 5% Eating out 30% 65% 5% Rent/Mortgage payments Impacted (NET) Not Impacted (NET) Don't know Base: All respondents, Unweighted Total=2166 3

4. Q2 Which of the following products/ categories have you bought in the past 3 months at a supermarket, whether online or in-store? Please select all that apply. Cheese 86% Chocolates & Sweets 82% Cakes & Biscuits 81% Red Meat 73% Beer / Cider 54% Fresh Fish 48% Bottle of Spirits, e.g. Vodka / Gin / Whisky 44% None of the above 1% Base: All respondents, Unweighted Total=2166 4

5. Q3 Which of the following products/ categories do you plan to buy in the next 3 months at a supermarket, whether online or in-store? Please select all that apply. Cheese 84% Cakes & Biscuits 79% Chocolates & Sweets 79% Red Meat 73% Beer / Cider 56% Fresh Fish 54% Bottle of Spirits, e.g. Vodka / Gin / Whisky 49% None of the above 2% Base: All respondents, Unweighted Total=2166 5

6. Q3b To assist with the rising cost of living and managing your weekly shopping budget, thinking about the next 3 months, which of these products/ categories would you continue buying with the same frequency as now, continue buying but less often, or stop buying?: 75% 22% 2% 2% Cheese 72% 25% 2% 1% Fresh Fish 61% 34% 2% 3% Red Meat 57% 39% 3% 2% Cakes & Biscuits 56% 39% 3% 2% Chocolates & Sweets 56% 39% 4% 2% Beer / Cider 52% 40% 5% 3% Bottle of Spirits, e.g. Vodka / Gin / Whisky 42% 49% 7% 3% Restaurant takeaways Continue buying with the same frequency as now Continue buying but less often Stop buying completely Don't know Base: Respondents who have bought the food / drink from supermarkets in the past 3 months, Unweighted Total: Bottle of Spirits, e.g. Vodka / Gin / Whisky=959, Beer / Cider=1166, Red Meat=1574, Fresh Fish=1031, Chocolates & Sweets=1780, Cheese=1872, Cakes & Biscuits=1768, Restaurant takeaways=538 6

7. Q5 Thinking about the upcoming Christmas or holiday season, which of the following types of alcohol, if at all you are planning to buy? Select all that apply. 31% 18% Craft Beers 50% 11% 34% 33% Other Beers 36% 14% 36% 18% Cider 44% 12% 36% 19% Gin 43% 14% 27% 19% Flavoured Gin 50% 13% Produced in Britain Produced in other countries Do not buy this product Don't know 12% 18% Dark Rum 63% 11% 13% 17% White Rum 61% 13% 30% 19% Whisky 48% 11% 17% 26% Vodka 51% 13% 25% 24% 55% Wine 10% 18% 35% Champagne/ Sparkling wine 43% 13% 18% 16% Cocktails 59% 15% 18% 16% Pre-mixed spirits 59% 15% Base: All respondents, Unweighted Total=2166 7

8. Q9 At the next budget on 27 October, the level of tax on spirits will be raised by the Retail Price Index (RPI) inflation. RPI Inflation in the UK as of August 2021 is 4.8%. Which of the following statements is closest to your view? 18% 18% 25% 39% Chancellor Rishi Sunak should raise the duty on spirits in line with the RPI inflation Chancellor Rishi Sunak should maintain the duty on spirits in line at the current level Chancellor Rishi Sunak should reduce the duty on spirits Don't know Base: All respondents, Unweighted Total=2166 8

9. Survation. Engaging opinion to inform the future. Survation provides vital insights for brands and organisations wanting to better understand authentic opinion, adding value and credibility to the research we provide to our clients. We are an innovative and creative market researcher and do not believe any single method can always be the right answer to complex client objectives. We conduct bespoke online and telephone custom research, omnibus surveys, face to face research, and advanced statistical modelling and data analysis. Survation is an MRS Company Partner. All MRS Company Partners and their employees agree to adhere to the MRS Code of Conduct and MRS Company Partner Quality Commitment whilst undertaking research. As a member of the British Polling Council, Survation has a strong commitment to transparency and the integrity of our work. The Living Wage Survation is proud to be a Living Wage Employer. This means that every member of staff in our organisation plus any contract staff are paid the London Living Wage. The Living Wage is an hourly rate set independently and updated annually, based on the cost living in the UK. We believe that every member of staff deserves at least a Living Wage. You can find out more about the Living Wage by visiting www.livingwage.org.uk 9