Total bev-alc recorded a +12% boost in off-premise dollar sales week-over-week (WoW) thanks to the Thanksgiving holiday, according to Circana’s Scott Scanlon in the market research firm’s weekly update (data ending November 26).
The industry also saw a +2% year-over-year (YoY) increase in dollar sales.
“Thanksgiving came early this year in calendar time, but also delivering for beverage alcohol starting last week and purchases continued the week of Thanksgiving,” Scanlon wrote. “Double-digit growth across all categories compared to prior week was a bit more than anticipated given healthy growth the week leading up to the holiday week.
“History would suggest the data will likely retrace a bit for the next couple of weeks prior to Christmas/New Year’s,” he continued.
Spirits recorded the largest YoY gains in the week, with dollar sales up +4.2% and volume up +5.2%. Category dollar sales over the last 52 weeks are now up +6.8% YoY, while volume is up +7.2%.
Ready-to-drink beverages (RTDs) – including ready-to-serve cocktails, spirits-, wine- and malt-based canned cocktails, hard seltzers and hard tea/lemonade – saw a significant Thanksgiving boost, with dollar sales up +9% YoY and volume up +4.5%. The segment has increased dollar sales +6.1% in the last 52 weeks, but volume has declined -1.1%.
“It will be interesting to see if sparkling [wine] toasts the new year or if new RTDs welcome in 2024,” Scanlon wrote.
Beer dollar sales increased +1% YoY, driven by a +11% YoY increase in imports. In the last 52 weeks, beer dollar sales have increased +2.7%, while volume has declined -2.2%.
Constellation Brands’ Modelo returned to the No. 1 beer brand spot in terms of dollar sales, with Anheuser-Busch InBev’s (A-B) Bud Light falling to No. 2. The light lager brand remains the No. 1 beer brand by volume in Circana-tracked channels.