Craft wasn’t the only segment to record some improvement in recent scans, according to the latest monthly report from market research firm Circana.
Total beer remains in the red year-to-date (YTD) through August 10 (dollar sales -4.4%, volume -2.9%) in Circana-tracked off-premise channels (total U.S. multi-outlet plus convenience). However, those declines slowed in the last four weeks (L4W), with dollar sales declining 1.2% year-over-year (YoY) and volume down 2.9%.
Within beer, one of the most notable improvements came from imports, still the largest beer segment by YTD dollar sales despite its down year. Import dollar sales were flat in the L4W, while volume was down 2.1% YoY. Import dollar sales have declined 2.3% YTD, while volume has fallen 4.1%.
Imports also rose back into the black in convenience stores in the last month, with dollar sales increasing 1.7% YoY while volume was flat. The four-week trends are well above YTD figures, which have dollar sales down 1.7% and volume falling 3.3%.
Imports’ declines remain in grocery (L4W dollar sales -1.4%, volume -3%) but improved slightly compared to YTD trends (dollar sales -2.4%, volume -4%).
Across all outlets, hard cider also recorded a notable acceleration in sales, with dollars up 4.9% and volume increasing 4.8% in the L4W, posting the third largest percentage growth within beer. The segment’s dollar sales (+0.4%) and volume (-0.1%) are now about flat YTD.
The hard cider segment recorded even larger improvements in c-stores, with dollar sales growth entering the double digits in the L4W (+10%) and volume not far off (+8.3%). The latest growth is more than double the segment’s YTD figures (dollar sales +4%, volume +2.6%).
Hard cider also entered the black in grocery (L4W dollar sales +2.2%, volume +2.9%) with YTD trends now nearly flat (dollar sales -1%; volume -0.9%).
Other beer segments in the black across all outlets included domestic super premium (L4W dollar sales +5.7%, volume +5.5%; YTD dollar sales and volume +3.1%) and non-alcoholic (NA) beer (L4W dollar sales +22.3%, volume +22.6%; YTD dollar sales +22.5%, volume +24.2%).
All other beer segments remained in the red, but nearly all recorded improved trends in the L4W compared to YTD:
- Domestic premium, L4W dollar sales -4.4%, volume -6%; YTD dollar sales -6%, volume -7.3%;
- Domestic sub-premium, L4W dollar sales -1.2%, volume -2.6%; YTD dollar sales -1.7%, volume -3.5%;
- Craft, L4W dollar sales -3.1%, volume -4.9%; YTD dollar sales -4.7%, volume -6.2%;
- Hard seltzer, L4W dollar sales -2.9%, volume -5.4%; YTD dollar sales -5.5%, volume -8.3%;
- Assorted, L4W dollar sales -25.9%, volume -27.3%; YTD dollar sales -28.8%, volume -30.3%.
Flavored malt beverages (FMB) was the only segment to record accelerated declines in the L4W (dollar sales -2.7%, volume -5%) compared to YTD (dollar sales -2.4%, volume -4.5%).
FMB dollar sales declines may have been even steeper if not for notable price increases. In the L4W, the segment’s average price per case increased by $0.98, to $41.27, the second-largest increase in the period behind hard seltzer (+$1.05, to $40.52). YTD, FMB’s average price per case increased by $0.89, to $41.29, the third-largest increase behind hard seltzer (+$1.18, to $40.46) and assorted (+$1.01, to $48.12).
Among the top 25 beer vendors, all but five vendors recorded improved or flat trends in the L4W compared to YTD. Those five vendors include:
- No. 5 Boston Beer Company, L4W dollar sales -6.4%, volume -8.2%; YTD dollar sales -5.5%, volume -7.4%;
- No. 11 Sierra Nevada, L4W dollar sales -0.3%, volume -2.5%; YTD dollar sales +0.8%, volume -0.5%;
- No. 17 Athletic Brewing, L4W dollar sales +16.3%, volume +17.2%; YTD dollar sales +22.2%, volume +23.8%;
- No. 23 Monster Brewing (excluding craft beer brands), L4W dollar sales -29.3%, volume -28%; YTD dollar sales -24.8%, volume -23.5%;
- And No. 25 Happy Dad, L4W dollar sales +14.2%, volume +13%; YTD dollar sales +15.8%, volume +15.6%;
Four vendors in the red YTD improved to YoY dollar sales growth in the L4W, including:
- No. 2 Constellation Brands, L4W dollar sales +1.4%, volume -0.9%; YTD dollar sales -0.9%, volume -2.9%;
- No. 4 Mark Anthony Brands, L4W dollar sales +0.4%, volume -2.4%; YTD dollar sales -0.4%, volume -3%;
- No. 22 Artisanal Brewing Ventures, L4W dollar sales +1.2%, volume +0.9%; YTD dollar sales -1.8%, volume -2.7%:
- And No. 24 Canarchy (a.k.a. Monster Brewing’s craft beer brands), L4W dollar sales +0.7%, volume -3.9%; YTD dollar sales -0.3%, volume -1.6%.
Tilray Brands also recorded notable improvements. The Canadian cannabis firm turned total beverage company recorded single-digit declines in the L4W (dollar sales -8.2%, volume -5%) after consistently recording double-digit losses (YTD dollar sales -14.6%, volume -13.4%).
Tilray’s improvements come as the company continues to execute Project 420, including cutting SKUs and consolidating operations.
Beyond the aforementioned companies, two other top vendors were in the black YTD, including No. 7 Diageo (YTD dollar sales +2.3%, volume +0.2%; L4W dollar sales +4.6%, volume +2.4%) and No. 13 Geloso Beverage Group (YTD dollar sales +7.2%, volume +6.7%; L4W dollar sales +9.8%, volume +8.8%).
All other top 25 vendors remained in the red:
- No. 1 Anheuser-Busch InBev (A-B), YTD dollar sales -2.4%, volume -3.4%; L4W dollar sales -0.6%, volume -2%;
- No. 3 Molson Coors, YTD dollar sales -5.6%, volume -7%; L4W dollar sales -4%, volume -5.4%:
- No. 6 Heineken USA, YTD dollar sales -8.7%, volume -8.8%; L4W dollar sales -7.7%, volume -8.3%;
- No. 8 Kirin-Lion (New Belgium/Bell’s), YTD dollar sales -3.4%, volume -5.1%; L4W dollar sales -2.6%, volume -4.1%;
- No. 9 Pabst Brewing, YTD dollar sales -9.2%, volume -9.4%; L4W dollar sales -6.5%, volume -6.9%;
- No. 10 D.G. Yuengling & Son, YTD dollar sales -6.9%, volume -7.2%; L4W dollar sales and volume -5.4%;
- No. 12 FIFCO USA, YTD dollar sales -12.2%, volume -12.6%; L4W dollar sales -10.8%, volume -10.5%;
- No. 14 Phusion Projects, YTD dollar sales -4.7%, volume -7.4%; L4W dollar sales -1.4%, volume -4%;
- No. 16 Sazerac, YTD dollar sales -9.9%, volume -13.6%; L4W dollar sales -9.7%, volume -11.7%;
- No. 18 The Gambrinus Company, YTD dollar sales -8.8%, volume -8.9%; L4W dollar sales -4.6%, volume -5.7%;
- No. 19 Mahou USA, YTD dollar sales -4.8%, volume -5.9%; L4W dollar sales -4.8%, volume -5.4%;
- No. 20 Firestone Walker, YTD dollar sales -3.8%, volume -6.7%; L4W dollar sales -3.1%, volume -5.4%;
- No. 21 Sapporo-Stone, YTD dollar sales -2.1%, volume -0.8%; L4W dollar sales -1.5%, volume -1.1%.