Bev-alc’s negative trends remained relatively unchanged ahead of Labor Day, according to the latest weekly report from market research firm Circana.
In the week ending August 24, total bev-alc dollar sales in Circana-tracked off-premise channels declined 2.2% year-over-year (YoY), while volume, measured in case sales, fell 3.8%. In the previous week (data ending August 17), dollar sales were down 2.7% while volume declined 4.3%.
Within bev-alc, spirits remained the only category with YoY dollar sales (+3.6%) and volume (+11.2%) growth. However, the category’s growth continues to slow compared to the previous two weeks: week-ending August 17, dollar sales +3.9%, volume +12.2%; week-ending August 10, dollar sales +6.3%, volume +14.7%.
Beer dollar sales declined 2.9% YoY in the latest week, while volume was down 4.4%, with both figures consistent compared to the previous week (dollar sales -2.7%, volume -4.3%).
Wine continues to lead bev-alc declines, with dollar sales declining 5% and volume down 6.2% in the latest week. The category’s YoY losses were slightly improved from the previous week (dollar sales -5.5%, volume -6.6%), but remained steeper than the week prior (dollar sales -4.1%, volume -5.2%).
“Upcoming, expect to see a surge within the data for Labor Day, although it will be ‘partial data’ with data period ending Sunday vs. Labor Day Monday holiday,” Circana EVP of BevAl Scott Scanlon wrote.
“Almost a certainty we will see a surge within hypergrowth spirit RTDs [ready-to-drink cocktails], the area of focus will be the beer category and how much growth will be realized from the brands to close out the summer season.”
Spirits-, wine- and beer-based RTDs continued to post dollar sales growth (+3.4%) and volume losses (-1.6%). The category recorded the largest shift compared to previous weeks, with volume growth decelerating and volume declines accelerating: week-ending August 17, dollar sales +4.1%, volume -0.3%; week-ending August 10, dollar sales +6.2%, volume +1.2%.
In the last 52 weeks (ending August 24), growth in the RTD segment was led by ready-to-serve (RTS) premixed cocktails (large size dollar sales +40.3%, volume +50.6%; small size dollar sales +35%, volume +34.2%) and spirits-based hard seltzer (dollar sales +2.3%, volume +1.9%).
Every other RTD segment was in the red over the last 52 weeks, except for “all other FAB” (dollar sales +4.8%, volume +3.7%), a.k.a. flavored adult beverages that do not fall under any of the following segments:
- Hard lemonade/tea (dollar sales -1.6%, volume -3.8%);
- Hard soda (dollar sales -30.8%, volume -30.7%);
- Hard kombucha (dollar sales -18.9%, volume -18.5%);
- Coolers (dollar sales -67.2%, volume -64.8%);
- Frozen (dollar sales -16%, volume -12.4%);
- And spritzers (dollar sales -7.2%, volume -9.9%).
Within hard seltzer, malt-based offerings posted the largest declines (dollar sales -5.3%, volume -8.1%), followed by wine-based (dollar sales -2.3%, volume -3.3%).
Within spirits-based RTDs, significant YoY gains continued in the latest week for top brand families such as:
- Sazerac’s BuzzBallz, dollar sales +71.6%, volume +76.5%;
- BeatBox, dollar sales +14.3%, volume +12.1%;
- Anheuser-Busch InBev’s (A-B) Cutwater Spirits, dollar sales +89.5%, volume 90.7%;
- Stateside’s Surfside, dollar sales +409.2%, volume +368.7%;
- Boston Beer Company’s Sun Cruiser, dollar sales +411.3%, volume +441.7%;
- Atomic Brands’ Monaco Cocktails, dollar sales +26.9%, volume +27.9%:
- Carbliss, dollar sales +48.5%, volume +51.6%;
- And Long Drink, dollar sales +48.5%, volume +51.6%.
Within beer (excluding non-alcoholic [NA]), hard cider continued to lead YoY gains (dollar sales +7.5%, volume +7.6%), boosted by the third consecutive week of double-digit growth by Boston Beer’s Angry Orchard (dollar sales +13.8%, volume +13.4%).
Domestic super premium beer also continued to post YoY gains (dollar sales +3.1%, volume +2.8%), as well as NA beer (dollar sales +25.8%, volume +25.5%).
Notable beer brand family performances in the latest week included:
- A-B’s Michelob Ultra, dollar sales +3.5%, volume +3%;
- Diageo’s Smirnoff, dollar sales +5.6%, volume +3%;
- Constellation Brands’ Pacifico, dollar sales +25.8%, volume +21.4%;
- Geloso Beverage Group’s Clubtails, dollar sales +8.6%, volume +10%;
- Constellation’s Victoria, dollar sales +23%, volume +21.4%;
- Kirin-Lion’s Bell’s, dollar sales +4.5%, volume +3.2%:
- NA-maker Athletic, dollar sales +22%, volume +22.5%.
Among top beer brand families, notable accelerations in declines were recorded by (in order of year-to-date dollar sales):
- Molson Coors’ Leinenkugel’s, dollar sales +10.4%, volume +13% (previous week dollar sales +4.4%, volume +6.1%);
- The Gambrinus Company’s Shiner, dollar sales -13.2%, volume -13% (previous week dollar sales -8.1%, volume -7.7%);
- Founders, dollar sales -9.9%, volume -10.4% (previous week dollar sales -4.3%, volume -4.6%);
- A-B’s Goose Island, dollar sales +4.9%, volume -3.1% (previous week dollar sales +40.1%, volume +50.8%);
- A-B’s Kona, dollar sales -23.7%, volume -32.4% (previous week dollar sales -3.7%, volume -2.6%);
- A-B’s Elysian, dollar sales -4.9%, volume -9.6% (previous week dollar sales +0.3%, volume -0.7%).