Total BevAlc sales growth decelerated slightly with volume up across spirits, wine and cider, while more negative on sequential basis for beer, hard seltzer and flavored malt beverage during the two-week period that ended December 2, according to an analysis of NielsenIQ data by Goldman Sachs Equity Research.
NielsenIQ uses US xAOC (extended All Outlet Combined) including Convenience Stores to summarize multi-channel markets and aggregate all national cross-outlet market data, and includes certain retailers (such as Whole Foods) that other providers do not.
Here’s the top-level view:
- Dollar sales were up 1.4% in the two-week period slightly declining compared to the 1.9% growth in the four-week and 12-week period.
- Volume declines dropped -1.6% in the the two-weeks, versus -0.8% drop in the four-weeks, and -2.2% in the 12-week period.
- Average pricing growth slightly strengthened, up 3.0% in the two-weeks, versus 2.8% in the four-week period and 3.9% in the 12-weeks.
- Spirits dollar sales growth was up 4.4% in the two-week period, nearly steady compared to 4.2% in the four-week and 5.7% 12-week period. Volumes were up 3.1%, a slight decline from 3.2% in the four-weeks and 5.6% in the 12-week period.
Ready-to-Drink Cocktails
Dollar sales growth remained strong for spirit-based RTDs but slightly decelerated with sales up 33.7% in the two-week period, versus 34% for the four-weeks and 35% for the 12-weeks. Wine-based RTD sales were also up 37.1% for the two-week period, compared to 35.9% in the four-weeks and 30.8% in the 12-weeks.
- High Noon sales were strong, up 49.5% for two-weeks, with volumes up 45.3% and pricing up 2.9%. Share expanded (27%) year-over-year but is slipping sequentially.
- Cutwater sales rose 45.2%, with volumes up 40.5% and pricing up 3.3%.
- Jack Daniels’ RTD dollar sales were up 210.4% for two-weeks, albeit off a low base, with its share expanding on a year-over-year base but about flat sequentially. Volumes reported 205.6% and pricing up 1.5%.
- Dogfish Head Cocktail dollar sales accelerated, up 17.6% for the two weeks, but the brand continued to cede dollar share on a year-over-year and sequential basis.
- Fresca Mixed Cocktail continued to gain momentum (up 44.5% in dollar sales in the two week period) following its recent launch in late 2022.
Flavored Malt Beverages
Category sales growth held steady, up 15.2% for two-weeks in line with 15.7% in the four-weeks and 15.1% for the 12-weeks.
- Hard Tea’s growth slightly decelerated up 33.3% for two-weeks, led by Twisted Tea with sales growth holding strong, up 27% for two-weeks and 28% for the 12-weeks with its share continuing to contract on a year-over-year and sequential basis.
- Hard Lemonade sales declines continued, down -1.3% in the two-week period versus -0.1% in the four-weeks and -2.4% for the 12-weeks. In that category, Simply Spiked sales grew 2% for the two-weeks, compared to -2.8% in the four-weeks and 1.2% in the 12-weeks.
- Hard Soda dollar sales grew 2% for two-weeks versus 11.9% in the four-weeks and 27% in the 12-weeks. Hard Mtn Dew sales growth continued to dip, down -27.1% in the two-week period, about the same as the four-weeks (-27.9%) and improved from the -12.4% in the 12-weeks.
Hard Seltzer
Category dollar sales growth declines held steady in the most recent period.
- Category dollar sales growth was down -11.8% in the two-week period versus -13.2% for the 12-weeks.
- Truly sales remained very pressured, down -22.6% in the two week period, versus -23.5% in the 12 weeks.