Total BevAlc sales growth accelerated with volume performance improved across beer, spirits, flavored malt beverage and hard seltzer, while decelerating on a sequential basis in wine and cider categories during the two-week period ending October 7, 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 2.1% in the two-week period, compared to 1.8% in the four-week and 3.0% growth in the 12-week period.
- Volume declines slightly moderated, down -2.6% in the the two-weeks, versus the -3.1% drop in the four-weeks, and -2.3% in the 12-week period.
- Average pricing growth eased, up 4.8% in the two-weeks, versus 5.5% in the 12-weeks.
Ready-to-Drink Cocktails
Dollar sales growth remained strong for spirit-based RTD, up 37.4% in the two-week period, versus 34.8% for the four-weeks and 39.8% for the 12-weeks. Wine-based RTD sales were also up 25.8% for the two-week period, compared to 24.8% in the four-weeks and 19.1% in the 12-weeks.
- High Noon sales were strong, up 41.7% for two-weeks, with volumes up 35.1% and pricing up 4.9%. Share expanded (27%) year-over-year but is slipping sequentially.
- Cutwater sales rose 36.2%, with volumes up 26.7% and pricing up 7.5%.
- Jack Daniels’ RTD dollar sales were up 166.8% for two-weeks, albeit off a low base, with its share expanding. Volumes reporting the same and pricing nearly flat up 0.2%.
- Dogfish Head Cocktail dollar sales accelerated, up 9.6% for the two weeks, versus 7.4% in the four-weeks and 5.5% in the 12-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 222% in dollar sales in the two week period) following its recent launch in late 2022 with dollar share continuing to build and all commodity volume in the low-20s (compared to High Noon at around 76%.)
Flavored Malt Beverages
Category sales growth accelerated, up 16.4% for two-weeks in line with 16% in the four-weeks and 18.1% for the 12-weeks.
- Hard Tea was up 37% for two-weeks, led by Twisted Tea with sales growth holding strong, up 30.7% for two-weeks and 36.2% for the 12-weeks.
- Hard Lemonade sales declines accelerated, down -3.1% in the two-week period versus -2.2% in the four-weeks and -1.2% for the 12-weeks. In that category, Simply Spiked sales sharply decelerated, down 6.2% for the two-weeks, compared to -0.9% in the four-weeks and 3.5% in the 12-weeks.
- Hard Soda dollar sales were up 58.8% for two-weeks led by Hard Mtn Dew up 13.7% in the two-week period versus 13.6% in the four-weeks and 18.3% in the 12-weeks.
Hard Seltzer
Category dollar sales growth declines eased in the most recent period.
- Category dollar sales growth was down -13.6% in the two-week period versus -15.6% for the 12-weeks.
- Truly sales remained very pressured but slightly eased, down -24.6% in the two week period, versus 26.9% in the 12 weeks.