Total BevAlc sales growth decelerated slightly during the two-week period that ended December 30, with volume performance slightly more negative on a sequential basis across beer, wine, spirits and cider, and less positive for hard seltzer and FMBs, 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 down -0.6% in the two-week period, a slight decline compared to the -0.2% growth in the four-week and +0.9% in the 12-week period.
- Volume dropped -3.1% in the two-weeks, versus a -2.8% drop in the four-weeks, and -2.1% in the 12-week period.
- Average pricing growth slightly decelerated, up 2.6% in the two-weeks, versus 2.7% in the four-week period and 3.1% in the 12-weeks.
- Spirits dollar sales growth was up 0.5% in the two-week period, compared to 1.2% in the four-week and 3.8% in the 12-week period. Volumes were down – 0.5%, compared to 0.1% in the four-weeks and 3.3% in the 12-week period.
Ready-to-Drink Cocktails
Dollar sales growth remained strong for spirit-based RTDs but slightly decelerated with sales up 26.2% in the two-week period, versus 28.5% for the four-weeks and 32.6% for the 12-weeks. Wine-based RTD sales were also up 32% for the two-week period, compared to 33.4% in the four-weeks and 33.7% in the 12-weeks.
- Though starting from a strong baseline, High Noon sales decelerated, up 37.4% for the two-weeks, with volumes up 34.1% and pricing up 2.4%. Share expanded (27%) year-over-year and sequentially.
- Cutwater sales rose 40.8%, with volumes up 37.9% and pricing up 2.1%.
- Jose Cuervo, which ranks third in dollar share following High Noon and Cutwater, was down -11.5% in sales, with volumes down -15.1% and pricing up 4.2%.
- Jack Daniels’ RTD dollar sales were up 175.8% for two-weeks, albeit off a low base, with its share expanding year-over-year and slightly down sequentially. Volumes rose 174.8% and pricing was up 0.4%.
- Dogfish Head Cocktail dollar sales decelerated, up 10.6% for the two weeks, as the brand continued to cede dollar share on a year-over-year basis.
- Fresca Mixed Cocktail continued to perform positively (up 36.2% in dollar sales in the two week period) following its recent launch in late 2022 with share continuing to build and ACV at 20% (versus High Noon at 71%).
Flavored Malt Beverages
Category sales growth decelerated, up 11.7% for two-weeks down from 12.7% in the four-weeks and 14.0% for the 12-weeks.
- Hard Tea’s growth slowed during the two-week period, rising 29.2% for two-weeks. Twisted Tea led the way, with sales growth holding strong, up 24% for two-weeks and 23.8% for the 12-weeks with its share continuing to contract on a year-over-year basis but expanding sequentially.
- Hard Lemonade sales declines continued, down -4.2% in the two-week period versus -0.1% in the four-weeks and -2.5% for the 12-weeks. In that category, Simply Spiked sales were flat down -0.1% for the two-weeks, compared to -1.8% in the four-weeks and 0.5% in the 12-weeks.
- Hard Soda dollar sales grew 26% for two-weeks versus 21.2% in the four-weeks and 16.5% in the 12-weeks. Hard Mtn Dew sales growth continued to dip, down -12.9% in the two-week period, versus -15% four-weeks and 21.3% in the 12-weeks.
Hard Seltzer
Category dollar sales growth declines accelerated in the most recent period.
- Category dollar sales growth was down -13.9% in the two-week period versus -12.7% for the 12-weeks.
- Truly sales remained very pressured, down -26.5% in the two week period, versus -23% in the 12 weeks.