Total BevAlc sales growth decelerated modestly in the two-week period ended February 24, reflecting accelerated volume declines and slightly stronger average pricing growth, according to Goldman Sachs Equity Research’s latest analysis of NielsenIQ data.
Nielsen uses US x AOC (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 Market) that other providers do not.
Here’s the overview:
- Dollar sales fell -0.4% in the two-week period, compared to -0.1% in the four-weeks and +0.41% in the 12-weeks.
- Volume growth declines accelerated to -3.7%, versus -3.2% in the four-week period and -2.8% in the 12-week period.
- Pricing growth remained strong, up 3.4% in the two-weeks compared to +3.2% in the four-week period and +3.2% in the 12-week period.
- From a category standpoint, volume performance improved for wine, and decelerated across beer, spirits, FMB, hard seltzer and cider.
Ready-to-Drink Cocktails
Dollar sales growth for spirit-based RTDs were strong, up +29.2% in the two-weeks versus +32.2% in the four-week period and +40.7% in the 52-week period. Volumes were up 27.4% in the two-weeks versus 32% in the four-week period and 42.2% in the 52-weeks. Wine-based RTD cocktail sales were also up slightly in the period at +34.7% compared to +34% in the four-weeks and 21.9% in the 52-weeks, while volumes were up 33.7% compared to 34% in the four-weeks and 18.7% in the 52-weeks.
High Noon outpaced the category, with sales up 46.2% against a 42.6% volume jump and a +2.5% average pricing increase. Still vying for the second spot, Cutwater saw sales rise 24.6%, with volumes up 12.9% and pricing up 10.4%. Elsewhere, Jack Daniel’s RTD dollar sales stayed strong, up 201% for two-weeks, albeit off a low base.
Both Dogfish Head Cocktails (-17.8%) and Truly (-31.4%) posted losses, while up-and-coming Fresca Mixed Cocktails – the result of a partnership between Coke and Constellation – reported a 35.2% increase with +44.3% volume and -6.3% average pricing.
Flavored Malt Beverages
FMB sales decelerated in the two-week period at 9.5%, compared to +10.3% in the four-weeks and +0.8% in the 52-weeks. Volumes were up by 7.5% (+8.5% in the four-weeks) and average pricing growth rose slightly at 1.6%.
Hard Tea’s growth slowed slightly up 22.9% in the two-weeks, led by Twisted Tea with sales up 15.2% versus 20.4% for the 12-weeks.
Hard Lemonade sales sharply declined, down -5.4% in the two-week period versus -4.6% in the four-weeks and +2.8% in the 12-weeks. In that category, Simply Spiked sales decelerated 6.9% in the two-weeks, compared to -0.3% in the four-week period and +47.9% in the 52-week period.
Hard Soda dollar sales grew 50.6% for two-weeks versus +48.5% in the four-weeks and +40.3% in the 52-weeks. Hard MTN DEW growth dipped, down -7.3% compared to -3.7% in the four-weeks and -2.7% in the 52-weeks.
Hard Seltzer
Hard Seltzer sales accelerated slightly -13.1% in the period, worsening from -12.5% in the four-weeks. Volumes were down -15% (-14.7% for four-weeks and -19.8% for 52-weeks), while average pricing remained relatively flat at 2.3%.
Frontrunner White Claw saw flat sales at -0.6% in the two-week period versus 0% in the four-weeks. Truly (-24.7%) Topo Chico Hard Cider (-11.8%), Vizzy (-15.4%) and Corona Hard Seltzer (-79.3%) all saw double-digit losses.