Bev-alc sales continued to decline in the two-week period ending July 12, although mixers and spirits got an Independence Day boost, according to analysis of NIQ data from Goldman Sachs Equity Research.
NIQ 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.
Total alcohol beverage dollar sales slightly declined (-3.7% 2W/ -3.6% 4W). Volume trends remained flat (-5.1% 2W and 4W) while up against steady pricing growth (+1.5% 2W/ +1.7% 4W).
Despite ready-to-drink beverages showing growth in the period, sales velocity for major brands still continue to cool.
Category Highlights
- RTDs: One of the few bright spots, spirits-based RTDs certainly got a boost during the holiday weekend (+21.8% 2W/ +21.5% 4W), while wine-based RTDs still show growth but slowed (+24.2% 2W/ +27.1% 4W).
- Cider: Cider was another positive, sales rose 0.6% in the two-week period (+1% 4W), but volume growth is barely hanging on (0.1%).
- Spirits: The mother spirits are still experiencing flat to modest sales growth (-0.3% 2W/ -0.6% 4W). Volumes rose +5.9%, likely thanks to RTDs, though average prices declined -5.2%.
- FMBs: Sales were flat at -7.1% in the two-week period (-7.1% 4W). Twisted Tea declined 11.2% but saw share gains, while Simply Spiked held steady, down 33.8% (-33.9% 4W). Overall, Boston Beer’s FMB portfolio dropped 9.6% (-9.2% 4W).
- Hard Seltzer: Continuing to lose steam, hard seltzer sales were down 9.6% ( -8.9% 4W), with Truly falling 17% and continuing to lose share.
- Beer: Dollar sales fell 4.3% in the latest two weeks (-4.4% 4W), driven by -5.9% volume declines, partially offset by +1.3% pricing.
- Mixers: Dollar sales saw a jump (+3.6% 2W / +2.4% 4W) while inching into the positive in volume (+0.1% 2W/ -1.2%/4W) with pricing relatively flat (+3.5% 2W/+3.6% 4W).
RTDs Boost Spirits; Hard Tea Shows Triple Digit Growth
In RTDs, major players are seeing some sales losses, while emerging styles are hitting triple-digit growth.
High Noon is still the category leader (26.8% of spirit-based RTD sales) but sales are down (-3.9% 2W/ -3.3% 4W) and velocity is dropping (-20.4% 2W/ -8.4% 52W).
Cutwater follows with 9.2% of share, and sales increasing (+25.5% 2W /+23.7% 4W). Nutrl is also in the positive but seeing a sales dip (+12.6% 2W/ +14.2% 4W). Jack Daniel’s RTD continues to slow (+2.5% 2W/ +4.8% 4W) with distribution holding steady (45% 2W/4W) and sales velocity dipping further into the negative (-17.8% 2W/ -15.8% 4W).
Meanwhile White Claw Spirits Cocktails and Truly Cocktail, which have never been able to translate brand recognition from hard seltzer into strong RTD cocktail traction, saw sales decline -86.5%, and -95.2% respectively in the two-weeks.
Leading the iced tea and vodka trend, the independent (and original) vodka-spiked ice tea, Surfside sees sales continue to skyrocket (+588.9% 2W/ +628% 4W) and is still slightly ahead in distribution (40% ACV) of its Boston Beer competitor, Sun Cruiser (37%) in the last two-week period, which is also seeing triple-digit sales (+640% 2W/ +690% 4W). Sales velocity is where we see the larger gap, with Surfside down -21.8% versus Sun Cruiser at -31.7%.
As for wine-based RTDs, BuzzBallz is still leading the pack in sales growth (+62.1% 2W), with Big Sipz second (+50.9% 2W) and Beatbox following (+35.3% 2W).