Total BevAlc sales growth improved slightly with volume performance up across beer, flavored malt beverage, cider and hard seltzer, while dipping negative on sequential basis in wine and spirits categories during the two-week period that ended November 4, 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 just under 1% in the two-week period holding steady compared to the four-week and +2.1% growth in the 12-week period.
- Volume declines slightly moderated, falling -2.3% in the the two-weeks, versus a -2.7% drop in the four-weeks, and -2.5% in the 12-week period.
- Average pricing growth eased, up +3.3% in the two-weeks, versus +4.7% in the 12-weeks.
- Spirits dollar sales growth was up +6.1% in the two-week period, versus +6.5% in the four-week and 12-week period. Volumes were up +6.2%, a slight decline from +6.8% in the four-weeks and +7.8% in the 12-week period.
Ready-to-Drink Cocktails
Dollar sales growth remained strong for spirit-based RTDs but slightly decelerated with sales up +34.4% in the two-week period, versus +35.5% for the four-weeks and +37.4% for the 12-weeks. Wine-based RTD sales were also up +33.1% for the two-week period, compared to +31.8% in the four-weeks and +25.9% in the 12-weeks.
- High Noon sales were strong, up +40.6% for two-weeks, with volumes up +35.4% and pricing up +3.8%. Share expanded (27%) year-over-year but is slipping sequentially.
- Cutwater sales rose +39.2%, with volumes up +30.2% and pricing up +6.9%.
- Jack Daniels’ RTD dollar sales were up +194.8% for two-weeks, albeit off a low base, with its share expanding. Volumes reported an increase of +193.8% and pricing was nearly flat, up +0.3%.
- Dogfish Head Cocktail dollar sales moderated, up +15.7% for the two weeks, versus +19.9% in the four-weeks and +10% 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 +72% in dollar sales in the two week period) following its recent launch in late 2022.
Flavored Malt Beverages
Category sales growth held steady, up +13.1% for two-weeks in line with +13.3% in the four-weeks and +16.2% for the 12-weeks.
- Hard Tea was up +32.2% for two-weeks, led by Twisted Tea with sales growth holding strong, up +31.4% for two-weeks and +36.9% for the 12-weeks.
- Hard Lemonade sales declines continued, down -4.4% in the two-week period versus -4.6% in the four-weeks and -2.6% for the 12-weeks. In that category, Simply Spiked sales growth remained pressured, down 3.9% for the two-weeks, compared to -5.o% in the four-weeks and +0.7% in the 12-weeks.
- Hard Soda dollar sales declined precipitously, down -1.8% for two-weeks versus +12.2% in the four-weeks and +44.9% in the 12-weeks. Hard Mtn Dew sales growth continued to dip, down -35.9% in the two-week period versus -19.8% in the four-weeks and +4.4% in the 12-weeks.
Hard Seltzer
Category dollar sales growth declines held steady in the most recent period.
- Category dollar sales growth was down -13.7% in the two-week period versus -14.4% for the 12-weeks.
- Truly sales remained very pressured, down -23% in the two week period, versus -25% in the 12 weeks.