Numerator: Beer Most Popular Bev-Alc Buy for Memorial Day Weekend
More than two-thirds (70%) of consumers planning to buy alcohol during Memorial Day weekend will buy beer, according to a survey conducted by market research firm Numerator.
“Beer typically sees a boost in the week leading up to Memorial Day,” Numerator wrote in a press release. “In the week leading up to Memorial Day 2022, beer saw an 11% unit increase (vs. the week prior), and almost one-third of U.S. households (31%) purchased beer in that timeframe.”
This year, 46% of shoppers plan to make beverage-alcohol purchases for the holiday weekend, with beer leading the pack, followed by wine (43%) and spirits (30%). Both spirits (+10%) and hard seltzers’ (+2%) purchasing intent has increased from 2022. Numerator did not specify if consumers say they intend to purchase more malt- or spirits-based hard seltzers.
During the Memorial Day shopping period last year, “light beers, IPAs and seasonal favorites were top picks,” Numerator said. Heineken-owned Lagunitas IPA saw the largest lift in unit sales with a +133% week-over-week increase, followed by Anheuser-Busch InBev’s Bud Light Next (+122%), Molson Coors’ Blue Moon Light Sky (+84%), Constellation Brands’ Corona Premier (+76%), Heineken’s Dos Equis (+76%) and Molson Coors’ Leinenkugel’s Summer Shandy (+72%).
NBWA: May Beer Purchasers’ Index Out of ‘Industry’s Comfort Zone’
Total beer category ordering returned to growth in May after declining in April, according to this month’s Beer Purchasers’ Index (BPI) shared by the National Beer Wholesalers Association (NBWA).
The overall beer category recorded a reading of 52 in May, which indicates expansion. A reading below 50 indicates a segment is in contraction. However, the industry’s at-risk inventory (ARI) – product within one month of its out-of-code date – also expanded with a reading of 61.
“This combination of at-risk inventory and expected beer orders is out of the industry’s ‘comfort zone,’ as the industry does not willingly increase beer orders while sitting on too much inventory,” NBWA chief economist Lester Jones said in a press release.
Last month, the category’s overall index was 49, while the ARI index was 55.
Only two segments entered expansion territory in May 2023: imports with a reading of 75 (up +4 points from May 2022) and below premiums with a reading of 50 (up +10 points from May 2022).
With a reading of 49, premium lights were on the high end of contraction and increased +1 from May 2022. Premium regulars followed with a reading of 43, an increase of +6 from the same month last year.
Craft beer remained in contraction with a reading of 39, a +2 increase year-over-year (YoY).
Cider (29, down from 31 in May 2022) and flavored malt beverages and hard seltzers (26, down from 37 in May 2022) were the only segments to post YoY declines.
CGA: On-Premise Records Strongest Week of 2023
Drinks sales velocity nationwide increased +17% in the week ending May 20, which included Mother’s Day, compared to the same period in 2022, according to CGA, the on-premise arm of market research firm NIQ.
The third week of May was “the most valuable week of the year so far for the U.S. on-premise,” CGA said in a press release. Sales values increased +1% over the week of Valentine’s Day, previously the most valuable week of 2023 for bars and restaurants.
“It is encouraging to see such a positive uplift in sales velocity across total U.S. in the latest week,” regional director for North America Matthew Crompton said in the release.
Nearly all of CGA’s focus markets – California, Florida, Illinois, New York and Texas – recorded double-digit increases in sales velocity YoY, led by California, where on-premise sales velocity increased +20%, followed by Texas (+17%), Florida (+15%) and Illinois (+10%). New York (+9%) recorded the smallest lift of the five states.
All markets also recorded positive week-over-week (WoW) growth for the week ending May 20, compared to the previous week. At +10%, Illinois saw the strongest WoW growth, followed by Texas (+9%), New York (+9%), California (+8%) and Florida (+7%).