Market Watch, Summer 2020
amid long periods of sheltering in place The most surprising trend that has remained strong throughout the pandemic is premiumization consumers have continued to trade up despite waves of adverse economic news and all amid the absence of premiumizations main arena the on premise Ultra premium spirits saw a spike of 558 by value in the four weeks ending May 16 in Nielsen channels garnering a total of 3613 million in sales while rising 54 by volume to just over 800000 cases Wine at 20 and above meanwhile rose 40 by value in the five weeks through May 30 and Nielsen added that premium and ultra premium priced products in aggregate were growing considerably ahead of mid price and value priced segments Among specific spirits categories Tequila has shown the fastest growth rising from an already strong pace in 2019 Year on year Tequila sales were up 80 in Nielsen channels in the four weeks ended May 16 while whisk e y sales from a far larger base rose 348 led by Bourbon And vodka despite being in negative territory in Nielsen channels for much of 2019 showed growth of nearly 26 for the same four weeks Among wine categories sparkling wine sales in the four weeks ended May 16 were up 34 by value and 30 by volume versus the year earlier period according to Nielsen exceeding table wines value rise of 306 and volume increase of 252 Imported table wine meanwhile saw spikes of 371 by value and 311 by volume compared to a year ago while domestic table wine was up 282 by value and 232 by volume Beer cider and FMBs also continued to soar in Nielsen channels led by hard seltzers which accounted for SUMMER 2020 MARKETW ATCHMAG COM MARKET WATCH 33 COVID 19 EFFECT ON OFF PREMISE ALCOHOLIC BEVERAGE DOLLAR SALES BY CATEGORY percent change1 Total Alcoholic Period2 Distilled Hard Total Alcoholic Beverages Ending Spirits Wine Beer3 Seltzer Malt4 Beverages e Commerce 1 25 205 48 15 07 2572 38 34 N A 2 22 205 26 04 01 2598 49 30 N A 3 14 20 264 276 81 3080 140 N A N A 3 21 20 750 660 340 N A 420 550 2430 3 28 20 270 270 100 3270 170 220 2910 4 4 20 330 320 120 3000 190 250 4410 4 11 20 324 365 130 3210 194 262 3870 4 18 20 274 141 46 2880 123 159 2340 4 25 20 396 294 119 3240 204 265 N A 5 2 20 386 358 186 3620 281 320 N A 5 9 20 485 358 204 3340 293 348 3388 5 16 20 389 308 163 3110 255 294 1415 5 23 20 331 272 118 2720 209 248 2483 5 30 20 322 242 96 N A 182 222 2550 1 Compared to the same period one year prior 2 1 week period unless otherwise noted 3 Excludes flavored malt beverages seltzer and cider 4 Includes beer flavored malt beverages seltzer and cider 5 4 week period Source Nielsen Tequila shelves at Mollys Spirits in Denver pictured has also been popular among consumers during the Covid 19 crisis growing 60 in the four weeks ending May 16 2020 as compared to 2019 PHOTO BY MATT NAGER
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