Market Watch, Summer 2020

34 MARKET WATCH MARKETWATCHMAG COM SUMMER 2020 44 of total growth in the beer FMB space and grabbed 10 of all beer dollar sales over the Memorial Day weekend Standby Success In terms of individual brands the old stalwarts indeed emerged the winners in both spirits and wine For the year to date ended May 17 2020 Titos vodka sales in IRI channels spiked 381 by volume and 377 by value compared to its already robust growth rates of 209 by volume and 208 by value for the 52 weeks ended December 29 2019 Jack Daniels flagship whiskey was up 191 by volume and 172 by value in the year to date period through May 17 compared to rises of only 39 by volume and 18 by value in the 52 week period through December 29 Further down the list the trends remained striking Smirnoff vodka had actually showed a decline in IRI channels for the 52 week period ended December 29 2019 with volume down 54 and value down 41 But in the 52 weeks ended May 17 Smirnoff rose 84 by volume and 9 by value Jameson Irish whiskey was on fire during that period advancing 247 by volume and 235 by value compared to single digit growth levels in 2019 Rounding out the top five spirits in IRI channels Captain Morgan spiced rum saw sales spikes of 137 by volume and 143 by value through May 17 after slumping 06 by volume and 04 by value in the 52 weeks ending December 29 On the wine side Barefoot had been showing similar difficulties to Smirnoff in IRI channels posting sales declines of TOP TEN DISTILLED SPIRITS BRANDS IN IRI CHANNELS Volume2 Value3 Volume2 Value3 2020 52 Weeks 52 Weeks Year to Date Year to Date Dollar Ending Percent Ending Percent Ending Percent Ending Percent Rank Brand1 Company 12 29 19 Change 12 29 19 Change 5 17 20 Change 5 17 20 Change 1 Titos Fifth Generation Inc 1734 209 3276 208 632 381 1195 377 2 Jack Daniels Black Brown Forman 807 39 1827 18 350 191 789 172 Beverages Worldwide 3 Smirnoff Diageo North America 1480 54 1653 41 608 84 681 90 4 Jameson Pernod Ricard USA 455 56 1230 61 216 247 581 235 5 Captain Morgan Diageo North America 965 06 1374 04 398 137 567 143 Original Spiced 6 Fireball Sazerac Co Inc 794 124 1295 121 351 249 565 234 7 Jose Cuervo Especial Proximo Spirits 694 106 1066 83 340 352 530 371 8 Jim Beam Beam Suntory Inc 735 53 1135 48 320 155 491 150 9 Crown Royal Diageo North America 448 13 1184 08 184 94 490 102 10 Hennessy VS Moët Hennessy 218 83 945 89 95 196 415 207 USA LVMH Total Distilled Spirits 40280 38 60249 63 17520 219 26683 251 1 Excludes flavors 2 Thousands of 9 liter cases 3 Millions of dollars Source IRI TOP TEN DISTILLED WINE BRANDS IN IRI CHANNELS Volume1 Value2 Volume1 Value2 2020 52 Weeks 52 Weeks Year to Date Year to Date Dollar Ending Percent Ending Percent Ending Percent Ending Percent Rank Brand Company 12 29 19 Change 12 29 19 Change 5 17 20 Change 5 17 20 Change 1 Barefoot E J Gallo Winery 9609 38 6523 17 4054 106 2753 107 2 Sutter Home Trinchero Family Estates 5601 40 3900 03 2217 36 1557 52 3 Franzia The Wine Group 5268 13 3487 5290 120 1532 167 4 Woodbridge Constellation Brands 12218 05 3429 31 2229 101 1488 115 5 Josh Cellars Deutsch Family Wine Spirits 3896 38 2585 34 782 470 1199 466 6 Black Box E J Gallo Winery 3996 18 2455 47 1931 223 1177 226 7 Yellow Tail Trinchero Family Estates 1590 276 2415 274 1681 56 1116 68 8 Bota Box Delicato Family Wines 3753 218 2106 215 2019 615 1114 627 Total Wine 126169 11 106411 13 53927 122 45946 149 Less than 005 1 Thousands of 9 liter cases 2 Millions of dollars Source IRI