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Nielsen Webinar Brings Sales Data to Light

By January 28, 2021Top News

A December webinar with Nielsen discussed post-COVID-19 U.S. trends in alcoholic beverages throughout 2020 as well as an outlook for 2021, which is poised for a “strong recovery” in a post-vaccine environment. Data from Nielsen CGA shows U.S. on-premise sales fell to -48% across opened outlets at the start of December, from -30% through November as second-wave restrictions intensified. However, the channel is seasonally less significant in November/December as compared to the Q2 lockdowns. The spirits and wine categories have benefited more from consumers reverting back to big brands, with the top 10 brand families gaining share from smaller brands. Yet, in beer, the top 10 brand families have lost share, mainly to the smaller hard seltzers. Premiumization trends continue as consumers return to on-premise. According to Nielsen CGA on-premise surveys, 54% of respondents are more willing to treat themselves and 41% are more willing to trade up to more premium drinks than pre-COVID.


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