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NielsenIQ Data Update Shows Flat Summer Holiday

By August 27, 2021Top News

The total fast-moving consumer goods market experienced “relatively flat” trends, up 0.2% in dollars compared to 2020 during the Fourth of July holiday week. Off-premise alcohol sales declined for the 2021 holiday compared to 2020, an expected, moderate decline given the shift back to on-premise establishments, reported analysts. While off-premise alcohol sales declined by 4.8% compared to July 4, 2020, sales were “above the norm” for off-premise, with dollar sales up 11% compared to July 4, 2019. Spirits experienced the least declines, down 2.7% compared to last year, but up 25% compared to two years ago. Beer/FMB/cider was down 5.1%, up 7% from 2019. Core beer, excluding FMBs and seltzers, experienced the strongest declines, down 7%, -2.9% from 2019. Wine declined by 6.1% compared to the year prior, but is up 10% in off-premise channels compared to 2019. Spirit ready-to-drink beverages (RTDs) led growth, up 67% compared to the 2020 holiday, and wine cocktails were up 40%. Hard seltzer growth was slower, but still surpassed 2020 sales, up 9%. Hard tea and kombucha also increased in sales compared to last year, up 7.2% and 17.4%, respectively. The top five spirit RTD brands (ranked by dollars) in NielsenIQ off-premise channels were High Noon, Cutwater, On The Rocks, Monaco and Crown Royal.

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