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Hard Seltzers 40% of Off-Prem Growth with 8 Share YTD in Nielsen, Per Bump; Lagers -4 Share to 64

A little over halfway thru the year, hard seltzers are makin’ up ~40% of total beer $$ growth off-premise while still just ~8 share of total beer sales YTD thru Jul 11 in Nielsen All Outlet data, per latest monthly update from Bump Williams Consulting. Imports still second highest growth category in terms of total $$ added, with 18% of total growth and ~21 share of total $$. Premium segment at 30 share yet just 10% of $$ gain. And both superpremium and craft around 9% of total growth. Just another way to show how hard seltzers are “shouldering a heavy load” within beer, sez Bump.

Interestingly, when breaking out beer by top-20 growth styles, light lager and American lagers across all segments were #2 and #3, collectively makin’ up 38.5% of total growth in All Outlet + liquor data YTD. Both light lager and American lager grew about 9% YTD thru Jul 11 in Nielsen off-prem data. But lagers still losin’ over 4 share of $$ collectively and slipped to 64% of tracked off-prem $$, even when lifted by inclusion of growth from Mich Ultra, Modelo Especial and various other Mexican import, superpremium and craft lagers to smaller degrees. FMB/Coolers still outgrowin’ several other styles YTD as #4 growth style, up 19%, $274 mil. But recall, FMBs (ex-seltzer) notably slowed in recent weeks. Bump highlights smaller bustlin’ styles like hazy IPA (+79%), low/no-alc (+39%), and sours (+51%) among others growin’ fast-paced double-digits, adding that NA beers “moving beyond being just a ‘fad,’” and hazy IPAs “poised for a LOT of continued growth.”

 

Aug 3, 2020; INSIGHTS Express, Vol 22, No 164

 

Wide Variation in Big State Beer Shipments Trends thru Jun, from +0.7% in Tex to -14% in NY 


State shipments data suggest US volume -2.8% YTD thru Jun, according to report issued by Beer Inst.  Not surprisingly, trends in biggest beer mkts vary wildly.  Volume off just 0.4% in biggest mkt Calif for 6 mos and up 0.7% in #2 state Tex.  But NY (#4) took a 14.2% hit and Fla (#3) down 4%.  Large Midwest mkts, soft for years, still soft, with Ill -8.6%, Mich -3.2% and OH -4.5%, tho Wisc holding even for 6 mos.  And Pennsy off just 0.5%.  NC down at about natl rate (-2.7%) while GA outperforming, off 1.6%.  A coupla western states well in the black: Ariz (+5.5%), Okla (+4.3%), UT (+2.3%), but tourist-driven Nev got smacked, -12.6%.  Tuffest trend of all: DC down just shy of 20%, sez BI.  Biggest bump:  WVa +8.5%.

 

 July 31, 2020; INSIGHTS Express, Vol 22, No 163

 

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 Beer and Beyond At The Half 2020

Mid-Year Review Webinar from Beer Marketer’s Insights
US Beer Industry Review at the Half presented by Benj Steinman with special guest
Gerry Khermouch 

on Non-Alc Opportunities for the Beer Industry
Wednesday, August 12, 2020
1pm Eastern Time
90-minutes including Q&A

Click Here to Register