SPIRITS SALES UP 2% IN MARCH
According to food and drug scan data from Information Resources (IRI), U.S. spirits dollar sales grew 1.8% from the previous year in the four weeks ending March 25, while volume was down 0.6%. Vodka sales rose 6% followed by tequila (4.7%), rum (3%), whiskey (0.2%) and gin (0.1%). The cordial, brandy and cognac categories were all down 2.5%, 6.1% and 6.5%, respectively.
Imported vodka sales showed the most success with a 15.6% rise, leaving domestic vodka with a growth of only 1.6%. When it came to the whiskey category, Irish whiskey sales were the highest, up 23.2%, while all other whiskey subcategories were down. Domestic gin, down 2.9%, held the category back while imported gin sales grew 4%. At the same time, Amaretto was the only cordial subcategory to post must growth (8.8%).
Meanwhile, vodka’s volume was up 2.1%, followed by tequila at 1.1% and rum at 1.4%. All other category volume was down.
When it came to pricing, the ultra- and super-premium categories took the cake. Super-premium vodka (priced $21-$26) rose a whopping 82%, followed far behind by ultra-premium, up only 20%. Ultra-premium whiskey ($22 and above), rum ($25 and above), tequila ($30<) and gin ($26<) all posted the highest sales at 5%, 52%, 30% and 17.2%.
The top five brands for the four weeks ending March 25 are as follows: Smirnoff (sales up 8.2%), Bacardi (sales down 1%), Captain Morgan (8%), Jack Daniels (2%) and Absolut (11.6%).
Imported vodka sales showed the most success with a 15.6% rise, leaving domestic vodka with a growth of only 1.6%. When it came to the whiskey category, Irish whiskey sales were the highest, up 23.2%, while all other whiskey subcategories were down. Domestic gin, down 2.9%, held the category back while imported gin sales grew 4%. At the same time, Amaretto was the only cordial subcategory to post must growth (8.8%).
Meanwhile, vodka’s volume was up 2.1%, followed by tequila at 1.1% and rum at 1.4%. All other category volume was down.
When it came to pricing, the ultra- and super-premium categories took the cake. Super-premium vodka (priced $21-$26) rose a whopping 82%, followed far behind by ultra-premium, up only 20%. Ultra-premium whiskey ($22 and above), rum ($25 and above), tequila ($30<) and gin ($26<) all posted the highest sales at 5%, 52%, 30% and 17.2%.
The top five brands for the four weeks ending March 25 are as follows: Smirnoff (sales up 8.2%), Bacardi (sales down 1%), Captain Morgan (8%), Jack Daniels (2%) and Absolut (11.6%).
posted at 1:47 PM
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