STILL GOOD TO BE VODKA
In the 52 weeks to April 22, IRI food and drug scanner data shows it’s still good to be vodka. All the major vodka brands out of the top twenty spirits labels by dollar sales were up high-single or double digits as compared to the same 52 week period a year ago. In order of total dollar sales Smirnoff was number one with an 8.5% increase, followed by Absolut (8.3%), Skyy (8.1%), Ketel One (13.8), Grey Goose (22.2%) and Stoli (13.6%).
As for other spirits categories in the top twenty, cordials showed the most sales growth during the period. Bailey’s Cream grew 13.8% followed by Jagermeister, up 20.5%. Whiskey sales rose solid single digits, with Jack Daniels up 5%, Crown Royal up 4.2%, Jim Beam 3.1% and Seagrams 7 up 2.1%.
Jose Cuervo sales rose 8.3%, while Sauza Tequila was down 1.4%. Looking ahead, however, super-premium Patron was up 63.1% and Don Julio rose 44%. It’s all about premiumization, and not just in the tequila category.
When it comes to rum, several small, niche brands are showing phenomenal sales growth (like Admiral Nelsons and Sailor Jerry). Bacardi was lagging a bit in sales, up 0.7%, with volume down 0.8% during the period. Captain Morgan sales, on the other hand, were up 8.6%.
As for other spirits categories in the top twenty, cordials showed the most sales growth during the period. Bailey’s Cream grew 13.8% followed by Jagermeister, up 20.5%. Whiskey sales rose solid single digits, with Jack Daniels up 5%, Crown Royal up 4.2%, Jim Beam 3.1% and Seagrams 7 up 2.1%.
Jose Cuervo sales rose 8.3%, while Sauza Tequila was down 1.4%. Looking ahead, however, super-premium Patron was up 63.1% and Don Julio rose 44%. It’s all about premiumization, and not just in the tequila category.
When it comes to rum, several small, niche brands are showing phenomenal sales growth (like Admiral Nelsons and Sailor Jerry). Bacardi was lagging a bit in sales, up 0.7%, with volume down 0.8% during the period. Captain Morgan sales, on the other hand, were up 8.6%.
posted at 9:31 AM
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