SPIRITS IMPROVE FROM THE SUMMER
In the four weeks ending October 7, total spirits dollar sales grew 4.4 % as compared to the same period last year, according to IRI total food and drug scan data. Category volume increased 0.5% during the same period.
QUICK OVERVIEW. Vodka dollar sales, up 7.2%, continued to grow ahead of other categories in October but was only slightly above rum, which grew 6.9%. Tequila, meanwhile, saw dollar sales rise 5.5% in the four week period. Whiskey and gin were close, up 2.7% and 2.9%, respectively, followed by Brandy (2.4%) and cordials (1.7%). Cognac sales were down -0.1%.
Rum saw volume increase 3.5% in the four weeks ending Oct. 7, while Brandy grew 3% and vodka rose 2%. Tequila and whiskey volumes were down -1.3%, while gin was down -1.7% and cognac declined -3.5%.
VODKA. Domestic vodka dollar sales grew 5.4%, while imported vodka sales were up 11.2%. When it comes to pricing, sales of super-premium vodka in the $21-$26 range rose an impressive 92%. The second most successful price category is ultra-premium ($26 and above), which fell far behind with an increase of 12.6%. Mid-value vodka (priced $11-$15.99) sales grew 12.5%, slightly below ultra-premium vodka, although its volume growth was slightly above ultra-premium.
RUM. Ultra-premium ($25 and above) rum sales rose an astounding 127% in Oct, followed by value rum ($6-$9.99) which grew 7.6%. Super-premium ($16-$24.99) rum volume was up 6.2%.
TEQUILA. Ultra-premium and super-premium tequilas are on the rise. The $30 and above category grew 22% by value and 18% by volume, while the $20-$30 category increased 19% by sales and 22% in volume. Premium tequila was in decline, with value down -4% and volume down -8%.
WHISKEY. Sales of Irish whiskey grew an impressive 23%, with North American whiskey up 3% and Scotch up 1.1%. Ultra-premium whiskey ($22 and above) rose 9.3% and super-premium whiskey ($16 to $22) was up 3.4%. Popular whiskey ($8 to $12) sales declined 0.2%.
The top 5 brands ranked by dollar sales experienced the following value change in July: Smirnoff (9%), Bacardi (4%), Captain Morgan (7%), Jack Daniels (3%) and Absolut (7.5%).
Volume is as follows: Smirnoff (3%), Bacardi (0.5%), Captain Morgan (5%), Jack Daniels (-1.4%) and Absolut (4.4%).
QUICK OVERVIEW. Vodka dollar sales, up 7.2%, continued to grow ahead of other categories in October but was only slightly above rum, which grew 6.9%. Tequila, meanwhile, saw dollar sales rise 5.5% in the four week period. Whiskey and gin were close, up 2.7% and 2.9%, respectively, followed by Brandy (2.4%) and cordials (1.7%). Cognac sales were down -0.1%.
Rum saw volume increase 3.5% in the four weeks ending Oct. 7, while Brandy grew 3% and vodka rose 2%. Tequila and whiskey volumes were down -1.3%, while gin was down -1.7% and cognac declined -3.5%.
VODKA. Domestic vodka dollar sales grew 5.4%, while imported vodka sales were up 11.2%. When it comes to pricing, sales of super-premium vodka in the $21-$26 range rose an impressive 92%. The second most successful price category is ultra-premium ($26 and above), which fell far behind with an increase of 12.6%. Mid-value vodka (priced $11-$15.99) sales grew 12.5%, slightly below ultra-premium vodka, although its volume growth was slightly above ultra-premium.
RUM. Ultra-premium ($25 and above) rum sales rose an astounding 127% in Oct, followed by value rum ($6-$9.99) which grew 7.6%. Super-premium ($16-$24.99) rum volume was up 6.2%.
TEQUILA. Ultra-premium and super-premium tequilas are on the rise. The $30 and above category grew 22% by value and 18% by volume, while the $20-$30 category increased 19% by sales and 22% in volume. Premium tequila was in decline, with value down -4% and volume down -8%.
WHISKEY. Sales of Irish whiskey grew an impressive 23%, with North American whiskey up 3% and Scotch up 1.1%. Ultra-premium whiskey ($22 and above) rose 9.3% and super-premium whiskey ($16 to $22) was up 3.4%. Popular whiskey ($8 to $12) sales declined 0.2%.
The top 5 brands ranked by dollar sales experienced the following value change in July: Smirnoff (9%), Bacardi (4%), Captain Morgan (7%), Jack Daniels (3%) and Absolut (7.5%).
Volume is as follows: Smirnoff (3%), Bacardi (0.5%), Captain Morgan (5%), Jack Daniels (-1.4%) and Absolut (4.4%).
posted at 6:12 PM
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