US lockdown alcohol sales: the latest trends

Trends in value

For the latest seven-week timeframe when Covid-19 heavily impacted consumer behaviour (from the week ending 7 March through the week ending 18 April), Nielsen has recorded the following change in dollar sales in aggregate (from its in-store retail measurement):

  • Total alcohol: +24.4%
  • Beer/FMB/cider: +18.9%

    • Beer, specifically: +11.8%
  • Wine: +29.4%
  • Spirits: +32.7%

Danny Brager, senior vice president of beverage alcohol at Nielsen, commented:

“While the weeks of March 14 and 21 (huge purchasing stock-up) and March 28 (retrenchment) swung wildly between weeks, the week-to-week sales levels since then have been much more consistent – reflected in the latest week ending April 18, 2020.

Despite deep economic impacts, we continue to see premiumisation in the off-premise across all three categories (i.e. the average price per equivalised volume is still ahead of where it was last year). Perhaps we’ll see that slow or reverse in the months ahead, but we also recognise that consumers are transferring money they might have spent on alcohol in a restaurant, bar or tasting room to something they are buying at lower mark-ups from stores or online, or from those on premise establishments that are offering alcohol to go at much reduced prices than ‘normal’.”

One Response to “US lockdown alcohol sales: the latest trends”

  1. Neil says:

    If the alcohol industry is doing that well how our business is 90% down Crown Liquors

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