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Craft Keeps On Slippin’ in Scans; Volume Down 1.5% for 4 Wks, Flat YTD in Nielsen

Craft beer sales keep on slippin’ in Nielsen scan data, as volume declined 1.5% and $$ down 0.5% for latest 4 wks thru Oct 6 in Nielsen All Outlet data. In fact, craft volume declined in every 4-wk period for the last month and a half in Nielsen, dragging segment volume flat and $$ up just over 1% YTD. Declines are happening across channels too, as craft volume dipped in underdeveloped c-stores (-0.8%) and in grocery (-1.6%) for latest 4 wks thru Oct 6. Yet craft still gained share in c-stores. In grocery, craft lost 0.3 share of volume and 0.6 share of $$ for period. Indeed, scan data paints an increasingly tuff picture for Nielsen-defined craft beer sales at retail.

Gotta note, Blue Moon, Leinenkugel and Shock Top steep double-digit declines are only getting steeper. Removing those brands, which collectively saw volume drop 14% for 4 wks and 9% YTD thru Oct, craft segment improves a little over 2 pts to volume +0.8%, $$ +1.6% for 4-wk period. Meanwhile, Sierra Nevada has kept up improved growth trend since mid-to-late Sep; volume up 4% and $$ up 5% for 4 wks. And both Sam Adams (volume down 6%) and New Belgium (-10%) continue to decline in latest period, tho each improved for 4 wks vs YTD. All remaining Nielsen-defined craft brewers collectively grew volume 2.5% for latest 4 wks; up 5% YTD.

Publishing Info

  • Year: 2018
  • Volume: 9
  • Issue #: 93
Read 457 times Last modified on 12/19/2018

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