Dear Client:
So far, the holidays have provided a reliable boost to bev alc growth in scans.
Indeed, bev alc sales were up mid-single digits for Halloween week, and now “expected Thanksgiving holiday growth” has arrived, writes Circana’s Scott Scanlon in the latest weekly report.
Note, due to the Thanksgiving week holiday shift, Circana first looked at the two weeks to December 1 before digging into weekly trends. “We needed to cycle through choppiness as a late Thanksgiving this year created a comps misalignment,” notes Scott.
For the two-week period in Circana-measured off-premise channels:
- Wine sales were up 8% and volumes were up 4%
- Spirits sales were up 7% and volumes were up 9%
- Beer sales were up 3% and volumes were up 2%
Keeping the shift in holiday timing in mind, here’s a look at the latest weekly trends to December 1.
Total bev alc sales were up 28% compared to the same week a year ago, and up 13% compared to the prior week in absolute dollars. Impressive double-digit (and in some cases triple-digit) growth was seen across the board.
Spirits sales were up nearly 33% and volumes were up 34.5% for the holiday week. Total wine sales were up nearly 36% and volumes were up 22.5% for the week. And the ready-to-drink category grew sales by nearly 34% and volumes by 29%.
Several sparkling (and semi-sparkling) wine brands saw a huge lift for the week, with La Marca, Stella Rosa, Andre, Cooks and Korbel all up over 100%. These brands are all priced under $15.
A handful of spirits and RTD brands also logged triple-digit growth, with Don Julio up 142%, Nutrl up 110%, The Long Drink up 128%, Big Sipz up 200%, and Carbliss up a whopping 300% for the holiday week.
“If history is consistent we should see similar outperformance this coming Christmas, although next week expect post-holiday retracement then a steady climb up to the holiday at year-end,” writes Scott.
ON-PREMISE SNAPSHOT. Turning to the on-premise, sales velocity for the average US outlet was up 88% for the Thanksgiving holiday compared to the week before, according to recent CGA data. That growth was driven by a 176% increase in average check values, while traffic was down 32%.
CGA notes the number of outlets open on Thanksgiving was down 51%.
Looking at future visitation, three in five consumers are likely or very likely to visit the on-premise during the Christmas holiday period, with 47% planning to visit the on-premise to celebrate the new year.
FULL GLASS WINE CO. ACQUIRES WINE ACCESS
Full Glass Wine Co. has made another acquisition in the direct-to-consumer wine space, announcing yesterday the acquisition of Wine Access. Financial details were not disclosed.
Recall, Full Glass launched about two years ago by industry veterans Neha Kuman and Louis Amoroso with ambitions to bring a range of DTC wine companies under a single roof [see WSD 09-09-2024]. The Wine Access deal marks the company’s 7th acquisition in the last 17 months, per release.
The company also recently acquired the Cameron Hughes, Windsor and Vinesse wine brands from Vintage Wine Estates as part of the latter’s bankruptcy proceedings [see WSD 09-24-2024]. The transaction was valued at $3.2 million in cash.
Full Glass Wine Co.’s acquisition portfolio also includes Winc, Bright Cellars, Wine Insiders, Scout & Cellar and Splash Wines.
“We are thrilled to welcome Wine Access and Cameron Hughes Wine into the Full Glass Wine Co. family,” said co-founder Neha, who serves as coo. “Both brands are industry leaders in wine discovery and curation, and they bring deep expertise, strong reputations, and their established reputations make them an ideal fit for our rapidly growing portfolio. By combining their expertise with our DTC model, we’re creating more opportunities for wine enthusiasts to access exceptional wines tailored to their preferences.”
Silverwood Partners served as the buy-side financial advisor to Full Glass on the Wine Access acquisition.
WSD BRIEFS:
PENELOPE BOURBON LAUNCHES HAVANA. Penelope Bourbon, part of MGP Ingredients’ Luxco portfolio, announced today the latest release in its Cooper Series of cask finishes, Havana. Havana takes Penelope’s signature Four Grain Straight Bourbon Whiskey aged four years, which is then aged another 12 months in Caribbean rum casks and one month in maple syrup barrels. The whiskey is bottled at 93 proof. A limited allocation of 4,500 cases (6-in) will be available at a suggested retail price of $80 a 750ml.
TRES AGAVES TEQUILA NOW THE OFFICIAL PARTNER OF THE NEW YORK RANGERS. Trinchero Family Estates’ Tres Agaves Organic Tequila will be the exclusive tequila partner of the New York Rangers for the 2024/2025 and 2025/2026 seasons. As part of the partnership, Tres Agaves will host fan-focused experiences, arena activations and giveaways.
ARCHER ROOSE STRIKES PARTNERSHIPS WITH MULTIPLE RESTAURANT AND HOSPITALITY CHAINS. Earlier this year, canned wine brand Archer Roose partnered with entertainment venue operator Levy, bringing Archer Roose to more than 240 Levy-managed concession areas nationwide [see WSD 10-15-2024]. Now the company has also inked partnerships with Atrium Hospitality-managed hotels, Vail Resort Group locations, STK Steakhouse and Kona Grill to-go menus, Old Chicago restaurants and Punch Bowl Social entertainment spaces. “Our success on-premise shows that with the right wines in the right format, wine lovers can now enjoy a premium wine experience no matter where they are, while owners and operators benefit from controlled pours, less waste and efficient service in high-traffic environments,” says Archer Roose ceo and founder Marian Leitner-Waldman. You can catch Marian at the upcoming Beer, Wine & Spirits Summit, where she’ll discuss leveraging on-premise experiences and partnerships to connect with more consumers.
SUMMIT ROOM BLOCK ENDS TOMORROW! The 2025 Beer, Wine & Spirits Summit is fast-approaching, and the room block we’ve secured at The Breakers is ending December 11. Reserve your room here. The Summit is taking place January 12-14, 2025 at The Breakers in Palm Beach, FL. You can register and check out the agenda here.
Until tomorrow,
Your editors
Sarah Barrett, Executive Editor
Hana Kruger, Editor
“I dwell in possibility.” – Emily Dickinson
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YTD sell days Over/Under: -1
