How the “Ade” Category is Playing Out so Far

Dear Client:   In the latest weekly dive from Circana, evp alcohol beverages Scott Scanlon took a closer look at the up-and-coming "Ade" category's role in wider bev alc.  FIRST, A LOOK AT OVERALL TRENDS. Before we get into that, total bev alc dollars were down 0.7% and volumes were down 2.6% for the week ended October 11 in Circana total US - multi outlet + convenience compared to the same week a year prior. Scott notes that "themes from prior