Core Beer Bombed, Seltzers Snagged More Share Over July 4

Dear Client: First, the bad news. Beer's performance was less than lukewarm over the recent July 4 holiday. Per Nielsen, for the week ended July 4: -Beer/FMB/cider trends "lagged significantly, nearing pre-COVID growth rates at +6.6%." -It gets worse: Take “beyond beer” products out of that group, and core beer was down 0.8%. "This is the first time since the last week of February that core beer experienced negative growth trends," per Nielsen's VP of Beverage Alcohol Practice, Danelle Kosmal.