In Sluggish Scans, Struggling Seltzer Jumps Out

Dear Client: The latest batch of Circana scans thru October 10 reveals a sluggish four-week frame of beer category sales. Total beer dollars were up only 1.3% in the latest four weeks of multi-outlet and convenience scans, and volume was down 2.5%. These trends fall behind both the 12-week tallies for overall beer (dollars up 2.7% and volume down 1.7%) and its YTD marks (dollars up 2.9% and volume down 2.2%). Indeed, just about everything was moving a little slower