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Dear Client: Memorial Day scans have hit from Circana and they are u-g-l-y, with perhaps only a partial alibi: weather. Indeed, spirit dollars were down 0.3% in the week ending May 25, wine dollars were down 4.9% and beer dollars were down 6.4%, bringing the total bev alc dollar trend to a dismal -5.1% for the week. It’s “hard to determine” how much of an impact weather had on the trends above, Circana’s Scott Scanlon wrote in issuing the results,
How Twisted Tea Will Leverage its most “Powerful” Season
Dear Client: Boston Beer is investing heavily in Twisted Tea to protect its share and space of the hard tea category that it practically owns, fronting big media and experiential plans this summer, and driving hot new innovations, like new Light Rocket Pop in the light variety pack. Twisted Tea remains the dominant leader of hard tea with 86% of the category. We caught up with Head of Twisted Tea Erica Taylor to get more details on the brand’s summer
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