Beer Comes Up Short in July 4 Scans

Dear Client: It was a big week for beer, but not big enough. Circana scans for the week ending July 5 show the category generated more than $1.16 billion in sales over the holiday frame, a near 24% increase from the prior week.  Still, the Fourth of July jolt failed to result in any YA growth, as beer dollars declined 1.1% versus last year's holiday week, and volume fell 2.4%.  Needless to say, that's an underwhelming showing for a holiday