Everything Coming Up Ultra

Dear Client:  ...AN ULTRA ESPECIAL CHRISTMAS IN SCANS It’s no “bang,” but beer did end its final full week of 2025 scans on a positive note. The category delivered just over $915 million in sales in Circana scans for the week ending December 28, marking a 0.9% increase versus year ago. The 0.9% bump marked beer’s best weekly dollar trend since Easter, and just the sixth week of beer dollar growth over 2025. It also caps a relatively decent December,