July 4: The Rest of the Story

Information Resources GM Bump Williams told the crowd at the BBD summit that while July 4 beer sales were undoubtedly soft, we must put it into the context of the entire grocery category.For the week ending July 4 (apples-to-apples comparison to week ending July 6 last year), the beer category was down big 7% in food channels. But the entire grocery category was down, with traditional holiday items down big. Carbonated soft drinks were down -13%, salty snacks were down