Post-Fourth Scans Continue to Soften

Dear Client: It’s not uncommon to see a holiday hangover in scans, especially after the industry’s biggest selling week of the year. But when Fourth of July trends were only so-so to begin with, and things have only weakened in the weeks since, it stands out. Indeed, with the latest Circana scans through July 26, we now have three weeks of reads following the Fourth, and by and large the trend has been one of broad deceleration. TOTAL BEV ALC