Bev Alc Reaches New IRI High in Week to Christmas: $1.74 Billion

Dear Client: A couple of big headlines are coming out of IRI’s latest one-week sales trends, ended 12/25. “A very merry Christmas as the expected holiday surge delivered and will likely continue forward for another week to account for New Year’s celebrations!” wrote IRI’s Scott Scanlon.  “Consumers clearly filled grocery carts with BevAl as they shopped for Christmas dinner, highlighted in channel shift chart below benefitting Grocery & Mass at the expense of C-store.” In fact, beverage alcohol dollar sales