Breaking Down Beer’s Blowout Fourth

Dear Client: Off-premise tallies from the lead-up to the Fourth are in, and while the bev alc category failed to top last year’s performance, it was still a blowout week for booze. The week ending July 3 represented the 5th highest week of bev alc sales ever, raking in just over $1.624 billion, per IRI multi-outlet and convenience data supplied by the firm’s Scott Scanlon. And of note for you, dear reader, is the fact that the week marked the