Control States Gain 10% in October

Volumes for control states grew 9.9% in the 52 weeks to October and 3.7% year to date, writes UBS analyst Melissa Earlam based on NABCA data. Control states benefited from an extra Friday and extra selling week in Michigan and Utah.“We see mixed signals about premiumization,” noted Melissa. For example, the vodka category grew 13.5% in the period but brands show various gains. Ultra premium Grey Goose grew 4.5%, while premium Smirnoff rose 4.6% and Popov vodka, a value brand,