Repeat Buyers Driving Bev Alc Sales Growth Off-Premise

We've previously reported on which brands and categories are winning (or losing) for the first half of 2015 [see WSD 10-05-15 and WSD 10-02-15], but the IRI mid-year review also provided some interesting insight into the average consumer basket. SETTING THE STAGE. For the year ending June 28, the overall beverage alcohol category had a 74% penetration rate* in all IRI-measured outlets with 86.8% of purchases coming from repeat buyers. Spirits had the highest penetration rate (49.4%), followed closely by