Hard Lemonade Tops Sales Growth in Beer, RtD Martinis Lead Spirits: Drizly
Hard lemonade experienced the highest year-over-year sales increase last month within the beer category, Drizly said. It’s showing strong growth against other hard alternatives as well; in April 2023, hard lemonade doubled its share within the specialty beer/alternatives subcategory year-over-year, moving from 2% to 4%. The top-selling SKU was the new Simply Spiked Lemonade Variety Pack.
Ready-to-drink martinis led spirits growth again last month. Drizly users reached for a wide range of martini flavors in their RTD purchasing; among the top five products within the category were On The Rocks Effen Vodka Espresso Martini Ready To Drink, Batch & Bottle Hendrick’s Gin Martini Ready To Drink Cocktail, Heublein Dirty Martini with Wheatley Vodka, Loverboy Espresso Martini, and Two Chicks Sparkling Cranberry & Lime Tartini Vodka Cocktail.
Within the wine category, Port blends made a strong showing last month, led by top-selling brands Taylor Fladgate, Dow’s, and Quinta Do Monte.
Wine won out on Easter, surpassing liquor as the top-selling category on Drizly on Easter Sunday. Wine held 42% share of sales on Easter Sunday compared to 38% share in April overall, while liquor dropped from 45% share in April overall to 40% share on Easter Sunday. Beer held steady at 15% share.
The Champagne and sparkling wine subcategory specifically experienced strong share gains on Eastern weekend, holding 26% of wine category share versus 22% in April overall. These share gains were specifically driven by the Prosecco and sparkling rosé subcategories.
Happy Dad hard seltzer led growth in the beer category last month, showing a continued interest in new hard seltzer brands. Following its strong showing in January and February, boxed RTD cocktail brand Beatbox Beverages also saw breakout growth in April 2023. Within the wine category, the well-known Châteauneuf-du-Pape producer Domaine du Vieux Télégraphe experienced strong growth year-over-year.
Drizly users ordered more frequently on the weekends in April 2023, compared to one year prior. Saturday was the top order date last month, accounting for 22% of share, while Friday held the top spot in April 2022. Sunday also experienced strong gains, moving out of the least-common ordering day in April 2022 into the fifth position in April 2023.