Flat Sales After Memorial Day: NIQ

Total Alcohol sales trailed year earlier levels in the four weeks ended May 30, NIQ reports. Dollar sales reached $8.6B but fell 4.6% vs a year earlier, while case volume totaled $168.8, down 6.3% vs YA.

On a weekly basis, dollar sales were flat compared to the week ended May 23, holding at $2.2B for a -0.1% WoW standstill. The weekly slowdown can be attributed to demand normalizing post-Memorial Day weekend, however overall performance further points to a pressured environment, as the industry looks to maximize on summer occasions that lay ahead.

Cocktails Gain Ground

Prepared Cocktails was the only category to post growth, NIQ said, with dollar sales up slightly 0.1%, while case volume fell by 5.4%. This slight improvement compared to recent periods suggests strength building amid a key seasonal window for RTDs.

Spirits remained the top decliner, with losses holding steady versus the prior period, as dollar sales fell -5.8% and volume declined -5.3%. • Beer followed, as dollar sales declined -5.2% and volume fell -6.5%. This performance was marginally better than the previous period’s dollar and volume results (-5.5% and -6.9%).

Wine once again experienced the slowest decline among traditional categories, with dollar sales down 4.8% and volume declining -6.4%.

All in all, Total Alcohol trends highlight the ongoing status of instability dragging into May’s end, with divergent levels of pressure across categories. Prepared Cocktails remain in positive territory, though growth is slower than seen earlier this year, while Spirits continues to lead declines. Beer weakness draws on, and Wine remains challenged, yet edges out its fellow traditional categories.

No Major States Showed Growth

Regional results continue to align with Total U.S. softness, with no major states showing growth. Michigan achieved the slowest losses this period, with dollar sales down 1%, followed closely by Ohio down 1.7%. California once again saw the largest declines, with sales falling 8.2%, while Massachusetts followed, down 6.4%.

Volume trends revealed a different perspective relative to dollar performance across the top states. New Jersey led resiliency efforts, with the smallest sales decline of -1.6%, while California (-9.6) and Massachusetts (-7.7%) saw the sharpest decline.

Overall, latest results across major markets are consistent with the instability observed throughout May. Efforts toward stability are driven by Midwest markets, Michigan and Ohio, whereas pressure in California and some Northeast states has remained elevated.

Retail Channels Pressured

Retail channel trends were pressured across outlets, with performance varying by channel. Liquor led sales declines, down -5.4%. This was followed by Convenience -4.9%, Food -3.9%, Mass -2.7%, Club -2.5%, while All Other channels dropped -1.8%.

Volume trends primarily aligned with dollars, with some variation in ranking. Convenience led declines -7.5%, followed by Liquor -7.0%, Food -5.5%, Mass -5.3%, Club -1.5%, while All Others +1.6% achieved growth.

Compared with the four weeks ended May 23, All Others, including Drug, Military and Dollar channels gained the most strength, improving versus its previous dollar (-3%) and volume results (0.0%), though its influence on overall performance was insignificant.

Domestic Super Premium Beer Nears Recovery

Loss-leading beer segments continue to offset pockets of momentum, NIQ said. Domestic Premium led declines (-8.3% in value, -9.4% in volume), followed by Craft (-7.2% in value, -9.0% in volume). Import Beer remained in red (-4.7% in value, 5.6% in volume), while Domestic Super Premium again held the smallest declines (-0.8% in value, -0.6% in volume). Cider experienced growth (+0.4% in value, -1.3% in volume) and Non-Alc Beer (+8.1% in value, +6.7% in volume) continued to offer positive contributions. Domestic Super Premium helped moderate recent Beer results with slower sales declines (-1.9% in the prior period).