After relatively successful launches, both MC and AB hard soda lines may well face tuff road ahead. MCâ€™s Henryâ€™s Hard Soda sold almost 2.3 mil cases, ringing up $81.1 mil in $$ sales in IRI multi-outlet + convenience for full yr thru Dec 25. More than 2/3 of that in original Orange flavor ($55.4 mil), but Henryâ€™s added almost $21 mil in Ginger Ale, $3.9 mil in Cherry and $875K in Variety Pk variants. Collectively, these brands added 1%, virtually all incremental, to MCâ€™s $7.85 bil in $$ sales in IRI MULC. And 0.6% of volume. But this yr, it has to cycle those numbers. And if past is prologue, that ainâ€™t gonna be pretty. Already, Henryâ€™s Hard Soda brands are demonstrating significant seasonality, as they sold 365,000 cases last 12 weeks, far less than Â¼ of yrâ€™s total. Can Henryâ€™s avoid the boom/splat syndrome?
Meanwhile, ABâ€™s Best Damn Root Beer sold 1.7 mil cases, $66.5 mil thru Dec 25. Similarly, over 2/3 of thatâ€™s from Root Beer variant while Cherry Cola ($20.8 mil) and Apple Ale ($2.2 mil) make up the rest. But collectively, Best Damn familyâ€™s a much smaller % of total co sales relative to MC; just 0.4% of ABâ€™s total $$ and 0.2% of volume. As has been case with other alc root beers in the mkt, Best Damn Root Beer already unable to cycle launch. Its $$ down 51% for latest 4 wks, dragging total brand family down 27% for period. Recall, Not Your Fatherâ€™s Root Beer and Coney Island Hard Root Beer have declined at 60-70% rates in recent mos.