Beer volume down 3.9% for 4 weeks thru December 31st in Nielsen all outlet data. So beer closed out yr with one of softest 4-week periods of yr, right thru 2 major holidays. Not a good way to end, tho holidays “misaligned” once again, notes Nielsen, as last yr’s 4 week period ended on Saturday, January 2.
Pricing under pressure as total avg beer prices up just 23 cents, 1%. Avg prices lower for FMBs, economy and malt liquor segments. There’s just not a lot of good news in latest report. Trading up cut virtually in half. Above premium segments declined in volume and $$ sales. Still gained share but just 1.2 share of $$ for 4 weeks, compared to 2.2 YTD. Craft volume down 2% for 4 weeks and imports up just 1.6%. Several leading imports actually declined last 4 weeks. Corona down 1%, Heineken down 3%, Dos Equis down 3%. Even growth rates for hottest brands slowed substanitially. Mich Ultra still up 14% for 4 weeks, but 22.2% for full yr. Modelo Especial up 15% for 4 weeks, 23.5% for full yr. Both gained slightly less share short-term too.