FMB drinkers remain fickle, tryin’ and droppin’ new brands galore. Yet a coupla constants, even in this volatile segment. Mike’s Hard is a steady winner. So is Twisted Tea. Sparkling set of numbers for Mike’s Q1 shared by prexy Phil Rosse. Mike’s depletions up 12% in Q1. How good is that? It’s an acceleration vs +10% in 2016 and an almost a 20-point swing compared to -5.4% trend for FMB segment in Nielsen all-outlet scans. A few more numbers: Mike’s Harder 24-oz cans pickin’ up distribution and +51%, even as 16-oz cans +16%. Cayman Jack now in 15 states, $$ sales +27% in Q1. White Claw hard seltzer #1 in category, Phil sez, and “has highest repeat purchase rate” in segment. Mike’s will boost 2017 A&P spend 20%, Phil reminds, and it will put over $10 mil in mktg $$ behind White Claw this summer. Like Constellation execs, Phil pushing message to distribs/retailers that high end deserves more focus and shelf space. “Currently, the high end only has 33% of the off premise shelf space, but 50% of the dollars and 100% of the growth.”
Meanwhile, Twisted Tea remains brightest spot in Boston’s portfolio. Up 15% in Q1 Nielsen scans, also a 20-pt swing vs category trend. Same scans show Mike’s Harder up 19%, but Mike’s Hard off about a point. Smirnoff Ice portfolio up near 5% yr-to-date. And Redd’s Wicked scratched out 2% gain in Q1. Other big players getting’ clobbered. Not Your Father’s -62%, Henry’s Hard -29%, Redd’s Base -17% and Ritas down 15%. Nielsen report we see doesn’t list Best Damn. But IRI scans thru Mar 19 show top 3 Damns down 53%.