CSP Magazine

Beverages: Alcohol 2015 (Beer, Wine & Spirits)

Where the Gains Are

C-store sales, 52 weeks ending Dec. 28, 2014

Imports, domestic superpremium, craft and cider were bright spots in the beer and alcohol category in 2014. While the two biggest segments—domestic premium and subpremium—languished, these smaller yet more popular subcategories picked up the slack.

Spirits and wine also posted another strong year of dollar and case growth, according to IRI.

Beer

Beer typeC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Domestic premium$8,643.6-0.1%401.8-0.7%
Domestic subpremium$3,214.5-3.0%200.4-3.8%
Import$2,207.313.3%71.410.9%
Domestic superpremium$1,392.711.4%47.38.9%
Progressive adult beverages$948.03.3%28.22.8%
Craft$622.626.6%16.423.4%
Domestic malt liquor$414.12.9%23.10.5%
Cider$108.5124.7%3.1126.5%
Nonalcohol$10.01.7%0.5-0.7%
Total beer$17,561.63.1%792.10.7%

Spirits

 C-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Spirits$928.814.1%6.36.3

Wine

Wine typeC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Table$801.18.1%9.47.1%
Sparkling$37.713.5%0.313.4%

Source: IRI

* Percent change from a year ago


 

Category Insight

Purchases of alcohol beverages vary significantly by the day of the week, according to an analysis of c-store POS data by Management Science Associates. Beer is most commonly purchased on the weekend (Friday and Saturday), which sees more than 40% of sales. For wine and liquor, purchases are heavier on the weekend but more spread out across the week than beer.


Latest Quarter: Beer UPCs

C-store sales, 13 weeks ending Dec. 28, 2014

C-store case sales of beer grew 1.3% in the final quarter of 2014. Dollars were up nearly 4%, just about matching last year’s performance.

UPCC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Bud Light (12 12-oz. cans)$153.6-5.8%6.6-7.6%
Bud Light (18 12-oz. cans)$142.1-2.1%6.9-2.8%
Bud Light (25-oz. can)$92.270.3%3.965.6%
Bud Light (12 11-12-oz. bottles)$78.5-7.4%3.3-9.0%
Corona Extra
(12 11-12-oz. bottles)
$74.07.5%2.45.7%
Bud Light (24 12-oz. cans)$73.7-3.3%3.9-4.1%
Bud Light (6 16-oz. cans)$66.713.0%3.113.2%
Coors Light (18 12-oz. cans)$59.1-3.0%2.9-3.6%
Bud Light (6 11-12-oz. bottles)$56.8-4.3%2.0-6.3%
Coors Light (12 12-oz. cans)$55.3-4.9%2.4-5.5%
Total (including UPCs not shown)$4,279.13.7%190.51.3%

Source: IRI

* Percent change from a year ago


Beer Market Share by Type

C-store sales, 52 weeks ending Dec. 28, 2014

Imports gained more than a point in share of c-store beer sales in 2014, with domestic superpremium and craft up about half a point.

Beer typeDollar sharePoint change
Domestic premium49.2%-1.6
Domestic subpremium18.3%-1.2
Import12.6%1.1
Domestic superpremium7.9%0.6
Progressive adult beverages5.4%0.0
Craft3.5%0.7
Domestic malt liquor2.4%0.0
Cider0.6%0.3
Nonalcohol0.1%0.0

Source: IRI

* Percent change from a year ago

CONTINUED: Breakdown By Beer Type

Domestic Premium Share by Brand

C-store sales, 52 weeks ending Dec. 28, 2014

Bud Light and Miller Lite were some of the gainers in share of c-store sales of domestic premium beer in 2014.

BrandDollar sharePoint Change
Bud Light47.2%0.4
Budweiser16.2%-0.3
Coors Light15.4%-0.4
Miller Lite12.5%0.3
Bud Ice2.7%0.2
Yuengling Traditional Lager1.5%0.1
Coors1.1%0.1
Others**3.4%NA

Source: IRI

** Brands with less than 1% market share


Domestic Premium Brands

C-store sales, 52 weeks ending Dec. 28, 2014

The largest beer segment saw case and dollar sales erode again in 2014, although a few brands further down the ranking enjoyed decent gains.

BrandC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Bud Light$4,077.90.9%189.90.1%
Budweiser$1,398.1-1.8%64.3-2.7%
Coors Light$1,333.3-2.6%60.5-3.7%
Miller Lite$1,077.82.2%49.71.2%
Bud Ice$230.48.3%13.28.0%
Yuengling Traditional Lager$130.67.1%5.45.9%
Coors$98.87.9%4.55.8%
Rolling Rock$68.131.8%3.834.7%
Budweiser Select$58.9-7.4%2.9-6.1%
Miller Genuine Draft$34.9-16.5%1.6-17.6%
Total (including brands not shown)$8,643.6-0.1%401.8-0.7%

Source: IRI

* Percent change from a year ago


Domestic Subpremium Brands

C-store sales, 52 weeks ending Dec. 28, 2014

Sales of subpremium beer fell again in 2014, with seven of the top 10 brands losing ground in dollars and cases.

BrandC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Natural Light$759.7-7.1%46.8-7.8%
Busch Light$515.50.7%32.50.0%
Busch$452.1-3.4%27.5-4.4%
Keystone Light$294.5-5.8%18.6-7.7%
Miller High Life$267.8-3.4%16.1-4.4%
Natural Ice$231.0-1.8%14.6-0.6%
Pabst Blue Ribbon$170.57.0%9.96.0%
Icehouse$156.6-7.2%9.3-8.2%
Milwaukee’s Best Ice$81.81.1%5.90.4%
Milwaukee’s Best Light$58.7-13.3%4.2-13.5%
Total (including brands not shown)$3,214.5-3.0%200.4-3.8%

Source: IRI

* Percent change from a year ago


Domestic Superpremium Brands

C-store sales, 52 weeks ending Dec. 28, 2014

Strong sales of Michelob Ultra Light, with more than one-third of superpremium-beer dollar sales, provided subcategory momentum in 2014.

BrandC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Michelob Ultra Light$479.813.3%17.811.0%
Bud Light Platinum Lager$174.8-11.5%6.1-13.5%
Bud Light Lime$147.3-5.5%5.2-7.3%
Bud Light Chelada$106.39.3%3.38.4%
Redd’s Apple Ale$87.245.9%2.745.9%
Total (including brands not shown)$1,392.711.4%47.38.9%

Source: IRI

* Percent change from a year ago


Customer in Focus

According to consumer research by Mintel, craft-beer drinkers are much more willing than other beer drinkers to try new products.

And while 56% of non-craft-beer drinkers ranked brand the most important factor in choosing a beer, this number falls to 47% for craft-beer drinkers. Instead, these consumers are much more driven by the style of beer (such as stout or IPA) than brand, flavor or whether the product is on promotion.

“This is good news for the category, which is filled with brands that have lower levels of name recognition than larger manufacturers,” Mintel researchers say.


Craft Brand Families

C-store sales, 52 weeks ending Dec. 28, 2014

Share of craft beer sales in c-stores was fairly fragmented in 2014, with several brand families contributing to its growth spurt.

Brand familyC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Samuel Adams$87.622.4%2.419.8%
Sierra Nevada$65.713.7%1.813.0%
Shiner$49.511.4%1.47.7%
New Belgium$49.535.3%1.335.1%
Lagunitas$26.068.9%0.670.0%
Total (including brand families not shown)$622.626.6%16.423.4%

Source: IRI

* Percent change from a year ago


Malt-Liquor Brand Families

C-store sales, 52 weeks ending Dec. 28, 2014

After a few years of eroding sales, malt liquor finally posted modest growth in c-store dollar and case sales in 2014.

Brand familyC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Steel Reserve Malt Liquor$176.910.2%9.67.0%
Hurricane$59.014.5%3.612.3%
Olde English$50.7-3.2%2.8-5.3%
Mickey’s$47.4-2.0%2.3-3.0%
King Cobra$32.2-4.3%2.1-6.4%
Total (including brand families not shown)$414.12.9%23.10.5%

Source: IRI

* Percent change from a year ago


Import Brands

C-store sales, 52 weeks ending Dec. 28, 2014

Sales of c-store import beer rose more than 13% in 2014, with Modelo Especial gaining more than 2 points in subcategory share.

BrandC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Corona Extra$721.410.3%21.88.5%
Modelo Especial$453.427.5%15.622.2%
Heineken$352.94.2%10.53.1%
Dos Equis XX Lager Especial$146.427.2%4.425.5%
Tecate$67.4-2.4%3.0-4.5%
Stella Artois Lager$64.913.9%1.612.7%
Corona Light$53.63.7%1.61.8%
Labatt Blue$38.9-4.9%1.9-5.8%
Labatt Blue Light$36.60.8%1.90.4%
Modelo Especial Chelada$33.2772.9%0.9759.2%
Total (including brands not shown)$2,207.313.3%71.410.9%

Source: IRI

* Percent change from a year ago

CONTINUED: Progressive Adult Beverages, Cider, Wine & Spirits

Progressive-Adult-Beverage Brand Families

C-store sales, 52 weeks ending Dec. 28, 2014

The brakes came on c-store sales growth of progressive adult beverages in 2014, with more than half of the top 10 brands losing ground.

Brand familyC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Bud Light Lime$273.88.8%7.99.7%
Mike’s Harder$156.019.8%4.818.3%
Four Loko$131.3-5.1%4.0-5.7%
Twisted$119.920.0%3.919.0%
Smirnoff Ice$108.4-3.2%3.0-3.3%
Mike’s Hard$71.1-8.5%1.9-9.6%
Sparks$20.0-12.2%0.9-11.6%
Smirnoff Premium Mixed Drinks$16.4-3.3%0.4-3.4%
Joose$13.72.2%0.40.5%
Johnny Bootlegger$11.9-0.4%0.1-0.3%
Total (including brand families not shown)$948.03.3%28.22.8%

Source: IRI

* Percent change from a year ago


Cider Brand Families

C-store sales, 52 weeks ending Dec. 28, 2014

Hard cider, which was once a small, relatively inactive subcategory in c-stores, has posted strong year-over-year dollar and case gains.

Brand familyC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Angry Orchard$66.0115.3%1.8111.3%
Johnny Cider$11.1NA0.3NA
Smith & Forge$9.4NA0.3NA
Woodchuck$7.5-14.7%0.2-4.1%
Strongbow$2.6126.6%0.1214.4%
Total (including brand families not shown)$108.5124.7%3.1126.5%

Source: IRI

* Percent change from a year ago


Wine by Brand and UPC

Wine posted another year of sales gains in 2014, according to IRI. Barefoot and Woodbridge by Robert Mondavi grew share of table-wine sales.

Table-Wine Brands

C-store sales, 52 weeks ending Dec. 28, 2014

BrandC-store sales ($ millions)PCYA*Case sales (millions)PCYA*
Barefoot$121.29.6%1.510.0%
Sutter Home$88.97.3%1.16.3%
Yellow Tail$42.9-4.1%0.5-3.0%
Woodbridge
By Robert Mondavi
$31.611.6%0.49.8%
Gallo Family Vineyards$23.7-0.1%0.4-0.3%
Total (including brands not shown)$801.18.1%9.47.1%

Source: IRI

* Percent change from a year ago


Sparkling-Wine Brands

C-store sales, 52 weeks ending Dec. 28, 2014

BrandC-store sales ($ millions)PCYA*Dollar sharePoint change
Andre$7.121.7%18.9%1.3
Korbel$4.54.9%12.0%-1.0
Cook’s$4.112.4%10.9%-0.1
Total (including brands not shown)$37.713.5%100%0.0

Source: IRI

* Percent change from a year ago


Latest Quarter: Wine UPCs

C-store sales, 13 weeks ending Dec. 28, 2014

UPCC-store sales ($ millions)PCYA*Case sales PCYA*
Barefoot Pinot Grigio
(0.75-liter)
$3.66.8%6.3%
Barefoot Moscato (0.75-liter)$3.42.0%2.8%
Apothic Red (0.75-liter)$3.438.8%38.2%
Sutter Home Chardonnay
(4-count, 0.187-liter)
$3.41.5%2.6%
Kendall Jackson Vintner’s Reserve
Chardonnay (0.75-liter)
$3.1-4.4%-4.3%
Total (including UPCs not shown)$214.27.3%5.4%

Source: IRI

* Percent change from a year ago


 

Spirits by Brand and UPC

C-store dollar sales of spirits rose more than 14% in 2014, according to IRI, with Fireball Whiskey gaining more than 2 points in share.

Spirits Brands

C-store sales, 52 weeks ending Dec. 28, 2014

BrandC-store sales ($ millions)PCYA*Case sales PCYA*
Smirnoff Domestic Vodka$54.25.8%4.7%
Crown Royal North American Whiskey$49.512.6%11.1%
Jack Daniel’s North American Whiskey$48.510.3%7.3%
Captain Morgan Rum$45.76.2%4.8%
Fireball Whiskey Specialties$30.0273.2%273.0%
Total (including brands not shown)$928.814.1%15.9%

Source: IRI

* Percent change from a year ago


Latest Quarter: Spirits UPCs

C-store sales, 13 weeks ending Dec. 28, 2014

UPCC-store sales ($ millions)PCYA*Case sales PCYA*
Crown Royal Regular Canadian Whiskey (0.75-liter)$4.213.2%9.1%
Jack Daniel’s Black Label Regular Tennessee Whiskey (0.75-liter)$4.07.0%3.9%
Crown Royal Canadian Whiskey (0.375-liter)$3.523.2%25.1%
Smirnoff Vodka (0.375-liter)$3.12.5%3.3%
Fireball Cinnamon Whiskey (0.75-liter)$3.0101.2%100.9%
Total (including UPCs not shown)$249.717.7%17.6%

Source: IRI

* Percent change from a year ago

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