Beer Marketer's Insights - Soft Super Bowl Scans; Growth Standouts Among Top Fams

Alc bev sales remained stubbornly soft during Super Bowl week in tracked scan data. Beer $$ declined 3.4%, spirits slipped 3% (despite flat volumes) and wine dropped 8.5% for 1 week ending Feb 9 (Super Bowl Sunday) vs yr ago in Circana multi-outlet + convenience channels. That's even as last yr's Super Bowl Sunday fell on Feb 11, suggesting more tuff comps next week. Among key shifts in recent periods, Constellation's biggest brand fams, Modelo and Corona, declined vs yr ago in each of the last 3 wks, offsetting strong growth from Pacifico and Victoria. Tho Modelo family returned to gaining share of beer in the latest week with sales down 2% compared to steeper drops and share losses in previous weeks. AB's Bud family is still posting high-single-digit to low-double-digit losses vs yr ago in recent weeks while still lapping easier comps, offsetting Michelob family growth. Other Busch brand declines are wiping out Busch Light gains, tho the brand fam is still gaining share. Similarly, MC's Coors family is holding share and/or gaining share in recent weeks thanks to Coors Banquet growth. But Coors Light and Miller Lite are both losing ground. And Boston Beer's Twisted Tea family flipped from strong growth in previous yrs to decline in early 2025 data, tho still gaining share. Even Gallo's High Noon slipped slightly (-1%) in the latest week thru Feb 9.Most top brand fams across alc bevs were down in the latest week. But in beer, Michelob (+6%), White Claw (+1%), Mike's Harder (+3%), Pacifico (+17%), Cayman Jack (+11%), Clubtails (+13%), Guinness (+2%), Victoria (+69%), Athletic (+19%), Goose Island (+13%) growth stood out. And within top-50 wine & spirit brand families, BuzzBallz (+59%), BeatBox (+56.5%), Cutwater (+17%), NUTRL (+24%), Monaco (+15%), On the Rocks (+16.5%), Big Sipz (+117%), and Vendange wine (+7.5%) grew $$. Other than Vendange tetra pack wines, Bota (+3%), Black Box (+1%), Whitehaven (+11%) and Matua (+12.5%) were the only top-50 wines up.

Soft Super Bowl Scans; Growth Standouts Among Top Fams

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