November, 2015, Control State Results
December 23, 2015
During November, sales of nine-liter cases of spirits in the control states grew 2.8%, a tenfold increase in growth rate over a weak comp. Rolling-twelve month volumes grew at 3.2%, up slightly from October’s 2.9%. Iowa, Maine, Michigan, Mississippi, New Hampshire, Utah, and West Virginia reported monthly growth rates exceeding their twelve month trends. Year-to-date nine-liter spirits case sales have grown 2.6% compared to 1.9% for the same period last year.
Control states spirits shelf dollars were up 4.8% during November while trending at 5.7% during the past twelve months. Iowa, Maine, Michigan, New Hampshire, Utah, West Virginia, and Wyoming reported growth rates exceeding their twelve month trends. Year-to-date shelf dollars have grown 5.2% this year in contrast to 4.4% during last year.
Price/Mix for November is 2.0%, down from October’s 2.4%.
During November, Irish Whiskey, with 1.1% share of the control states spirits market, was the fastest growing category with 13.1% reported and a twelve month trend of 15.5%. Vodka, with 34% share, grew during the same periods at 3.1% and 2.4%. Brandy/Cognac, Gin, Scotch, Tequila, and Vodka grew at rates exceeding their twelve-month trends.
November’s nine-liter wine case sales growth rate was 1.1%. Pennsylvania, New Hampshire, Utah, Mississippi, Montgomery County Maryland, and Wyoming reported 0.3%, -0.7%, 8.6%, 3.1%, 0.0%, and 13.6%, respectively. Rolling-twelve month wine volume growth of 1.1% flat compared to October’s 1.1