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Wine and Beer: Nielsen Data Analysis: Easter Sales Shift Drives Mixed Dollar Sales Trends; Wine -0.1% YoY, Beer +0.3% YoY

Posted on  | May 30, 2012   Bookmark and Share
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Mixed Sales Trends for Beer and Wine Due to Easter Sales Shift – In the four-week period ended May 12, 2012, dollar sales in the wine category were down 0.1% YoY and volume sales were down 2.6% YoY, the result of an unfavorable comp as year-ago period included Easter sales, while the current period did not. We note that in the period, promotional spending was down 3.1 pts YoY, while pricing was up a solid 2.6% for the category as a whole. In beer, dollar sales grew 0.3% YoY for the category (vs. +4.0% over the last 12 weeks, and +2.3% over the last 52 weeks). The deceleration in sales growth was primarily due to the aforementioned sales shift, as promotional spending was down 2.9 pts YoY in the period. Notably, pricing was again up in the period (+3.4% YoY).

STZ’s Pricing and Promotion Continues to Drive Share Gains – Despite a relatively challenging comp, STZ posted its 10th consecutive month of YoY dollar sales growth (+0.9%) and its ninth consecutive month of YoY volume growth (+1.4%). In the period, STZ was also able to gain 0.1 pt of dollar share due to pricing reductions (-0.5% across its portfolio, vs. +2.6% for the category) and a smaller YoY decrease in promotional spending (-1.8 pts YoY) vs. the total category (-3.1 pts YoY). While STZ should continue to face relatively easy comps from both a sales growth and a market share perspective, we remain skeptical that recent share gains can be retained without the benefit of lower pricing and higher promotion.

Source: CITI

May 29th


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