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Control State Results: December 2013


Nine-liter case control state spirits sales during 2013 increased 1.1% over sales reported during 2012, led by Irish Whiskey, Cordials, Domestic Whiskey, Brandy/Cognac, Tequila, and Vodka with annual growth rates of 12.0%, 5.5%, 3.1%, 2.0%, 1.7%, and 1.2%, respectively. Sales of Canadian Whiskey, Scotch, Rum, Gin, and Cocktails were soft during the year. Alabama, Idaho, Montgomery County Maryland, Maine, Michigan, Mississippi, North Carolina, Ohio, Oregon, Utah, Virginia, and Wyoming reported annual increases exceeding the control state trend.


The volumetric growth rate reported for 2013, 1.1%, is the lowest growth rate reported during the fourteen-year period 2000 through 2013. During 2008 and 2009, the depth of the recent recession, spirits grew at 3.2% and 2.0%, respectively.


Control state spirits shelf dollars grew 3.9% during 2013. The growth rates reported for Irish Whiskey (15.6%), Domestic Whiskey (8.7%), Cordials (7.2%), Brandy/Cognac (6.3%), and Scotch (6.1%) are notable. Shelf dollars reported by Alabama, Idaho, Montgomery County Maryland, Maine, Michigan, Mississippi, Montana, North Carolina, New Hampshire, Ohio, Oregon, Utah, Virginia, Vermont, and Wyoming grew above the control state trend.


Control state volume growth during 2013, 1.1%, follows growth rates reported for 2012 and 2011 of 3.6% and 3.2%. 2013’s shelf dollar growth, 3.9%, compares to 6.4% and 4.6% reported for 2012 and 2011. Price/mix, calculated from these reported growth rates during 2011 through 2013, is 1.4%, 2.8%, and 2.8%, respectively, and suggest the growth of premium-priced spirits has been steady following the economic recovery in the Control States market since 2011.



During December, nine-liter spirits case sales in the control states grew 0.7% compared to same month last year sales. Rolling-twelve month volumes grew 1.1%, an improvement over November’s 0.8%. Alabama, Maine, Mississippi, Ohio, and Wyoming reported monthly growth rates that exceeded their twelve month trends.


Control state spirits shelf dollars were up 3.3% during December while trending at 3.9% during the past twelve months. Alabama, Montgomery County Maryland, Maine, Mississippi, Montana, New Hampshire, Ohio, and Wyoming reported growth rates exceeding their twelve month trend.


Price/Mix for December is 2.6%, nearly flat with November’s 2.5%.


During December, Irish Whiskey, with 0.8% share of the control states spirits market, was the fastest growing category with 11.1% growth reported and a twelve month growth trend of 12.0%. Vodka, with 35% share, grew during the same periods at -0.5% and 1.2%. Cordials, Domestic Whiskey, Tequila, Brandy/Cognac, and Cocktails grew at rates exceeding the twelve month trends.


December’s nine-liter wine case sales growth rate was 1.0%. Pennsylvania, New Hampshire, Utah, Mississippi, Montgomery County Maryland, and Wyoming reported 3.1%, 0.8%, -13.2%, -5.8%, -1.9%, and 3.9%, respectively. December’s rolling-twelve month wine volume growth, 0.6%, flat compared to November’s 0.6%.

Source: NABCA