The beverage alcohol category had another big week over the Cinco de Mayo occasion, according to new Nielsen data. Sales for the overall category in off-premise channels increased by 34.8% for the week ended May 9. Spirits trends led growth (+48.4%), followed by wine (+35.8%) and beer/FMB/cider (+29.3%).
Consumers celebrated Cinco de Mayo with:
Ready-to-drink margaritas (+ 190%)
Tequila (+114)
Mexican beer (+33%)
Margarita mixers (+123%)
Zooming out to a three-week period ending May 9, Nielsen notes three categories have consistently stood out during the pandemic: ready-to-drink cocktails, Tequila, Cordials and Gin. Additionally, cans are continuing to “expand their presence and innovative combinations of flavors and Liquor types.”
Nielsen also notes recent buying trends in outdoor categories (soil +54%, fertilizer +27% and fire fuel and material +66%) indicates consumers are itching to get out. “This clearly is an indicator that consumers will be focusing on outdoor areas at home, which also presents some strong opportunities for backyard bbq occasions.”
Source: Nielsen, May 2020