Beer sales fall in 2021 (SAM)
Beer sales in IRI channels fell 2.1% in the 52 weeks ended November 28. FMBs (including hard seltzer) increased 13.6%. Craft beer sales were down, but hard seltzer sales were still up double digits despite decelerating trends for the second half of 2021. Sales of FMBs and hard cider exceeded sales of spirits for the first time according to Impact Databank. Boston Beer’s Truly hard seltzer sales were up 31% while White Claw was down 6%.
Beer production decelerates (BUD)
Beer production volumes decreased 9.2% YOY in September, decelerating from the 6.6% decrease in August according to the Alcohol and Tobacco Tax and Trade Bureau. Shipments were 5.4% lower than September 2019. Keg production was up 24.2% YOY. Inventories were 8.5% higher YOY and 2.7% higher than the previous month. Brewery on-premise use was flat YOY.
Breakfast traffic has rebounded better than lunch (SJM, FWRG)
According to NPD breakfast visits at restaurants increased by 11% in the three months ended November, compared to a 10% decline in the prior year. Breakfast traffic has returned to the same level as 2019 for the three months ended November. Dine-in visits for breakfast increased 51% compared to a 55% decline in the prior year. In-store traffic has been supplemented by an increase in to-go orders. Lunch visits improved by 4% in the same period compared to an 11% decline in the prior year. Lunch dine-in visits improved 44% compared to a 60% decline in the prior year. There are still lasting changes from the pandemic for on-premise dining. Breakfast visits were less driven by working in the office and with a shift to working from home the daypart has benefited while lunch is still recovering.
