November, 2011 - Control State Results

December 30, 2011
During November, nine-liter spirits case sales in the Control States grew 4.2% compared to the same month last year. Rolling-twelve month volumes grew 3.1%, the same value reported for October. Alabama, Iowa, Maine, Michigan, Mississippi, Montana, North Carolina, New Hampshire, Ohio, Virginia, Washington, and Wyoming reported growth rates exceeding their twelve month trends.

Control state shelf dollars were up 6.3% during November while trending at 4.3% during the past twelve months. Alabama, Iowa, Idaho, Maine, Michigan, Montana, North Carolina, Ohio, Oregon, Pennsylvania, Virginia, Vermont, Washington, and Wyoming reported growth rates for November that exceeded their twelve month trends.

The effect of brand mix on value growth, Price/Mix, for November was 2.1%, up from October's 1.8%.

During November, Irish Whiskey, with 0.7% share of the control states spirits market, was the fastest growing category with 14.5% reported and a twelve month trend of 19.0%. Vodka, with 34% share, grew during the same periods at 6.4% and 5.6%. The reported growth rates for Canadian Whiskey, Cordials, Domestic Whiskey, Gin, Rum, Scotch, Tequila, and Vodka exceeded their twelve-month trends.

November's nine-liter wine case sales grew 3.1%. Pennsylvania, New Hampshire, Mississippi, Utah, Montgomery County Maryland, and Wyoming reported 3.5%, 0.2%, 1.9%, 5.1%, 6.2%, and 5.8%, respectively. Rolling-twelve month wine volumes grew 3.4%, down from October's 3.6%.