Wine and Beer: Nielsen Data Analysis: Easter Sales Shift Drives Significant Dollar Sales Growth; +7.8% for Beer and +10.6% for Wine

April 26, 2012
Notable Sales Growth for Beer and Wine Driven by Easter Sales Shift - In the four-week period ended Apr. 14, 2012, dollar sales growth in the wine category was up a big 10.6% YoY, benefiting from a favorable comp as the current period included Easter sales, while the year-ago period did not. We note that in the period, promotional spending was up 1.4% YoY, while pricing was up a strong 4.8% for the category as a whole (representing the largest YoY increase we've seen since October 2006). In beer, Easter sales drove 7.8% dollar sales growth for the category (vs. +4.3% over the last 12 weeks, and +2.1% over the last 52 weeks). The sales growth was likely helped by a slight YoY increase in promotional spending (+0.4%), while pricing was again up in the period (+2.3% YoY).