- July’s sales by value for spirits rise 4.3%
- Similar lift for volumes in the month – +4.5%
The number of spirits sectors on the right side of the line – in more ways than one – suggests a return to form in July in the US. Before we get carried away, though, the month benefitted from 11 more selling days in the month compared to the same period in 2023.
Michigan led the way, with seven extra days this year, followed by one more in each of Alabama, Mississippi, Montana, New Hampshire and North Carolina, offset by one fewer day in Utah.
The ongoing harsh realities kick when we consider the year-to-date for spirits in the Control States. While a slower monthly rate of decline offered some relief for the combined brandy & cognac segment, it did little to stem the negative double-digit state of affairs for 2024 so far. Similarly, over in scotch whisky, a -7.1% rate as an average over the last seven months means full-year parity may be a step too far.
Both Irish whiskey and rum, meanwhile, are stuck at mid-single-digit declines as gin and vodka brand owners are within reach of a flat full year if they push hard in the rest of H2.
On a more positive note, the RTD and tequila segments remain in good shape, with the American whiskey segment upping its average YTD growth rate from 1.1% in H1 to 1.6% for the seven-month average.
For all its skewedness, then, could July’s more upbeat tone be the morale-booster the spirits category needs in the US for the months ahead?
The data from NABCA measures spirits sales across 17 US states [and Montgomery County in Maryland] where distribution is state-controlled. This represents around 25% of total sales in the country and covers both the on- and off-premise channels.
The Control States are:
- Alabama
- Idaho
- Iowa
- Maine
- Michigan
- Mississippi
- Montana
- New Hampshire
- North Carolina
- Ohio
- Oregon
- Pennsylvania
- Utah
- Vermont
- Virginia
- West Virginia
- Wyoming
There are also control municipalities in Alaska, Minnesota and South Dakota.
Why 2024 is proving to be a sobering experience for the alcohol industry in the US – Market Intel
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