Tag: wine & liquor

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The sale of spirits in convenience stores are up double digits in both units and volume during the 52 weeks ending Aug. 10, 2014, according to IRI. This includes an astonishing 613% growth in unit sales for Fireball Whiskey Specialties, the current darling of the spirits retailing industry.

Warmer weather and a growing diversification of convenience offerings boosted alcohol sales in the first half of 2014. Take the beer category: Bucking negative dollar and volume sales trends in the first half of 2013, IRI data shows the category grew by 3.9% (in dollar sales) and 1.4% in unit sales. However, just two of the top-five selling brands enjoyed positive sales in the first half of 2014. That means offering just the traditional top-selling brands is no longer enough, something beverage analyst Bonnie Herzog attributes to the diversification of the beer category and of c-store consumers. “The channel’s consumers are evolving,” she said. “If you’re talking new consumers, it’s a little bit like your tobacco set. Sure, you need to offer the Marlboros and the Buds, but you need to be smart about the other offerings such as higher-margin and differentiated products.”

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