IRI: Off-Premise Beer Sales Up 7.1% In 2021

Surging sales of hard seltzer, imports and craft offerings have helped the beer category grow 7.1% year-to-date, according to market research firm IRI.

The Chicago-based firm — which tracks sales at major off-premise retail chains, grocery outlets, and convenience stores — reports that hard seltzer dollar sales were up 56.6% during the year-to-date period ending April 18, 2021.

Meanwhile, sales of imported and craft beer grew 11.9% and 6.4%, respectively.

According to IRI, off-premise beer dollar sales have eclipsed $12.3 billion on the year, which includes more than $1.1 billion from hard seltzer products.

Over the last four weeks, however, category-wide dollar growth has slowed to less than 1%, and sales of craft beer are actually down 4.5%.

Some of the recent off-premise sluggishness could be a result of consumers returning to on-premise venues, where sales are beginning to bounce back.

According to BeerBoard, a technology firm tracking sales in bar and restaurants, beer volumes have grown in four of the last five weeks.

The company, which looks at sales during the hospitality industry’s busiest days (Thursday through Sunday), said national on-premise beer volumes grew 2.6% last between April 22 — 25 compared to April 8 — 11.

BeerBoard also noted that 92% of the on-premise establishments are open and pouring beer.

Among the Top 25 vendors, Boston Beer Company

SAM
is growing the fastest on the year, with dollar sales up 49.9%.

Much of that growth is coming from its Truly hard seltzer brand family, dollar sales for which were up 97.5% to more than $316 million through April 18. The company’s Twisted Tea brand is also up 48.8% on the year.

Earlier this month, Boston Beer reported a 64.9% increase in first quarter net revenue, and a 60.1% increase in shipments.

Other fast-growing brands off-premise include Bud Light Seltzer (+71.1%), New Belgium (+30%), and White Claw (+19.4%).

Additional highlights from IRI:

• Mark Anthony Brands (Mike’s Hard Lemonade, White Claw) is up 20.8% year-to-date.
• Constellation Brands
  
  STZ
  (Corona, Modelo and others) is up 15.1% on the year.
• Firestone Walker is up 13.7% in 2021.
• Canarchy Craft Brewery Collective is up 11.8% year-to-date.
• The IPA category is up 10.9% and accounts for more than 45% of total craft beer dollar sales.
• Dollar sales of nonalcoholic beer are up 31.5%.