Summer Sips Shift: Non-alcoholic Beers Take the Cooler Crown from Premixed Cocktails

Summer picnics are getting a refresh. Non-alcoholic (N/A) Beers are surging in popularity, dethroning Premixed Cocktails as the go-to beverage, according to new data from Catalina’s Shopper Intelligence Platform.

Non-alcoholic Beer Steals the Show
Sales of N/A beers are up a whopping 20% compared to last year, while Premixed Cocktail are feeling the squeeze with a 13% sales dip. This trend is based on purchases made prior to the Memorial Day weekend through June 25, 2024, compared to the same period in 2023.

Beyond the Buzz: Hard Seltzer, Domestic Wine Sales Soften
The Hard Seltzer craze, fueled by White Claw during the pandemic, seems to be fizzling out.♦ Sales of Hard Seltzer are down 15% and Domestic Wine is also seeing a decline of 7% over the same period.

Imported Beer is also a summer sales bump, up 3%.

Price Points Tied to Popularity
Popularity comes with a higher price tag. The cost of N/A Beer has risen 11% this summer, more than double the price of Premixed Cocktails at 5%. The cost of those beverage categories with shrinking volume remained relatively flat and on par with the Consumer Price Index’s 1% rate of inflation for May 2024.‡ The price of Domestic Wine rose 2% while Imported Beer rose 1% and Hard Seltzers prices remained flat.

Unlock the Shopping Secrets of Non-alcoholic Beer Lovers
Catalina BUYERScience weaves 1:1 purchase-based data insights with the richest third-party data sets to give our brand, retailer and agency partners a deep reservoir of insights into nearly all U.S. households. We can help you find and reach these unique shoppers with highly relevant offers and incentives – and deliver measurable outcomes - whether you want to drive volume, launch a new product or maximize product engagement. Contact us today at www.catalina.com.

♦Statista, Hard Seltzer Market 2018-2028
‡US Bureau of Labor Statistics Consumer Price Index, May 2024