Coors Light, Busch Win Memorial Day

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Brew Blog

Gain share as overall category down.

Coors Light and the Busch franchise hold the share growth honors for the two-week Memorial Day holiday period ended May 31, according to beer sales statistics from Nielsen.

Each brand gained 0.3 volume share points versus last year, according to Nielsen’s beer market analysis.

Coors Light increased its feature and discount support when compared to last year and its baseline trends were superior to those of Bud Light and Miller Lite.

The Busch franchise, meanwhile, saw increased discount support and nearly flat pricing versus the year-earlier period.

Overall, category holiday volume was down 1.8 percent during the holiday period, according to Nielsen’s beer market analysis. The national average weighted case price was up 2.6 percent.

A-B gained 0.3 points of volume share and 0.6 points of dollar share. Bud Light Lime drove the results, racking up 1.1 percent volume share. Bud Light, meanwhile, lost 0.3 points of volume share, its biggest drop since Labor Day 2006.

Coors Brewing Company gained 0.4 points of volume share and 0.3 points of dollar share. Beyond Coors Light’s growth, Blue Moon gained 0.1 points of share and Keystone gained 0.2 points.

Miller Brewing Company lost 0.3 points of volume share and lost 0.2 points of dollar share. Miller Lite was flat during the period and Miller Chill was up 0.2 points from the year-earlier period. The Milwaukee’s Best franchise lost 0.4 points of share.

Imports lost 0.2 points of volume share. The group was dragged down by Corona Extra, which lost 0.3 share points despite greater discount and feature support and lower weighted national average case prices compared to last year.

Craft beers gained 0.2 points of share, helped by increased trade support.

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