USA: Beer sales data continues to reflect ongoing challenges

US beer sales data continues to reflect the ongoing challenges for many beer categories, including craft, FMB/seltzers, and cider in January this year, RMI Analytics said in their early March report.

The continuing struggle for craft beer is a major concern, as it suffers the largest drop year-on-year (down 17 points). The results are better for Premium Lights (unchanged), Premium Regular (up 9 points), and Below Premium beer (up 23 points). The strength in Below Premium indicates consumer are trading down to more economical products, the analysts said.

Imports are down slightly, but still in positive territory. Overall the Total Market Index moved to +45 (up 11 points from January) and this is despite the generally solid performance for mainstream beer products.

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