Hard Kombucha was among Drizly’s fastest-growing subcategories in February.
“This subcategory continues to land a spot on the fastest-growing subcategories year-over-year as distribution, consumer awareness and exploration of the category continues to grow month-over-month,” says Liz Paquette, Drizly’s head of consumer insights.
RTD cocktails have also been among the fastest-growing subcategories on Drizly for the past year, but in February, Mai Tai RTDs specifically experienced rapid growth. Among the top-selling Mai Tai RTDs on Drizly were SKUs from Cutwater and On the Rocks.
Within the wine category, Gewürztraminer experienced rapid year-over-year growth in February, driven by varietal wines from producers like Willm, Château Ste. Michelle, and Gundlach Bundschu.
Sales spiked for the big game on Sunday, February 7, with Drizly recording sales 38% higher than the average of the previous four Sundays. As it has in previous years, beer share increased to 26 percent that Sunday (compared to 16 percent in February overall) while wine and beer both experienced share declines. Though White Claw has held the best-selling beer brand spot so far in 2021 — as it did last year — Bud Light overtook the hard seltzer brand to hold the No. 1 spot for the big game.
With Valentine’s Day falling on a Sunday this year, sales spiked throughout the weekend. Valentine’s Day itself saw the highest sales growth (20.8 percent higher than the previous four Sundays), but Friday and Saturday both experienced above-average sales compared to the previous four weeks (14.4 percent and 7.7 percent, respectively).
While liquor held the largest share of sales, wine gained share over Valentine’s Day weekend, holding 41% of share versus 39% during February overall. Champagne and tequila were the winners among gift orders over Valentine’s Day, comprising the top eight best-selling gifted SKUs over the weekend.