Hard Seltzer — Overall sales grew 395% from Labor Day weekend 2019 to 2020. Hard Seltzer’s share in the beer category remained constant at 20%.
White Claw, held its position as the No. 1 selling hard seltzer brand but lost share compared to Labor Day 2019 (13.9% 2019 vs. 10.7% 2020). Truly Hard Seltzer saw a spike in sales this Labor Day weekend compared to 2019, growing in the beer category from 3.6% to 5.3% share. Bon V!V moved back into the top 5 seltzer brands after losing the spot to Smirnoff seltzer on the Fourth of July earlier this summer.
Beer — Corona replaced Bud Light as the #1 selling beer brand this Labor Day, a change from the Fourth of July earlier this summer. Additionally, IPAs grew 23% in share, suggesting that traditional, craft beer style’s position is strong in the overall category despite growth in alternative categories like Hard Seltzer.
Spirits — While Tito’s remained the No. 1 spirit this Labor Day Weekend, Espolon was a winner in the liquor category, moving into the top 5 best-selling liquor brands, up from #11 last Labor Day 2019.
The shift in liquor share driven by the trend of at-home cocktail making in 2020 and the COVID-19 pandemic persisted over Labor Day weekend, with tequila growing 2% in share and cocktail making ingredients growing just under 3% of share.
Ready-to-Drink category grew share 108%, to 5% share from 2.4%, this Labor Day weekend compared to last year.