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EXCHANGE & COMMISSARY NEWS • 11/09
M
CX BEVERAGES
End-cap displays prominently showcase
carbonated soft drink (CSD) 12-packs.
MCB Quantico, Va.
prior year, and domestic non-alcoholic
brews were down 17.18 percent compared
to last year.
“Price and savings are always important to our patrons,” Macdonald said. “The
beers that are best sellers also represent the
most promoted beers in the category.”
Karen Macdonald
wide variety of beverages,
encompassing both alcoholic
and non-alcoholic varieties, are
quenching thirsts for Marine Corps Exchange (MCX) customers.
A
BEER SALES
“Beer trends are consistent to last year
in most segments,” reported Karen Macdonald, the MCX’s alcoholic beverages
buyer. “New entrants like Bud Light Lime
and old standbys like Bud Light and Coors
Light are driving sales of domestic beers.”
Through July 2009, the total amount
of MCX sales in beer and related items
was $12.95 million for the calendar year,
according to Macdonald. This represented
a sturdy 7.27 percent increase in dollar
volume, and a 4.96 increase in units sold.
Sales of domestic beers were up 4.9 percent by dollar volume, with unit sales up
2.1 percent.
However, the buyer noted, sales in
some beer categories were down. Imports
were down 1.25 percent compared to the
LEADING CATEGORIES
Within that category, she noted, “premium beers have been a strong seller in
MCX stores,” racking up nearly $7.14 in
sales.
Next in terms of 2009 beer sales in
MCXs were imported beers, which
brought in sales of over $2.19 million,
followed by specialty beers, with over
$1.18 million, and microbrews, with sales
of $903,867.
On tap next were “popular beers,”
with $525,285 in sales, followed by budget beers with $468,158 in sales.
Non-beer sales, as of July, amounted
to $328,202. This included, starting with
the most popular, Mike’s Hard Lemonade; Smirnoff Ice Green Apple Bite;
Hornsby’s Hard Apple Cider; Smirnoff
Ice; and Bacardi Silver Mojito.
Malt Liquor sales totaled $169,438.
Domestic non-alcohol products generated sales of $28,020. Top-selling brands in
this category were O’Doul’s; O’Doul’s
Amber; and Coors Non-Alcoholic.
Four of the five top-selling beers in
MCX stores, as of July 2009, were Anheuser-Busch products. In first place, according to Macdonald, was Bud Light 24-
pack/12-oz. Doublestack can, followed
by Bud Light 20-pack/12-oz. (Non-Returnable Bottles, NRB) and Corona Extra
12-oz., 12-pack. In fourth place is Bud
Light 24-pack/12-oz. 2/12-pack (can) and
in fifth place was Bud Light 18-pack.
Next was Coors Light Cube 12-oz.;
Bud Light Lime 12-oz., 2/12-pack (Long
Neck NRB); Coors Light 24-pack (can);
Bud Light 24-pack/12-oz. 4/6-pack (Long
Neck NRB); and Coors Light 12-oz., 12pack (can).
In eleventh place was Miller Lite 24pack suitcase; followed by Bud Light 30pack/12-oz. (can); Heineken 12-oz., 12pack NRB; Corona 12-oz., 6-pack NRB;
and Busch Lite 30-pack (can).
After that were Bud 24-pack/12-oz.
(can) doublestack; Keystone Light 30pack; Coors Light 12-oz., 12-pack (Long
Neck NRB); Bud 24/12-oz., 2/12-pack
(can); Coors Light 18-pack; and Miller
Light 12-pack (can) fridge pack.
SOFT DRINK TRENDS
“Total sales in non-alcoholic beverages are up 16.3 percent over last year
through the end of August and up 6.9 percent over plan,” said Stephanie Wilcox,
the MCX non-alcoholic beverages buyer.
“MCX sales in carbonated soft drinks
(CSD) have declined slightly, with sales in
non-carbonated beverages increasing.
This is on-trend with industry and this
shift in consumer preference can be attributed to a number of things.”
TOP-SELLING CARBONATED
SOFT DRINKS IN MCX STORES,
THROUGH JULY, CALENDAR
YEAR 2009
—E&C NEWS
TOP-SELLING BEERS IN MCX STORES,
THROUGH JULY, CALENDAR YEAR 2009
✧ Bud Light 24/12-oz. Doublestack can
✧ Bud Light 20/12-oz. NRB
✧ Corona Extra 12-oz. 12-pack
✧ Bud Light 24/12-oz. 2/12 (can)
✧ Bud Light 18-pack
✧ Coors Light Cube 12-oz.
✧ Bud Light Lime 2/12 12-oz. (Long Neck NRB)
✧ Coors Light 24-pack (can)
✧ Bud Light 24/12-oz. 4/6-pack (Long Neck NRB)
✧ Coors Light 12-oz. 12-pack (can)
✧ Miller Lite 24-pack suitcase
✧ Bud Light 30/12-oz. (can)
✧ Heineken 12-oz., 12-pack (2 NRB)
✧ Corona 12-oz., 6-pack (NRB)
✧ Busch Light 30-pack (can)
✧ Bud 24/12-oz. (can) doublestack
✧ Keystone Light 30-pack
✧ Coors Light 12-oz., 12-pack (Long Neck NRB)
✧ Bud 24/12-oz. 2/12 doublepack (can)
✧ Coors Light 18-pack
✧ Miller Lite 12-pack (can) fridge pack
✧ Mountain Dew 20-oz. NRB
✧ Mountain Dew Big Slam 1-liter
✧ Dr Pepper 20-oz. NRB
✧ Coke Classic 20-oz. NRB
✧ Pepsi 20-oz. NRB
✧ Diet Coke 20-oz. bottle
✧ Mountain Dew Amp 16-oz.
✧ Coke Classic 2-liter
✧ Diet Mountain Dew 20-oz.
✧ Pepsi Big Slam 1-liter
✧ Mountain Dew Voltage 20-oz.
✧ Diet Pepsi 20-oz.
✧ Diet Dr Pepper 20-oz.
✧ Dr Pepper Big Slam 1-liter
✧ Sprite 20-oz.
✧ Mountain Dew Amp Cherry 16-oz.
✧ Coke Classic Contour 1-liter
✧ Coke Classic 12-pack 12-oz. can
✧ Mountain Dew Code Red 20-oz.
✧ Coca-Cola Zero 20-oz.
Source: MCX
INFUSION OF OPTIONS
“Over the past two to three years, the
market has experienced an influx in noncarbonated options including flavored waters, teas and enhanced waters (i.e., Vitamin Water and SoBe Lifewater). This rise
in innovation and advertising, coupled
with the popularity of consumers’ focus
on heath and wellness, have taken their
toll on the CSD business overall.”
As of July 2009, the list of top-selling CSDs in MCX stores is led, according to Wilcox, by two Mountain Dew
SKUs: 20-oz. NRB and Big Slam 1liter. In the third slot was Dr Pepper 20oz. NRB, followed by Coke Classic 20oz. NRB; Pepsi 20-oz. NRB; and Diet
Coke 20-oz. bottle.
Additional Mountain Dew SKUs
captured three of the next five slots. In
the sixth slot was Mountain Dew Amp
16-oz., followed by Coke Classic 2-liter;
Diet Mountain Dew 20-oz.; Pepsi Big
Slam 1-liter; and Mountain Dew
Voltage 20-oz.
Next was Diet Pepsi 20-oz.; Diet Dr
Pepper 20-oz.; Dr Pepper Big Slam 1liter; Sprite 20-oz.; and Mountain Dew
Amp Cherry 16-oz.
Coke took three of the next four slots.
In 16th place was Coke Classic Contour
1-liter, followed by Coke Classic 12-pack,
12-oz. can; Mountain Dew Code Red 20oz.; and Coca-Cola Zero 20-oz.
Although price and savings are important to MCX patrons, they are also
finding attractively redesigned cellar-style beverage departments on
their shopping trips. MCRD San Diego, Calif.
Source: MCX
NRB = Non-Returnable Bottle