In December, total spirit sales in control states declined by 1.5% in 9L case volumes and 1.8% in dollar sales, partly due to four fewer selling days in New Hampshire. Over the rolling 12-month period, case volumes decreased by 0.9% while dollar sales fell 0.3%, resulting in a 0.6% price mix.
Pennsylvania benefited from new legislation allowing the distribution of canned ready-to-drink (RTD) beverages in grocery and convenience stores, adding 40,000 cases compared to December 2023. Mississippi experienced significant growth, with 9L case volumes increasing by 18.8% and dollar sales rising by 19.3%.
Among spirits categories, only Cocktails and Tequila showed growth in December. Cocktails grew by 38.5% (with Canned Cocktails adding 59,000 9L cases), while Tequila increased by 5.8% in 9L volume and 5.7% in dollar sales. The on-premise channel, though still down year-over-year, showed improvement compared to November's performance.
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