The budget retailer is bucking the trend of declining alcohol sales in the United States, with Aldi claiming customers “have really seen the value proposition” of own-label brands. As the American consumer recoiled from premiumisation price rises and the effects of inflation, overall volumes of alcohol sales fell by 3% in the first seven months of this year, according to IWSR. All major categories were affected including Tequila, American whiskey, beer and wine. But there was a bright spot. Canned cocktails (RTDs) grew by 2% as the drinker looked for economy, convenience and an extended range of pre-mixed flavours. The declines are a “normalization” within the industry, with alcohol sales nearing their pre-Covid levels, according to Marten Lodewijks, IWSR’s president for the US division. “Consumers reduced their spending on spirits due to the generally higher out-of-pocket cost of a bottle of spirits and began to pivot more towards beer and (ready-to-drink canned cocktails) that cost less on a per-serve basis,” he told CNN in an interview. “The industry is still coming down from the incredible growth seen immediately post-pandemic.” Shopping habits Within that overall trend, according to CNN, shopping habits have changed as drinkers look for extra value from private label products in value outlets. One that has benefitted is Aldi, the German-owned multinational discount group which sells alcohol in about 2,000 of its US stores. There, it is enjoying sales growing in double digits, Arlin Zajmi, director of national buying for adult beverages, told CNN. “For us, it’s been
This Article was originally published on The Drink Business - Wine
