5 Insights from Drizly’s August 2022 Sales
The appeal of alternative formats, fulfilling conscious consumption desires with ‘Sip with Purpose,’ and more from Drizly’s August sales
While August brought dramatic weather across the country, it didn’t stop Drizly customers from soaking up the dog days of summer with beverages in hand. This month, breakout varietal wines like Vermentino gained significant share while categories like hard lemonade and trends like conscious consumption showed their staying power. Discover these and more insights from Drizly’s August 2022 sales.
Blended Whiskeys, Hard Lemonade, and Vermentino Top the Charts
With the launch of Simply Spiked Lemonade this year, the hard lemonade category saw a year-over-year resurgence in August. Within the specialty/alternative beer subcategory, hard lemonade has grown from 2.6 percent of share to 3.1 percent of share year-over-year.
“Within this category, hard seltzer accounts for the majority of share. However, this is down from the same time period in 2021,” explains Liz Paquette, Drizly’s head of consumer insights, noting hard seltzer has fallen by three percentage points of subcategory share in 2022 to date. “Hard lemonade, on the other hand, has seen share gains, potentially taking some share from hard seltzer.”
Varietal Vermentino wines – 100 percent of which were produced in Italy – saw significant growth in August, compounding the growth of the Italian wine subcategory in 2022. Top SKUs include Vichingo Costa Toscana Vermentino Macerato Sulle Bucce, Sella & Mosca La Cala Vermentino di Sardegna, Cantina Santa Maria La Palma Aragosta Vermentino di Sardegna, Sassoregale Vermentino Maremma Toscana, and Argiolas Vermentino di Sardegna Costamolino. Within spirits, blended whiskey saw the highest year-over-year growth in August, led by American whiskeys and Scotch.
Summer Sipping Insights
Though no major holidays occur in August, summer drinking trends remained strong throughout the month. The top-selling day of the month was Friday, August 26, as consumers prepared to ring in the last weekend of the month. Overall sales on August 26 supported seasonal norms; white wine held the highest subcategory share with 11 percent, while vodka (eight percent), silver/blanco tequila (five percent), Champagne (five percent), rosé wine (three percent), and hard seltzer (three percent) also ranked high.
Drizly’s Top-Selling Subcategories, August 26, 2022
- White Wine: 11 percent
- Red Wine: 10 percent
- Vodka: 8 percent
- Bourbon: 6 percent
- Silver/Blanco Tequila: 5 percent
- Champagne: 5 percent
- Scotch Whisky: 4 percent
- Rosé Wine: 3 percent
- Hard Seltzer: 3 percent
- Reposado Tequila: 3 percent
Market Insights: Augusta, Georgia
The city of Augusta, Georgia – home to the Masters Golf Tournament – saw significant year-over-year growth on Drizly in August. Top-level share skewed heavily toward spirits, which accounted for 71 percent of share.
“Augusta consumption patterns are similar to the Southeast region of the U.S. overall,” explains Paquette. “This region tends to over-index on liquor and beer relative to the national averages.”
Drizly’s Best-Selling Brands in Augusta, August 2022
- Crown Royal
- Jim Beam
- White Claw
- Jack Daniel’s
- E.H. Taylor, Jr.
- Grey Goose
August’s Popular Products
The popular products across the Drizly universe in August demonstrated consumers’ continued interest in portable, single-serve beverages and classic summer trends.
Among spirits, Tip Top Proper Cocktails saw the highest growth. The full-strength, ready-to-drink cocktail brand’s growth was led by its three best-selling traditional flavors: Negroni, Margarita, and Old Fashioned. “The rise of Tip Top points to growing consumer interest in classic cocktails in the ready-to-drink format,” notes Paquette. “Additionally, this brand’s ‘tiny cans’ format demonstrates consumer interest in new and unique formats in this category.”
The Mexican lager Victoria, which has been in production since 1855, led beer category growth in August. Among wines, the Washington-based Intrinsic Wine Company led year-over-year sales growth with its Cabernet Sauvignon, Red Blend, and Sauvignon Blanc.
Consumers Are Diversifying Their Carts
Consumers are shopping more consciously than ever: In August 2022, the share of brands owned by historically underrepresented communities grew 13.5 percent compared to August 2021, largely driven by shoppers looking to support brands owned by historically underrepresented communities.
“The best thing retailers can do to fulfill consumer desires for conscious consumption is make a conscious effort to dedicate shelf space to these brands across categories and ownership groups,” explains Paquette, noting that Drizly launched Sip with Purpose in August to help shoppers discover new favorites from the site’s selection of minority-owned brands. “It is important to educate ourselves and our teams on these brands’ stories so they can help share them with customers in-store and online.”