Seasonality Beer sales are seasonal. Summer leads in sales volume (May – August, 37%).
SEASONALITY 269,000
259,000
262,000 255,000
250,0 0 0 242,000 237,000 AVER AGE
238,000
236,000
228,000 223,000
212,000
212,000
209,000
20 0,0 0 0 JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
MillerCoors Industry Sales Projections, December 2015
Summer selling season is imperative. More beer is sold in each summer week than the week leading up to the Professional Football Championship!
KEY HOLIDAY OCCASIONS
150
135 118
120
119
112 104
97 90
89
60
30
PROFESSIONAL FOOTBALL CHAMPIONSHIP 2 W/E 02/07/15
EASTER 2 W/E 04/11/15
0 Nielsen xAOC, December 2015 MillerCoors Industry Sales Projections, December 2015
MEMORIAL DAY 2 W/E 05/30/15
JULY 4TH 2 W/E 07/11/15
LABOR DAY 2 W/E 09/12/15
THANKSGIVING 1 W/E 11/28/15
XMAS/NY 3 W/E 01/02/16