(ZeroHedge)—Beer sales over the July 4th holiday weekend came in stronger than previously expected, prompting distributors to raise their outlook for the remainder of the year and fueling renewed optimism around Constellation Brands (STZ). Anheuser-Busch InBev (ABI) also posted a solid performance during the period, though one brand under its adult beverage umbrella remained a clear laggard. Unsurprisingly, it was Bud Light, still struggling to recover for reasons that need little explanation.
In the latest iteration of Goldman’s Beverage Bytes survey—covering 40 beer distributors and 125,000 retail outlets, or about 25% of all U.S. alcohol-selling locations—analysts led by Bonnie Herzog found that, although expectations were tempered heading into the holiday weekend due to soft scanner data, an uncertain macro environment, and weak Memorial Day trends, favorable summer weather trends across the Lower 48 during the July 4th holiday (which fell on a Friday) helped drive surprisingly strong beer demand.
Herzog said, “As a result, distributors are now incrementally more upbeat about the all-important summer selling season and their growth outlook for the category this year.”
About 60% of respondents said sales were up year-over-year, with STZ and ABI emerging as the top performers. Brands such as Modelo Especial, Pacifico, and Sun Cruiser saw solid momentum, though Corona Extra continued to underperform.
Here are the notable takeaways from the report:
- The promotional environment appeared broadly rational over the 4th of July holiday weekend – as 53% of beer volumes were promoted (in-line with last year) – though ABI was the clear standout in terms of promotional intensity;
- Most distributors indicated that beer category sales accelerated in Q2 vs Q1 – citing improved weather trends and strength for Mich Ultra and Busch Light (among others);
- Most distributors expect the second half of the year to be stronger vs the first half – with distributors now expecting category growth declines this year of only -1.0% (vs -1.9% expected in our Memorial Day survey);
- Volume trends for Modelo Especial & Pacifico were also quite strong over the holiday weekend – something the majority of distributors indicated – however, Corona Extra remains under some pressure; and
- Sun Cruiser remains a standout – and the majority of distributors indicated that volumes were up for the brand over the 4th of July holiday weekend vs last year. However, distributors highlighted the spending on Sun Cruiser is unsustainable and some raised concerns that the category is becoming saturated.
There was a lot to unpack in the holiday volume trends…
Topline Results:
- Anheuser-Busch InBev (ABI) led all manufacturers, with 52% of distributors reporting higher volumes vs last year—followed by Constellation Brands (STZ) at 33% and Boston Beer (SAM) at 18%.
- Overall beer category performance improved: 40% of distributors reported year-over-year volume gains for July 4th (vs 20% on Memorial Day); 37% still saw declines.
- Hard seltzers remained weak: 64% of distributors reported volume declines, though this was a slight improvement from Memorial Day (70%).
By brand, Herzog noted twice that Bud Light “continues to struggle” and “remains pressured following the Bud Light controversy,” more than two years after the brewer’s woke marketing team—aiming to score DEI points—hired Dylan Mulvaney, a biological male acting as a woman, for what became one of the worst ad promotions ever in corproate America.
Refresher: This is who nuked the brand.
Brand highlights over the holiday weekend:
ABI (Anheuser-Busch InBev):
- Strongest performer overall.
- Michelob Ultra was a standout, with 93% of distributors seeing y/y gains (56% significantly).
- Bud Light remains a drag—74% reported lower volumes; marketing support remains weak.
Constellation Brands (STZ):
- Strong holiday weekend performance.
- Pacifico led, with 65% of distributors seeing gains.
- Modelo Especial also performed well (52% up), while Corona Extra continues to face challenges (47% down).
Molson Coors (TAP):
- Mixed performance.
- Coors Banquet was a bright spot (73% up).
- Coors Light and Miller Lite both underperformed, with 74% and 78% of distributors, respectively, reporting y/y declines.
Heineken (HEIN):
- Weak showing, with only 14% reporting growth and 46% noting volume declines.
Boston Beer (SAM):
- Modest improvement; Sun Cruiser stood out, with 72% of distributors reporting growth (44% significantly).
- Twisted Tea and Truly showed signs of pressure, with 35% and 76% of distributors respectively reporting declines.
Hard Seltzer Category:
- Remains under pressure. White Claw: 31% up, 41% down.
- High Noon: 40% up, 40% down slightly.
Our takeaway: Bud Light’s struggles continue. Someone ought to write a white paper on why woke marketing nukes brands. Remember Jaguar earlier this year? These marketing teams lined with liberal college elites are completely out of touch with how the real world operates, and oblivious to the fact that the Overton Window has shifted to the center-right. Woke is over (for now).
How to Prepare for Food Emergencies if You Don’t Have a Homestead or Bunker
In an unpredictable world, where supply chain disruptions, natural disasters, or economic instability can strike without warning, having a reliable food supply is more than just smart—it’s essential for survival. Whether you’re a “prepper” or not, we all know the golden rule: self-sufficiency is key. But what if you’re living in an apartment, working long hours, or simply don’t have the land to turn into a thriving homestead? Don’t worry; there’s a practical, effective way to build your food security without needing acres of soil or a fortified bunker.
The Ideal Prep: Building Your Own Food Empire
The ultimate dream for any serious prepper is controlling your own food production. Imagine waking up to a sprawling garden bursting with fresh vegetables, fruits, and herbs—tomatoes ripening on the vine, potatoes ready to harvest, and greens that provide nutrition year-round. Add in livestock like chickens for eggs and meat, and you’ve got a self-sustaining system that keeps your family fed no matter what chaos unfolds outside.
This approach isn’t just about calories; it’s about resilience. A well-maintained garden can yield hundreds of pounds of produce annually, while a small flock of chickens might produce dozens of eggs weekly. It’s empowering, cost-effective in the long run, and teaches invaluable skills like crop rotation, animal husbandry, and preservation techniques. If you have the space, time, and resources, starting small and scaling up is the best path to true independence.
The Reality Check: Not Everyone Can Homestead
But let’s face it—not all of us are in a position to go full homesteader. Urban dwellers might be limited to a balcony or community plot that’s far from sufficient for long-term needs. Busy professionals juggling jobs, families, and daily life often lack the hours required for daily tending. And for those in apartments, condos, or regions with harsh climates, raising livestock or maintaining a large garden simply isn’t feasible. Factors like zoning laws, soil quality, water access, or even physical limitations can make this ideal out of reach.
That’s where the frustration sets in. You want to be prepared, but without a homestead or bunker, how do you ensure your pantry doesn’t run dry during a prolonged crisis? The good news is, you don’t have to sacrifice your preparedness goals. There’s a smart, accessible alternative that bridges the gap: investing in high-quality, long-term storage food.
The Smart Alternative: Long-Term Storage Food from Heaven’s Harvest
Long-term storage food is designed for exactly these scenarios—providing nutrient-dense, shelf-stable meals that last for decades without refrigeration or special conditions. It’s the perfect solution for preppers who can’t rely on fresh production but still demand reliability and variety in their emergency stockpile.
At Heaven’s Harvest, they specialize in premium survival food kits that make preparedness effortless. Their products are crafted with the prepper mindset in mind: non-GMO, made in the USA, and packed with real ingredients that taste like home-cooked meals, not bland rations. Whether you’re stocking up for a short-term blackout or a long-haul SHTF event, our kits offer:
- Extended Shelf Life: Up to 25 years of storage, so you can buy once and forget about rotation worries.
- Nutritional Balance: High-protein entrees, fruits, vegetables, and dairy alternatives to keep your energy up and health intact.
- Ease of Preparation: Just add water, and you’ve got hearty meals like beef stroganoff, chili mac, or cheesy lasagna ready in minutes—no garden weeding required.
- Customizable Options: From individual buckets to family-sized kits, scale your supply to fit your needs and budget.
- Peace of Mind: Sealed in durable, waterproof containers that protect against pests, moisture, and light.
Unlike generic store-bought cans that spoil quickly or lack variety, Heaven’s Harvest focuses on quality and sustainability. Our food is freeze-dried or dehydrated to lock in flavor and nutrients, ensuring you’re not just surviving but thriving. And for those concerned about allergens or dietary preferences, we offer gluten-free and vegetarian options to keep everyone covered.
Why Wait? Secure Your Food Supply Today
Preparing for food emergencies doesn’t require a homestead or bunker—it requires action. By choosing long-term storage food from Heaven’s Harvest, you’re taking control in a way that fits your lifestyle. Start small with a 72-hour kit to test the waters, or go all-in with a year’s supply for ultimate security.
Visit Heaven’s Harvest today and use code “PATRIOT” for an exclusive discount on your order. Don’t let limitations hold you back; build your resilient future, one meal at a time. Your family will thank you when it matters most.
