Imports Lose Momentum in Supermarkets

Heineken Premium Light lapping comps.

Imported beers are showing signs of slowing down in supermarkets, according to beer sales statistics from Nielsen.

Import share trends have been weakening since early March when Heineken Premium Light began cycling against its year-earlier launch numbers.

For the four weeks ended April 21, imports gained a mere tenth of a point of case share in supermarkets, according to Nielsen.

Indeed, the two leading imports showed a decline in case share during the period. Corona Extra, apparently still suffering from the effect of last year’s price increase, lost three tenths of a point of case and dollar share in the four-week period, according to Nielsen.

Heineken lost a tenth of a point of case and dollar share, according to Nielsen.

Tecate gained two tenths of a point of case share, as did Heineken Premium Light.

The weakening performance in supermarkets raises a big question going into Memorial Day: Will Crown Imports, which handles Corona, and Heineken USA engage in aggressive pricing activity? Such a move almost inevitably would have an impact on the support retailers give to mainstream light beers.