Miller Gains Share During July 4th Week

Miller Lite, Chill drive gains.

Miller Brewing Company gained share in supermarkets during the week ended July 7 thanks to the performance of Miller Lite and Miller Chill.

Miller Lite picked up two tenths of a point of case share during the period.

Newly launched Miller Chill, available in 63 percent of measured supermarkets, secured a half point of share during the period.

Overall, Miller gained six-tenths of a point of share during the week period. Anheuser-Busch’s share dropped by eight-tenths of a point as the Budweiser family lost a full point of share (Bud Light lost a tenth of a point). Coors Brewing Company, meanwhile, gained an eighth of a point of share.

Category volume was down 2.3 percent in supermarkets during the week..

For the longer four-week period ended July 7, Miller gained a third of a point of share. Miller Lite added a tenth of a point of share, helped by broad-based gains and an increase in baseline (non-promotional) volume.

During that four-week period, A-B’s share slipped by two-tenths of a point and Coors’ share increased by three tenths of a point.

Because the Fourth fell during the middle of the week this year, it’s difficult to get a read on how the category did during the holiday period. Some suppliers are looking at a three-week period to assess performance.