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Raise a Glass: Beverages Consumers are Sipping this Summer
Pennsylvania Ag Connection - 07/29/2020

goPuff, Philadelphia, the go-to solution for immediate everyday needs, analyzed beverage sales, survey and trend data to identify the country's most beloved beverages, our thirstiest cities and more as Americans brace - and hydrate - for one of the hottest summers on record. From White Claw to Waterloo, goPuff's Integrated Data & Consumer Research team dissected the data to predict this year's "summer sip."

Daniel Folkman, vice president of business at goPuff, said, "With a vertically integrated model, we're able to leverage real-time sales, unique behavioral and survey data to understand the beverages goPuff customers love most -- and make predictions about future consumer behavior. The past few months have brought about new ways of life for many of us, and as we continuously work to analyze and predict trends for our partners, we identified that Americans have shown an increased interest in having beverages of all kinds delivered, with a few standout favorites."

goPuff's beverage sales have seen a tremendous boost this year, with alcohol orders increasing exponentially during the first half of 2020. Cities like Philadelphia, Boston, Washington, D.C., and Chicago have experienced the highest order volumes this year, but others hot on their tails since the start of the pandemic in March include El Paso, Texas; Bridgeport, Stamford and Norwalk, Conn.; Albuquerque, N.M.; Detroit, Mich.; and Albany, Schenectady and Troy, N.Y.

Additional summer beverage trends include:

- The 2020 Summer Sip is ... Hard and spiked seltzers once again reign supreme, based on unit sales and orders, with domestic beer and red wine trailing close behind. Nearly half (48 percent) of goPuff customers prefer White Claw over other brands like Truly, Twisted Tea and Mike's Hard Lemonade (black cherry, lemonade and mango are among the most-ordered White Claw flavors). As of February, more White Claw is sold out of one of goPuff's Philadelphia facilities than any other off-premise location in the entire country. Yet, 28 percent of goPuff customers surveyed say they plan to mostly drink beer this summer (Bud Light and Miller Lite), while 26 percent plan to mostly drink hard seltzers (White Claw and Truly) and 19 percent plan to mostly drink wine (19 Crimes and Black Box).

- Americans Love the Fizz. Seltzer sales -- of the non-spiked variety -- also continue to rise, with a 63 percent increase from March to April on popular bubbly brands like Waterloo and Spindrift.

- The Homebound Effect: What Time is Happy Hour ...? Compared to this time last year, goPuff customers are now more likely to order alcohol between 12 -- 6 p.m., and less likely to order it between 6 p.m. -- midnight. Customers are also more likely to order alcohol on the weekdays than they were in 2019, but once the weekend rolls around, it's cause for celebration -- 69 percent of weekly Korbel Brut Champagne sales take place Friday -- Sunday (while 60 percent of single, 24-ounce cans of Miller High Life are ordered during the week).

- An Alternative Source of Energy. goPuff has seen a massive 210 percent increase in energy drink orders since the beginning of the year, with Red Bull and Monster the most popular brands. Reign is the most popular new energy drink brand, while sports drinks like BODYARMOR, Gatorade, Powerade and Vitamin Water have seen recent sales growth, as well.

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