For our last market research blog of 2020, we decided to review the year by looking through a guilty-pleasure lens, so to speak. This means looking at the year’s blogs that dealt with alcohol, junk food, and even CBD. It was a tough year, we all did what we had to do to get through it. See you in 2020.
Well at least it’s almost over, amiright? 2020, what a mess. It always had a new way to hurt us, only ever briefly pausing the pain to give us some good news (looking at you, MBJ), and felt gratuitously endless. You really do not need market research to tell you that 2020 was horrific, but through it all, we’ve been there with you, chronicling market research and the world that shapes it every week in this humble blog.
We aren’t the type to bury a lede around here, so let’s just get it out: Coca-Cola is gonna start selling booze. No, that doesn’t mean that they are selling Coke cans with the rum already inside of them or anything, (but my lips to your ears, Coke, seriously). Instead, they are getting into the spiked seltzer game, releasing Topo Chico Hard Seltzer sometime in early 20201, they announced this week. Topo Chico, dear readers may recall, is the upstart sparkling water brand Coke acquired in 2017--it has some hipster street credibility, particularly in the US southwest, and Coke feels it has more synergies with the spiked seltzer market than their flagship products.
This lockdown has made for some truly unexpected sights. I never thought I’d see South Coast Plaza’s parking lot entirely empty on a Sunday afternoon, or SoCal’s beaches deserted on the first hot day of the year. But here we are.
When he discovered that the coronavirus lockdown was coming, my best friend stocked up with eight handles of vodka--”necessary provisions,” he called them. Well, it turns out Matt wasn’t alone in this as alcohol sales, according to Nielsen, were up 55% in the third week of March from the same week last year. There’s a lot to unpack in these numbers, so we put in the alcohol industry market research to understand and qualify this uptick, explain why we feel this surge is only temporary, and outline the ways in which these gains have been unevenly distributed.