3 Big Numbers is a weekly column that looks at a few key details from around the c-store industry.
It’s no secret that beer sales are struggling. Sales were down 1.2% in 2024, according to the Brewer’s Association, and overall domestic shipments dropped by almost 6% last year, according to data from the Beer Institute.
However, the category remains an important pillar at c-store. NACS noted in August that alcohol and packaged beverages make up a quarter of inside sales and gross margin, so beer can’t just be written off.
In this week’s “3 Big Numbers,” we’re looking at key findings from a recent beer distributor survey from Goldman Sachs and what it says about the coming spring and summer months.
54%
The percent of distributors who expect stronger sales this summer than in summer 2025, according to a Goldman Sachs survey.
While long-term trends may be disappointing, distributors see some signs of progress in the beer space.
According to Goldman Sachs, 54% of respondents expect beer sales to be higher this summer selling season than they were during the same period in 2025. Only a quarter expect this summer to be worse than last year’s.
Part of the optimism may be because of the FIFA World Cup, scheduled for June and July. Distributors expect the tournament, along with the 250th anniversary of the U.S., to drive some strength in alcohol sales.
However, they still expect beer volumes to be down 1.3% for the full year.
63%
The percent of distributors who expect promotional activity from brands to pick up this spring.
While economic factors aren’t the only reason for declining beer sales, they certainly aren’t helping. That’s where promotional activity can help — and distributors expect to see a big push on that front this year.
Around 63% of respondents said they expect promotional intensity to rise in the coming months. Notably, 37% said they expect no change, meaning no respondents expected a decrease in promotional activity this year.
In particular, some distributors expect to see more promotional activity around the World Cup and America’s 250th anniversary.
1%
The amount of shelf space distributors expect Constellation Brands to gain on average in spring resets.
Since stocking the right drinks is immensely important, changes to shelf allotments show the beer category landscape is shifting. And for this spring, the shifts seem to be favoring beer, wine and spirits producer Constellation Brands.
On a weighted average store basis, Constellation — which sells brands including Modelo, Corona and Pacifico — is expected to gain about 1% more shelf space. On the flip side, Molson Coors is expected to lose about 2% of its shelf space.
Beer may also lose some space to ready-to-drink cocktails, according to the survey.
