This June 2007 was the coolest June in 3 years while retailers and manufacturers of seasonal beverages are being effected by the year-over-year changes in hot days versus 2006. Eventhough June did see an increase of favorable selling days in the Northern Rocky Mountain, North Central and the Northeast regions of the United States, the YTD trend is down 27% for days greater than 90 degrees, and 32% for days greater than 100 degrees Farenheit. Drought is most intense in the deep South and Southwest driving increased demand for soft drinks and other beverages.
Beverage manufacturers are being advised to focus on specific weeks over the next 120 days where weather trends will favor the promotion and sales of warm-weather product and avoid the less favorable periods.