Mistic E-Cigs Continues Growth in Dollar and Unit Sales
Growing Brand Solidifies No. 2 Position in XAOC Category; Jumps 400 Percent in C-Store Sales
CHARLOTTE, N.C.--(BUSINESS WIRE)--Mistic®, maker of high quality, value-priced electronic cigarettes, has become the second leading brand of e-cigs across the XAOC (extended all outlets combined) category, based in part on recent data reported by Nielsen XAOC Database and Wells Fargo Securities, LLC.
“We are showing huge improvement in the c-store channel and steady sales growth in the broader retail category due to the streamlining of our supply chain operations which ultimately gives the consumer a consistent experience with Mistic and Haus”
Mistic achieved a 16 percent share in dollar sales and a 24 percent share in unit sales for the 12 weeks ending June 7, 2014, with strong gains during the last four weeks of the same period, receiving a 17 percent share in dollar sales and 25 percent share in unit sales.
“We continue to execute on all levels with our retail distribution strategy,” said John Wiesehan Jr., CEO of Mistic. “Strong margins for retailers and effective sales incentives for consumers have helped build our leadership position in the XAOC category as more smokers see Mistic as a brand that offers great value and taste, as well as a significant alternative to traditional tobacco.”
The company also had the highest year over year growth in dollar sales in the combined XAOC and c-store categories for the four weeks ending June 7, 2014, with a 60 percent increase compared to the same period last year, based in part on data from Nielsen’s Scantrack enhanced AOC database and the Nielsen C-Track Database. Year over year sales in the c-store channel grew 400 percent in the four weeks compared to the same period last year, as sales in the XAOC category grew 25 percent. For the 12 weeks ending June 7, 2014, Mistic improved dollar sales by 52 percent in the combined categories compared to the same period last year, while growing sales in the c-store and XAOC channels by 131 percent and 37 percent, respectively.
“We are showing huge improvement in the c-store channel and steady sales growth in the broader retail category due to the streamlining of our supply chain operations which ultimately gives the consumer a consistent experience with Mistic and Haus,” added Wiesehan. “Mistic already produces all of its e-liquid in the U.S., including the bottling and filling of our Haus branded e-liquid bottles, which we launched earlier this year and continues to gain traction across all retail segments.”
The company announced in April it will move the filling of all of its e-cigarette cartridges to the United States beginning in August. The strategic move further strengthens the world-class supply chain management Mistic already brings to the electronic cigarette marketplace, making Mistic and HAUS™ the first American e-cigarette brands to be fully assembled and packaged in the U.S. on a national scale.
Mistic® electronic cigarettes is a conscious-minded brand of high-quality vapor products, primarily sold through brick-and-mortar retail channels under the direction of its parent company, Ballantyne Brands. The company’s rechargeable and non-rechargeable e-cigarettes are sold in approximately 45,000 retail outlets and wholesalers across the U.S., including Walmart, Dollar General, Kangaroo Express, Circle K, Hess, Family Dollar, Winn Dixie/Bi-Lo and Food Lion, Hackney, McLane Company, Coremark, Nash Finch, Petrey, expanding to 65,000 stores with the introduction of its Haus™ Personal Vaporizer. Mistic continually works to provide customers with a more enjoyable vaping experience at a price below its competitors.