Gross margin at 49.7% decreased from the 51.4% margin realized in the comparable26-week period in 2018, primarily as a result of higher processing costs due to increased production at third party breweries and higher temporary labor requirements at Company-owned breweries to support increased variety pack volumes, partially offset by price increases and cost saving initiatives at Company-owned breweries.
Advertising, promotional and selling expenses increased $11.8 million from the comparable26-week period in 2018, primarily due to increased investments in local marketing, media and production, higher salaries and benefits costs and increased freight to distributors due to higher volumes.
General and administrative expenses increased by $6.9 million from the comparable26-week period in 2018, primarily due to increases in salaries and benefits costs, stock compensation and Dogfish Head transaction-related fees of $1.5 million.
The Company’s effective tax rate for the26-week period ended June 29, 2019 increased to 24.1% from 18.5% in the comparable26-week period in 2018. This increase was primarily due to a lower tax benefit from stock option activity recorded in accordance with ASU2016-09.
The Company expects that its June 29, 2019 cash balance of $3.0 million, together with its future operating cash flows and the $112.5 million unused balance remaining on its line of credit, will be sufficient to fund future cash requirements. The company currently has $37.5 million outstanding on its line of credit.
During the26-week period ended June 29, 2019 and the period from June 30, 2019 through July 19, 2019, the Company did not repurchase any shares of its Class A Common Stock. As of July 19, 2019, the Company had approximately $90.3 million remaining on the $931.0 million share buyback expenditure limit set by the Board of Directors.
Depletion estimates
Year-to-date depletions through the28-week period ended July 13, 2019, excluding Dogfish Head Brewery depletions, are estimated by the Company to have increased approximately 17% from the comparable period in 2018.
Outlook
The Company currently projects full year 2019 earnings per diluted share to be between $8.30 and $9.30. This projection excludes the impact of ASU2016-09. The Company’s actual 2019 earnings per share could vary significantly from the current projection. Underlying the Company’s current 2019 projection are the following full-year estimates and targets:
| • | | Depletions and shipments percentage increase of between 17% and 22%. |
| • | | National price increases of between 1% and 3%. |