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Craft Brew News

Beer Marketer's INSIGHTS brings you a new e-letter to cover the hottest segment in the beer biz, craft, in-depth, as it deserves:

CRAFT BREW NEWS


As a subscriber, you get breaking news and much more: numbers, insights, analysis, people, events and perspectives that only BMI can provide. All brought to you in a lively, easy-to-read style. Craft Brew News brings you the knowledge you need to compete effectively in this dynamic segment.

You get accurate, reliable and relevant info to help you make key business decisions: Competitive trends, coverage of key events, interviews with key players, profiles, media coverage and much more. Craft Brew News also includes out-of-the-box features and items only found in the singular world of craft beer, from brand collaborations to unique events and promotions.

Craft Brew News is an e-letter published at least once a week, 60+ times a year, including flashes whenever need-to-know info breaks. CBN will also include occasional forays into the exciting world of specialty imports as well as big brewer efforts to compete in the craft arena. This publication synthesizes what you need to know about craft, helping you avoid information overload, while giving you data and insights you need to maximize your business opportunities.

Subscribe today and get Craft Brew News for the low introductory price of just $225 per year, available for a limited time only. Call for special discounted multiple copy rates. And remember you subscribe at no risk. Your satisfaction is guaranteed. If at any time you are dissatisfied with CBN, we'll refund the unused portion of your subscription.

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In latest move to pull back on Ballast Point, Constellation opted to shut down Ballast’s additional taproom location in Daleville, VA, reported local news channel, 10 News. Recall, after Constellation took second impairment charge on Ballast earlier this yr, it closed Ballast Point’s Temecula brewpub and Trade Street brewery (sour and barrel-aged facility), while “halt[ing]” any further expansion plans or any future “broad-based” brand intros (see Apr 16 issue). Decision to close “had nothing to do with the location’s profitability but rather the brand as a whole,” one employee told news channel. Taproom site officially closes on Sep 29 while the brewing facility next door will remain open. Keep in mind, Constellation has been using Ballast VA production brewery for innovation experiments such as Western Standard barrel-aged lager. Co plans to continue to use site as “innovation hub” to produce beers, FMBs, hard seltzers and more, and “may consider, down the road, leasing the facility to a third-party operator. Meanwhile, Ballast Point declines continue to steepen in natl scan data. Sales dropped 37% by $$, volume down 35% for latest 12 wks thru Aug 24 in Nielsen All Outlet data provided by Morgan Stanley’s Dara Mohsenian; $$ down 27%, volume…

Publishing Info

  • Year 2019
  • Volume 10
  • Issue # 80
Cans continue to command craft growth. All craft can pkgs up 18% by $$ for 13 wks thru Aug 10 in broad Nielsen off-premise scans. Can sales up by over 20% for 26 wks, now over 40 share of craft $$ same period. (Note this data set slightly different from Nielsen channels we typically report on, including all outlet plus convenience, military and liquor plus.) Craft in cans edge ever closer to half of scan $$ and volume. Hit 45 share of $$ and closer to 46 share of cases for last 4 wks thru 8/10. Cans were just 30 share of the segment for 52 wks between Aug of 2017 and Aug of 2018. Contributing to can growth, at least in part: large pack sizes also gaining share of the segment in these Nielsen scans. Combo of 15, 18, 20, 24 and 30 packs (both cans and bottles) totaled 5.5 share of craft $$ for 13 wks to 8/10. About the same as craft 4-pks. And these larger pack sizes almost 8 share of craft volume. Vast majority of that remains in 15ers, over 2.2 mil cases and 6 share of segment volume for 13 wks. And they’re still…

Publishing Info

  • Year 2019
  • Volume 10
  • Issue # 75
Sierra Nevada natl sales conference featured big departures for co coming in 2020, its 40th anniversary year. By far the biggest, for the first time in its history Sierra Nevada will sell a product beyond beer. Sierra Nevada will launch an as yet unnamed hard kombucha on draft nationally on Jan 1, with packaging coming in Mar. And it will not be branded as Sierra Nevada. Sierra will also launch its 2d brand in newly defined “Little Thing” brand franchise, following on heels of wildly successful Hazy Little Thing. So Wild Little Thing, a sessionable sour, will launch nationally in Mar. And Sierra will be taking Sufferfest, its first-ever acquisition, natl this fall, “blazing the trail in functional beer,” per founder Caitlin Landesberg. That’s 3 big outside-the-box initiatives for the iconic craft co. But it will also feed fire on Hazy Little Thing, natch, and attempt to augment its flagship Sierra brand family in several ways, including a 40th anniversary Hoppy Ale as a Spring Seasonal, a yr round Imperial IPA called Fantastic Haze that ships in Dec and more. Sierra Up Double Digits in Jul, Up 1% YTD Sierra Nevada volume getting back on track, a “significant turnaround,” noted…

Publishing Info

  • Year 2019
  • Volume 10
  • Issue # 71
For 1st 4-wk period in quite some time, short-term craft trends better than yr-to-date in Nielsen off-premise scans. But $$ growth remains sluggish, volume still soft and seltzers keep gettin’ all the glory. Craft $$ up 0.9% for 4 wks thru 7/27 in broad all outlet data from Nielsen, a touch better than 0.7% gain YTD. Short-term volume also better but still negative, -0.1% for 4 wks vs -0.6% YTD. Despite much greater availability of large pack sizes in craft, often at lower (in some cases, much lower) price/case, average craft prices still up 35 cents/case, about 1% for 4 wks. Improvement in July driven by better trends for a couple of larger brands. Over a 9-pt spread between Sierra Nevada’s 4-wk and YTD volume trends, with cases up 6.9% for 4 wks but still off over 2% YTD. It’s been in the black for each 4-wk period since early June. New Belgium also keepin’ up strong off-prem trends, volume +8.4% for 4 wks, now up over 6% YTD. Sam Adams remains a drag on craft growth, but now off high single-digits last few periods vs double-digit declines earlier in yr. All 3 brand families were down or down more…

Publishing Info

  • Year 2019
  • Volume 10
  • Issue # 68
Craft beer is a “different category than it was two or three years ago,” Boston Beer founder/chairman Jim Koch acknowledged on co’s Q2 earnings call yesterday afternoon, soon after reporting huge 17% shipments and depletions gain for the qtr (see yesterday’s issue). Craft is “more mature, more stable,” yet still sees “a thousand new entrants a year. So it’s a category where it’s really difficult to grow if you’re fully distributed and your brand’s been around a long time.” Like Sam Adams. So Boston execs not exactly surprised that Sam Adams continues to underperform in craft. Asked about the brand’s softness – total Sam franchise $$ down 13.3% yr-to-date thru Jul 13 in Nielsen all outlet data – Jim said its current status actually falls “pretty much in the ballpark of expectations.” However, it’s “gaining share in seasonals,” he said. As we noted yesterday, Sam Seasonal $$ +6% for 4 wks thru Jul 14 in IRI multi-outlet + convenience data, now down just 1.5% YTD. Yet total craft seasonals off double digits for both periods. Within craft in general, Jim expects, over “three to five years” that “retailers are going to be more selective about what they put on shelves”…

Publishing Info

  • Year 2019
  • Volume 10
  • Issue # 66
Growth isn’t just going to “new” or “small,” but “local.” All of craft’s growth these days is local, according to off-premise data shared by Nielsen alc bev veep Danelle Kosmal during today’s BA Power Hour. “Local craft,” defined as any brand with 85+% of its volume in one state or retailer, is up 5% by $$ in Nielsen’s broadest all outlet (with convenience, liquor and military) data for 52 wks thru 6/22. Such brands represent just over 10 share of total Nielsen craft $$ (including big brewer brands), but gained almost 1 full share pt in the last yr. And they tend to sell for about $5 more per six pack, with an avg price of $14.34/6-pk compared to craft avg of $9.26. Then too, pull “Local” out of craft and the rest of the segment is down 1.7%. So perhaps no surprise that “local” is important for most craft consumers. A “locally made” craft beer plays an important role in purchasing decisions for 59% of regular craft drinkers and 64% of weekly craft drinkers, according to poll results shared by Nielsen’s Caitlyn Battaglia. So “local” tracks within a point of interest in “Independent” for both casual and core craft…

Publishing Info

  • Year 2019
  • Volume 10
  • Issue # 63
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 2019 Beer Marketer's Insights Seminar

★ANNOUNCING★
The 2019 Beer Insights Seminar will be held in New York City, on Sunday evening, November 17th to Monday, November 18th at Convene.