(St. Louis, MO) – One of Anheuser-Busch InBev‘s fastest-growing brands will soon expand again with another new product introduction.
Shock Top Pumpkin Wheat will join Belgian White and Raspberry Wheat with a national launch in August according to sales materials from AB InBev.
Pumpkin Wheat Description: “Shock Top Pumpkin Wheat is a traditional Belgian-style wheat ale brewed with ripe pumpkins and a variety of autumnal spices, including nutmeg, cinnamon and cloves, for a refreshingly smooth beer that fully captures all the flavors of fall.” 5.2% ABV.
Pumpkin Wheat is the first in a new “seasonal collection.”
The Shock Top product line began with Belgian White debuting as a chief competitor to Miller’s Blue Moon Belgian White in December of 2007. Raspberry Wheat followed it as the second Shock Top beer on March 7th of this year. Both are year-round offerings.
Aside from Tilt, Shock Top is AB InBev’s fastest-growing brand. Not surprising considering that progressive adult beverages and craft beers are still the only growers in the sagging beer category. Case sales according to recent IRI data show Shock Top Belgian White sales up 63% YTD through mid-May. Blue Moon Belgian White is still up 23.5% YTD despite having been launched in 1995.
The sales split between the two, according to the same data set, was at 73% Blue Moon / 27% Shock Top.
The attention that AB is dedicating to Shock Top comes at a cost to the Michelob specialties though. Michelob Jack’s Pumpkin Spice is going to be replaced by Shock Top Pumpkin Wheat. Though unconfirmed (hey, it’s holiday weekend), this news jibes with that which was reported on The Beer in Me website last month saying that “Michelob Marzen, Michelob Porter, Michelob Pale Ale, and others in their craft line had been discontinued due to a lack of demand.”
Shock Top is proving to be successful for AB InBev so far so expect to see more styles roll out over the coming months.