Here comes Shock Top


(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.

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13 thoughts on “Here comes Shock Top

  1. Pingback: Extra! Extra! 4th of July Beer News! | Good Beer Fest

  2. If it’s anything like Shock Top, we have a lot to be afraid of. I’d prefer Blue Moon over Shock Top and Allagash White over them all.

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  4. So they took Jack’s Pumpkin Spice recipe and added malted wheat? What a joke, this crap is already taking space on the shelf and it’s not even out yet.

  5. Love Shock Top. The Raspberry is GREAT, really love the taste. If the Pumpkin tastes anything like the Raspberry the sales should go through the roof.

    Has anyone tried the Belgian Wheat with a slice og lemon as they do with the Cheval Blanche in Canada. The taste of a white wheat and lemon is great.

  6. Disappointed in this beer. Apparently it replaced Jack’s. Was hoping it was just a rebranding but that isn’t the case.

    Huge let-down. jack’s was my favorite seasonal (affordable) beer.

  7. I love the raspberry it is just a stellar beer all a round. I’ve only drank a sixes of this pumpkin and have mixed reviews. I was expecting a flavor rush like in the raspberry but it was not there, It has a well mixed fall taste that I appreciate, but it leaves a full flavored after taste that can only be satisfied by drinking more. I would have to say that it beats blue moons pumpkin harvest hands down,

  8. They bought out Jack’s Pumpkin and replaced it with this. IT IS NOT WORTH THE TRADE OFF! I miss Jack’s sorely, and am quite depressed as Jack’s was one of those things that I truly looked forward to in the autumn season. I’m crying on the outside.

  9. I was sadly dissapointed to learn this year that jacks pumkin spice had been replaced.Please bring it back,the whole shock top series in beer just dosent cut it.I understand you are trying to compete with blue moon,well jacks had blue moon pumpking harvest beaten by far.I will say blue moon is a much better tasting beer than shock top,take the damn citrus of the lime out it,and it would be decent.Schlafly pumpin beer beats any hands down

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