(St. Louis, MO) – Anheuser-Busch will take a page from the playbook of rival, MillerCoors, when it introduces a new summer seasonal this year.
Miller’s Jacob Leinenkugel Brewing had a very successful run with Summer Shandy in 2011. In just three years, the brand has grown to a powerhouse with nearly 200,000 barrels produced in just a six-week period last year. Consider that some of the largest craft breweries don’t even produce 200,000 barrels in a full year. Leinie’s is planning to expand its Shandy line with new flavors in late 2012 as well.
What better evidence that it is time for AB to get in the Shandy game?
Anheuser-Busch will launch Shock Top Lemon Shandy as a summer seasonal. The label can be seen above and a full bottle shot is available here.
The company is still building out the Shock Top line, having added Wheat IPA and Pumpkin Wheat in recent months. At an industry level, both styles had performed well in Symphony IRI scan data prior to AB adding them to the portfolio.
Shandy has yet to take off with other breweries though, according to MillerCoors most recent earnings release, Leinie’s Summer Shandy grew 80% in sales over 2010.