Beer industry analyst: premium lights doing better than we think
Consider this by example: Boston Beer Co. had one of the best growth years of its history. Indeed, it added more barrels than any other craft brewer in 2011. And yet a single light beer brand gained twice as many barrels as the entire Boston Beer Co. did, at least in off-premise SIG scans. That brand is Coors Light. Modelo Especial also accomplished that feat. Kinda puts it in perspective when a single second-tier imported Mexican brand gains twice as much barrelage as the fastest growing craft brewery in the country.
via Beer Business Daily.
There is definitely room for craft to grow. I can’t wait to see it hit 10% market share.
Gotta start becoming more price competitive with the big three if they really want to hit 10% market share.
I don’t think they should become more price competitive. The article says it’s the sub-premiums that are losing share. If anything, the bigger names are the ones whose prices have skyrocketed over the last decade. When you have $20 for beer, do you want a case of bud or coors light, or do you go with a couple six packs of some good stuff? To me, most crafts are more than twice as good as a macro. The prices reflect that.