(Milton, DE) – Dogfish Head Vice President of Sales, Adam Lambert, shared some info with BeerPulse that he sent out wholesalers this week. While the company is already looking ahead at how to maintain growth above 20% moving forward into 2013 and 2014, year-to-date performance has exceeded those expectations.
OVERALL PERFORMANCE:
Through the end of June, sales are slightly ahead of the company’s anticipated goal of reaching 171,000 bbls shipped by the end of 2012; shipments are up 33% over 2011. Total CSE depletions are growing at the same pace as shipments.
CORE BEERS:
Core beer depletion growth is up 21% and accounts for 84% of total CSE business. 90 Minute and 60 Minute still lead the pack with 28 and 24 percent growth respectively. Having moved to the year-round core portfolio, Burton Baton is up 70% for the first six months of the year on a small base.
SEASONALS:
Seasonals are growing at a record pace; with the addition of Tweason’ale, combined total seasonal CSE growth has reached 79% over 2011. The most exotic part of the portfolio, including once-a-year 750 mL offerings, accounts for 7% of the business and has grown 80% through the first six months of the year. A record 38,276 cases of 12/750ml bottles were depleted.
MID-ATLANTIC:
The continued strategy of strong growth in all markets, with a focus on more volume growth closer to home, continues to be successful. Through June, 52% of the whole portfolio is sold within 150 miles of the state of Delaware. Pennsylvania continues to be the number one market followed closely by Maryland, New York, Virginia and Florida. The single biggest distributor growth in pure CSE comes from New Jersey wholesaler, Hunterdon, who have grown 48% year-to-date.
OFF-PREMISE VS. ON-PREMISE:
The account base continues to grow along with average turns per point of distribution. Overall account base mix consists of 65% off-premise and 35% on-premise which is exactly where the company goaled the business model for 2012. Off-premise is growing at a pace of 26% and on-premise at a pace of 35%