![]() “Retailers who understand their consumer needs and preferences will adopt a hybrid of category management practices that include support of large volume brands that drive a lot of front-end sales dollars with new offerings that combine high growth/high velocity turns the shelf to address consumers need for new balance with legacy brands,” says Williams. However, the mainline brands will still be important, according to BWC. That might mean more space being taken from craft beers and domestic brands as retailers look to meet the needs of their customers. That should lead to consumers seeing shifting product lineups at retail and the continued expansion of the hard seltzers. Plus, forecasts call for them to grow to an 8% market share by 2025.Īs 2022 unfolds and the effects of the pandemic still linger, it seems that the beer market will still be a place of change as new products continue to pour in. While hard seltzers and other new offerings occupy a small portion of the overall beer market, currently a little over 4% according to IWSR data, their sales help offset the losses on legacy brands. Only 3 of the top 25 selling beer brands grew dollar sales in 2021-Modelo Especial up 5.4%, Corona Premier up 0.2%, and Coors Banquet up 0.3%. Part of the reason companies are leaning heavily into new areas is to offset the declines that traditional beer brands have been experiencing over the last decade. "Long Drinks, Ranch Waters, Variety Packs, RTD's, NA Beer/Spirits/Wine and Spirits expansion is going to make for an interesting ride this year.” "Manufacturers didn't just sit back on their laurels and "hope" to break even this year the best and brightest of them made big moves with partnerships, acquisitions, innovation, expansion, and investment spending," said Williams. Topo Chico Hard Seltzer was one of the hottest debut products in 2021.
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