![]() ![]() Read More The BMW of beer: Brewery crafts luxury approachīoth companies are hoping a lineup of seasonal flavors can keep the shandy party going a little longer. ![]() ![]() I think the idea of a straight-ahead Shandy outside the summer season at this point is gonna be difficult." "Over time you'll see (shandy) stick around longer and it will eventually go year round," said Newman. He points to the success of brands like Blue Moon Brewing's Belgian White and Magic Hat's Number #9 as example of beers once perceived largely as summer staples that have crossed over to become successful year-round brands. "It's opened up some eyes and people are admitting it's a lot bigger than they'd ever thought it would be and it's bringing in new beer drinkers." Summer fling "Some of the same brewers that were making fun of it seven years ago are now starting to get into it and I think it's a nice form of flattery," he said. Reflecting on the competition, Jake Leinenkugel said where he once saw confusion, if not outright derision, from fellow brewers, he now sees imitation. Read More How this ale became craft's most popular brew Its UFO Big Squeeze shandy has a grapefruit flavor. The brewery released its first shandy this year, made with New England favorite Del's Lemonade, and President and CEO Mark Hellendrung told beer industry trade site that it can't keep the new shandy in stock, saying sales are "out of control."Įven brewers like Boston's Harpoon Brewing, which built its business on the back of the hoppier and bolder flavors of the popular IPA style, are offering shandys for the first time this year. Larger players like Anheuser Busch, with its Shock Top Lemon Shandy, and Mike's Hard Lemonade have already entered the space.īut smaller players like Rhode Island-based Narragansett Beer, are also finding success. We're still below that line, but we're building and I would say we're at least one-and-half times better off on distribution than we were at this time last year," said Jake Leinenkugel.Īs the shandy audience expands, so too does the competition, as brewers both large and small look to capture a piece of the pie. "We feel wherever there is a Sam Adams placement there should be a Leinenkugel Summer Shandy placement. It's that type of room to grow that has Leinenkugel's pursuing an aggressive growth strategy for the Summer Shandy brand. ![]() Read More Roll out the barrel! Craft beer growth jumps again "Yet ciders continued year after year to have high double-digit growth increases, albeit off a small base, much like we're seeing with shandy, but over the last several years ciders have exploded." "When I look at shandies now, the thing that comes to top of mind is cider, 10 years ago, when ciders weren't even a blip on the radar," he said. Wandel likens the current state of the shandy segment to another recent high-growth area. O ff-premise sales of the major shandy brands in multi-outlet channels, which include supermarkets, drugstores, Target and Wal-Mart, totaled $67 million in 2013, up 227 percent versus the year before, a ccording to Daniel Wandel, senior vice president, Beverage Alcohol Market Insights Group for IRI, a Chicago-based market research firm. While still small, the category remains a bright spot at a time when overall beer sales are stagnant. ![]()
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