Brand extensions of the category leader, which include Cold Press Coffee Pumking, have also been a hit. Pumking, for example, saw its volume sales jump 45% from 2017–2018, perhaps aided by additional packaging options that shifted toward four-packs of 12oz bottles. That figure (tracked in the same way) is only a 400-BBL decline from the category’s peak in 2015, however, and some brands have even increased sales in the interim. That’s about the same amount that brands like Samuel Adams' New England IPA or SweetWater Brewery's Goin' Coastal Pineapple IPA sold in the timeframe. Led by brands like Pumking, UFO Pumpkin Ale (made by Harpoon Brewery), Lakefront Brewery's Pumpkin Lager, and others, the group in 2018 sold around a combined 8,400 barrels’ worth of beer in grocery, convenience, and other stores tracked by IRI, a market research firm that compiles scan data from chain stores. While that makes it difficult to establish a solid baseline of health, most of the top-selling Pumpkin Beers do act as standalone brands, which can guide some analysis.īy that measure, the top 20 Pumpkin Beers have mostly seen flat sales in recent years.
3, 2017,”) showed broad declines for the category. Some coverage from 2016 ( “pumpkin-spiced beer” volume declined about 13%) and 2017 (“ down 6 percent last year in the 12 weeks leading up to Dec. One of the challenges of tracking the category is that, despite its wild popularity just a few years ago, many Pumpkin Beers are typically tucked into brewers’ "Seasonal" SKUs-meaning they include the beer under a code used for all other seasonal brands.
Big plays, smart moves, and otherwise curious indicators of beer's possible future.
0 kommentar(er)
