Cheers Fall 2022 | Page 26

TOP SALES DRIVERS

BEST NEW PRODUCTS

BRAND

SUPPLIER

Bud Light Next Dogfish Head Hazy-O Crown Royal RDT Cocktails Deep Eddy Vodka & Soda

Anheuser-Busch InBev Boston Beer Diageo Heaven Hill Brands White Claw Iced Tea Mike ’ s Hard Lemonade Co . Yuengling Light Lager 99

Yuengling & Sons Source : Beverage Information Group survey , May 2022

2022

2022 WINNER :

Anheuser-Busch InBev 7 Winning Brands

PAST SUPPLIERS OF THE YEAR

2021 : Anheuser-Busch InBev 2020 : Anheuser-Busch InBev 2019 : Anheuser-Busch InBev 2018 : Constellation Brands InBev

FOCUSING ON FLAGSHIPS Even before the pandemic , Founders Brewing Co . had begun cutting down on SKUs to focus more on the company ’ s leading brand , All Day IPA . The result is a Top Sales Driver Growth Brands Awards for one of the top-selling craft beers nationally .

“ The brand has succeeded thanks to a strong combination of product attributes such as being refreshing and easy-to-drink , its eye-catching and engaging packaging design , and offering a variety of pack types such as single serve plus both a small and large pack ,” says Amy Miller , associate brand manager , Founders Brewing Co . “ Support from our retail and accounts partners has been invaluable as well .”

Like other leading breweries that have doubled down on flagships , Founders has leaned into the popularity of All Day IPA through line extensions .

“ We ’ re excited to continue growing the All Day Series brand family ,” Miller says . “ Our All Day Series line extensions have helped build brand awareness for All Day IPA . The two brands that have gained the most retail excitement are All Day Haze , a session hazy IPA , and All Day Chill Day , a session cold IPA .”

By expanding a flagship line , rather than introducing new branding , breweries cultivate loyalty among today ’ s consumers , who seek out familiar products .

“ The packaging design for All Day IPA resonates strongly with consumers , encouraging them to write themselves into the All Day story ,” Miller explains . “ With each line extension release , the journey continues as our brand icon , the Woody Wagon , takes consumers to different locales .”

“ The All Day Series is going to expand again in 2023 with a new summer seasonal ,” she adds . “ Additionally , we ’ ll be offering two configurations of an All Day Variety Pack , which will include beloved All Day brands alongside new offerings .”

This reflects a big shift in craft consumer behavior from even just three years ago . Back then , people wanted to drink a new beer every occasion , never repeating . Now , people adhere to familiar staples , or favorite local breweries . Brand loyalty has replaced experimentation as the dominate craft trend .

IMPORTED BEERS REMAIN STRONG The pandemic has greatly hampered imports . Glass and aluminum shortages , shipping problems and factory shutdowns all played a role in limiting inventory . Despite these setbacks , however , imported beer is still extremely popular . These brands continue to benefit from strong cross-demo appeal . “ Modelo only began running English-language ad campaigns six years ago , with these efforts driving a near 20 % rise in household penetration among non-Hispanic drinkers ,” says Greg Gallagher , VP , brand marketing , Modelo . “ The sales data speaks for itself , but Modelo has been connecting with consumers via the Fighting Spirit campaign .”

“ Of course , we also haven ’ t lost sight of the core Mexican and Hispanic consumer base , so we ’ re really just firing on all cylinders ,” he adds . “ Modelo Especial has a strong foundation as the leading brand in penetration rate with Hispanic consumers as well as continuing to expand in the non-Hispanic consumer base by nearly 20 % in the past few years , which is more than any other beer brand in the category . Modelo had the number one share of voice in both English- and Spanish-language TV , with a large focus on live sports . Additionally , we expanded investment into digital and social media to reach an even broader audience .”

26 • Fall 2022 www . cheersonline . com