Market Watch, April 2016
One year ago a single new product shook up the beer world unexpectedly We were taken completely by surprise says Joseph Doust co owner of the 15 unit Cap N Cork chain in Indiana This one was a real shocker The product was Not Your Fathers Root Beer 1099 to 1299 a six pack of 12 ounce bottles from Wauconda Illinois based Small Town Brewery The brew tastes nearly identical to a non alcoholic root beer We didnt set out to create a new category explains Small Town owner Tim Kovac We just wanted to create an innovative and high quality product Not Your Fathers Root Beer sold an esti mated 24 million cases in 2015 according to IRI data It didnt take long for similar brands to hit the market Many took advantage of the scarcity of Not Your Fathers which was allocated for much of 2015 as sales outpaced supply even as Small Town partnered with Pabst Brewing Co to increase distribution Boston Beer Co owned Coney Island Brewing Co debuted a hard root beer 1099 to 1199 a six pack of 12 ounce bottles in August while newcomer W G Brewing Co released its first product Wild Ginger 899 to 999 a six pack of 12 ounce cans in the same month Both brands tout their craft positioning a key factor as mega brewers Anheuser Busch InBev A B InBev and MillerCoors rolled out hard soda lines a few months later Other craft producers like Covington Louisianas Abita Brewing Co and Utica New Yorks F X Matt Brewing Co have also gotten in on the trend APRIL 2016 MARKETWATCHMAG COM MARKET WATCH 77Soda flavored beverages are taking the beer category by storm but will the trend last BY SUSANNAH SKIVER BARTONIn the past year alcoholic sodas have taken the beer category by storm Consumers are flocking to the sweet offerings and retailers like Hy Vee shelves pictured left have responded by stocking an ever growing array of brands and flavors from root beer to orange soda
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