Market Watch, September 2018
72 MARKET WATCH MARKETWATCHMAG COM SEPTEMBER 2018PHOTO BY ISTOCKPHOTOCraft brews Mexican imports and RTDs were the beer Hot Brand stars of 2017 reflecting the overall trends of the U S beer market While the list includes several peren nial winners an impressive number of brands joined the ranks for the first time including new releases that are off to stellar starts Thirty six brands from the beer cider and RTD categories are recognized as 2017 Impact Hot Brands up from 31 labels the year prior Twenty two of the current winners werent on the list in 2016 includ ing four craft brews two imports one cider and a whopping 14 RTD labels Indeed for a number of those RTDs the hot flavor of 2017 replaced the hot flavor of 2016 demonstrating the ongoing impor tance of flavor extensions in the marketplace RTDs accounted for more than half of the total list and included alcoholic teas lemonades sodas seltzers and packaged cocktails Hot Brand honors are awarded to established brands with double digit growth in 2015 2016 and 2017 established brands with at least 15 growth last year brands among the top ten in their respective categories with at least 5 growth in 2017 and at least 15 growth since 2014 and significant new products Seventeen brands that were hot in 2016 didnt make the cut in 2017 Most notable among them were Corona Extra Corona Light Laguni tas IPA and its sibling Little Sumpin Sumpin ale and Ballast Point Sculpin IPA Domestic Beers StrugglesIn general large volume domestic brews continue to struggle while imports driven by Mexican Beers HOT BRANDSCraft and Mexican imports continue to lead the fastest growing beer brands BY TERRI ALLANMW0918_
You must have JavaScript enabled to view digital editions.
