Calls for an end to the category
Brewer launches "most significant advertising and marketing campaign" in brand's.
Malt-beverage maker alternately gets "harder," softens edge with new brand.
U.S. beer industry brews $253 billion in economic activity and serves up 1.75 million jobs
2014 year-end convenience-store sales data for beer, wine and spirits.
Major Growth in C-Store Sales for Beer Subsegments
The double-digit growth of craft and import beer case sales in convenience stores is admirable, but it's alcohol cider that made a real splash in 2014, growing 125%, according to IRI data, while the beer category as a whole was flat.
52 weeks ending Jan. 4, 2015
|Category/Segment||Dollar sales percent change from a year ago||Case sales percent change from a year ago|
|Domestic malt liquor||2.8%||0.3%|
|Domestic premium beer||-0.1%||-0.7%|
|Domestic sub-premium beer||-3.0%||-3.8%|
|Domestic super premium beer||11.3%||8.8%|
|Progressive adult beverages||3.2%||2.7%|
Source: IRI Infoscan
Strawberry Lime and Watermelon Lemonade available nationwide
MIXXTAILs to come in Long Island, Firewalker and Hurricane flavors
Malt beverage brand could be worth more than $1 billion