Hitting ‘Reset’ on High-End Beers
Consumer trends drive need to rethink growing subcategory.
Beer is one of the dichotomies of the current recession. As you’d expect, with thousands losing their jobs and consumers cutting back on spending, premium-beer sales are down or flat at best at c-stores (down 1.4% for the year ending May 17).
Logically, if premium is down, the pendulum swings for subpremiums: The subcategory is up 7.4% in sales for the same time period, according to Allscan Convenience Data from Information Resources Inc. (IRI), Chicago.
And yet here’s the real dichotomy: Sales of superpremium beer are up 21.4%, and craft beers 9.0%.