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Most Top Craft Brands Declining in Early SoCal IRI: Sculpins Down Big

Been a long time since craft’s seen this much red at the top. Twelve of top-16 craft brands down in SoCal IRI yr-to-date thru 2/19.  In most cases, brands declining nationally declined more so here. Blue Moon Belgian White down 16%, Shock Top Belgian White down 35%, NBB Fat Tire down 18.5%, Sierra Torpedo IPA and Boston Lager down 15%, Kona Longboard down 13%.  Sierra Pale (-6%) actually a little better here than nationally.  But perhaps most surprising is brands we’re not used to seeing down struggling big time.  Most notably, both Ballast Point Sculpin (-24%) and Grapefruit Sculpin (-17%) are down double-digits.  Then too, Stone IPA $$ down 2%, and Kona Big Wave Golden Ale and Hopper Variety Pk down 1% and 8% respectively.  Each of those brands grew strong double-digits nationally in 2016 IRI.

Meanwhile, top-2 craft brands in SoCal, Firestone 805 Blonde (+10%) and Lagunitas IPA (+17%) both growin’ solidly, albeit at slower paces than previous year.  That’s right, both of these brands larger than Blue Moon Belgian White here.  Stone Delicious IPA is outlier of the bunch, flying up 183% tho sales starting to lap roll out as well.  Lagunitas Little Sumpin up 10.5%.

Publishing Info

  • Year: 2017
  • Volume: 8
  • Issue #: 20
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