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Dogfish Head Enters OK Next; 7 States & Counting This Yr; Up Double-Digits Last 4 Wks

After tripling sales team head count, adding capacity and reshaping portfolio, Dogfish knew it would enter “at least five new markets” in 2017. But this mo Dogfish Head will already add its 7th new state this year, Oklahoma, with Oklahoma Beer Imports LLC, co announced yesterday.  Dogfish entered NM in Jan, MN, AL and MO in Apr, and WV and (northeastern) KS in May as well, now in 37 states + DC total. And co still says it will “expand into additional states in 2017,” in press release. Indeed, Dogfish has been most aggressive indie craft co in terms of mkt expansions this year. And it’s starting to pay off in terms of growth.  Sales jumped 12% for latest 4 wks and 6-7% for 12 wks thru May 14, bringing it to $$ up 4% and volume up 5% YTD in IRI multi-outlet + convenience data. Its average price per case is down about $0.75, but Dogfish still claims highest avg price of any top-25 IRI vendor at $53.15/case. Following a flattish overall 2016, Dogfish poised to bounce back this yr thru new distribution, new brands and new cans.

Publishing Info

  • Year: 2017
  • Volume: 8
  • Issue #: 49
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