While still early, there is growing evidence that leveraging established brands for new alcohol products is a winning way to break through tired or saturated categories.
As you will read in today’s issue, demand for PepsiCo’s Hard Mtn Dew appears to be outpacing the company’s ability to add distribution (story below). That’s a nice place to be and likely not by accident. PepsiCo and partner Boston Beer have launched in states where non-alcoholic Dew is already a strong seller, so there is built-in demand.
Last year’s US carbonated soft drink market notched unprecedented retail pricing growth, driving up category dollar sales by +8.1% on volume that declined -1.1%, according to BD data. As the table below shows, CSD pricing jumped +9.3% in 2021, which represented...
Zoa, the energy drink distributed by minority investor Molson Coors Beverage and backed by megastar actor Dwayne “The Rock” Johnson, looks to generate about $20 million in sales this year since the brand’s launch in March. According to data...
Category Leaders Employ Varying Pricing Strategies to Grow This Year
November 2, 2021
The top-3 US energy drink leaders all posted double-digit growth rates that outpaced the category this year while employing disparate pricing strategies, according to BD data (see table). Red Bull grew ...
Hard Seltzer Market is No Joke for Non-Alcohol Players
October 12, 2021
One couldn’t help noting the array of hard seltzer introductions shown last week at the National Beer Wholesalers Association meeting.
Sonic Hard Seltzer takes cues from the fast-food chain’s non-alcoholic limeade fountain of- ferings. Reality TV chef Gordon Ramsay’s Hell’s Seltzer, with flavors like Berry Inferno and Knicker Twist, touts the drink as ...
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