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The entire premise of this article is wrong. It’s a false narrative.
And we can prove it. https://www.wsj.com/articles/coronavirus-brings-beer-drinkers-back-to-bud-light-11589799376">https://www.wsj.com/articles/...
And we can prove it. https://www.wsj.com/articles/coronavirus-brings-beer-drinkers-back-to-bud-light-11589799376">https://www.wsj.com/articles/...
Drinkers aren’t “opting” for Bud Light over craft any more than they’re “opting” to buy all their beer through mass chain retail right now.
Many of craft’s sales channels have been deemed ILLEGAL.
There’s no “opting” in this scenario. People are buying what’s accessible.
Many of craft’s sales channels have been deemed ILLEGAL.
There’s no “opting” in this scenario. People are buying what’s accessible.
But even in those limited channels, sales are up for EVERYONE. And that means craft.
Our analysis on @gbh_sightlines has shown that yes, in the earliest part of the lockdown, large format ruled, largely because getting product to market was limited. https://www.goodbeerhunting.com/sightlines/2020/02/04/all-in-on-off-premise-covid-19-causes-100-million-jump-in-store-based-beer-sales">https://www.goodbeerhunting.com/sightline...
Our analysis on @gbh_sightlines has shown that yes, in the earliest part of the lockdown, large format ruled, largely because getting product to market was limited. https://www.goodbeerhunting.com/sightlines/2020/02/04/all-in-on-off-premise-covid-19-causes-100-million-jump-in-store-based-beer-sales">https://www.goodbeerhunting.com/sightline...
And brands like New Belgium and other larger craft were also at the top of the list, because they have better supply, larger/affordable packs size, and familiarity.
But also, people still wanted craft beer.
They’re buying what’s familiar - to them. https://www.goodbeerhunting.com/sightlines/2020/02/04/packaged-beers-bull-market-shoppers-stock-large-format-flagship-brands-in-initial-days-of-covid-19-panic">https://www.goodbeerhunting.com/sightline...
But also, people still wanted craft beer.
They’re buying what’s familiar - to them. https://www.goodbeerhunting.com/sightlines/2020/02/04/packaged-beers-bull-market-shoppers-stock-large-format-flagship-brands-in-initial-days-of-covid-19-panic">https://www.goodbeerhunting.com/sightline...
And as people looked outside of those initial pantry-stocking behaviors, we saw seasonals with a big opportunity to refresh palates and shopping behaviors: https://www.goodbeerhunting.com/sightlines/2020/02/04/grading-on-a-curve-covid-19-shifts-national-trends-toward-states-and-seasonals">https://www.goodbeerhunting.com/sightline...
And ultimately, the data shows that the same things that were selling before the lockdown are persistent. Consumer preference isn’t shifting, at all.
It’s just reorganizing around where they can get it and with what brands they can satisfy that itch. https://www.goodbeerhunting.com/sightlines/2020/02/04/the-wisdom-to-know-the-difference-style-preference-isnt-shifting-during-covid-19-access-to-market-is">https://www.goodbeerhunting.com/sightline...
It’s just reorganizing around where they can get it and with what brands they can satisfy that itch. https://www.goodbeerhunting.com/sightlines/2020/02/04/the-wisdom-to-know-the-difference-style-preference-isnt-shifting-during-covid-19-access-to-market-is">https://www.goodbeerhunting.com/sightline...
Anecdotally - a lot of tiny brands who have been able to pivot to package-only, delivery, and curbside are reporting that they’re approaching pre-Covid volumes again (margins obviously lower) through these new channels.
Preference persists!
Preference persists!
So this narrative that suddenly all these craft drinkers are reverting to Bud Light is just some kind of wet dream narrative-building for wholesalers and corporate brewers.
It’s not true, at all.
Many wholesalers are cutting 15-20% of their non-priority SKUSs!
It’s not true, at all.
Many wholesalers are cutting 15-20% of their non-priority SKUSs!
Covid was a shock to the supply chain. Not consumer preference.
And some wholesalers used it to cut bait.
Don’t invest in narratives. Invest in the data and the insights.
This is the part where I tell you that you can subscribe:
You should subscribe: https://www.goodbeerhunting.com/sightlines-premium">https://www.goodbeerhunting.com/sightline...
And some wholesalers used it to cut bait.
Don’t invest in narratives. Invest in the data and the insights.
This is the part where I tell you that you can subscribe:
You should subscribe: https://www.goodbeerhunting.com/sightlines-premium">https://www.goodbeerhunting.com/sightline...
