Is the import lager the new Michelob? Our profile of Guinness (page 20) gives a look at how an import brand that retains a strong profile among gourmet beer drinkers will look to grow within the sea of craft products. But the bulk of the growth in the import category remains with brands that are easy trade-ups from the light lager that has long dominated U.S. beer. Corona, Modelo, and Dos Equis are all up, but so are Stella and Beck’s. Is it a trade-up from Bud and Miller? It’s a possibility – the flavor profile isn’t as demanding as a hoppier or darker beer, but the brands are well-established and even sell at a discount to most crafts.
SOURCE: IRI, a Chicago-based market research firm (@iriworldwide)
52 Weeks through 8/9/15