{"id":5198,"date":"2019-01-08T07:00:56","date_gmt":"2019-01-08T12:00:56","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=5198"},"modified":"2018-12-29T13:53:18","modified_gmt":"2018-12-29T18:53:18","slug":"every-new-beginning-comes-from-some-others-beginnings-end","status":"publish","type":"post","link":"https:\/\/www.beerbusinessunplugged.com\/?p=5198","title":{"rendered":"Every new beginning comes from some other’s beginning’s end."},"content":{"rendered":"

\"\"<\/a><\/p>\n

A review of the past fifty years reveals that there were years which not only defined a product but also changed the industry.\u00a0 In 1975, after several years in test markets, Miller Lite was launched nationally.\u00a0 This brand was not only successful, but its introduction created an entirely new category of beer.\u00a0 Even in today\u2019s market, the light segment remains the most viable.<\/p>\n

In 1983, Corona transformed its bottle from a short, stubby brown container to the current clear longneck.\u00a0 That alteration alone was the most successful package change in the history of the beer industry.\u00a0 Corona’s victory drove the growth of Modelo Especial and all other Modelo products.\u00a0 1983 was another defining year for the beer industry.<\/p>\n

Five years later, in 1988, the craft segment secured its future with the founding of Rogue, Deschutes, Great Lakes, Brooklyn, Goose Island, North Coast, and Wynkoop breweries.\u00a0 These breweries and others including Anchor, Boston, and Sierra Nevada have fueled a segment that has again transformed the beer business.\u00a0 Such successes have led the industry to a record high 7,000 operating breweries.\u00a0 During the last thirty years, the craft segment has provided wholesalers with the opportunity to add volume and margins while simultaneously solidifying their future.\u00a0 Crafts have also enabled wholesalers to be less dependent on their main suppliers.<\/p>\n

In 1999, AB tested a product in Florida which they believed would resonate with Baby Boomers.\u00a0 That product was Michelob Ultra.\u00a0 Twenty years later, Ultra is, and has been the industry\u2019s fastest growing product and shows no sign of slowing down.\u00a0 The lower ABV and carbs, tied to an active\u00a0lifestyle, transcends\u00a0all segments and demographics.\u00a0 Craft brewers, now realizing the volume potential of the lifestyle segment have jumped on board with their offerings of sessionable beers.\u00a0 Again, 1999 defined a growing and changing industry segment.<\/p>\n

The next defining year in the beer business may well be 2018, given the impact of alcoholic waters and seltzers.\u00a0 End caps, displays, and shelf space of local retailers are becoming more dominated by these products.\u00a0 Investment money, from both inside and outside the beer industry, is pouring into this segment.\u00a0 Seltzers with low ABV, low carbs, low calories, and soon, no carbonation, along with organic and natural ingredients have hit the mark with the Millennials.\u00a0 Many in the industry see this segment as a short-lived\u00a0one. \u00a0Many suppliers, however, do not see it that way. Boston Beers \u2019Truly, is planning to double their 2018 volume for 2019.\u00a0 In fact, Boston Beers recently announced\u00a0that their wholesalers are already building Truly inventory.\u00a0 Expect other major suppliers to build inventory in anticipation of substantial\u00a0growth.<\/p>\n

Millennials believe spending six dollars or more for a Starbucks\u2019 cappuccino\u00a0is worth every penny, yet this same group will cut the cord for cable providers as they see no value in a cable.\u00a0 Likewise, Millennials will spend the money on an 11.2-ounce seltzer as it fits their lifestyle.\u00a0 This in itself will define the seltzers category.<\/p>\n

Years from now the industry will look back on 2018 as a year that defined industry standards, as did 1999, 1988, 1983, and 1975.<\/p>\n

Every new beginning comes from some other beginnings\u2019 end.<\/a><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

A review of the past fifty years reveals that there were years which not only defined a product but also changed the industry.\u00a0 In 1975, after several years in test markets, Miller Lite was launched nationally.\u00a0 This brand was not only successful, but its introduction created an entirely new category of beer.\u00a0 Even in today\u2019s […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_s2mail":"yes","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[1],"tags":[],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2xRTi-1lQ","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/5198"}],"collection":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5198"}],"version-history":[{"count":17,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/5198\/revisions"}],"predecessor-version":[{"id":5222,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/5198\/revisions\/5222"}],"wp:attachment":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5198"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}