How to Sell Beer in 2017

beer-shelf

It’s a tough time to be a “big” brewer.

AB InBev and MillerCoors continue to watch as flagship brands slowly decline in sales, but some legacy craft breweries are suffering as well. Sales of Sierra Nevada’s Pale Ale (2.8 percent) and Torpedo IPA (2.3 percent) are down. Sam Adams continues to face a free fall for Boston Lager, declining nearly 12 percent in 2016.

Diagnosing the problem points to a host of symptoms, from longtime brands going stale among consumers who always want something new to the rise in importance of what’s “local.”

“If [consumers] have two [beers] they feel are equal, and one’s local and one’s not local, that’s an important part to the decision for two-thirds of craft purchasers,” Brewers Association economist Bart Watson recently mentioned at a Brewbound Session in San Diego.

So what are these Big Boys of beer to do? Follow the lead of their smaller, more nimble competition.

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