Yesterday’s news, I guess, but I only saw this morning, courtesy of Twitter, that New Belgium is discontinuing Mothership Wit.
(If you can’t see the image it says, “Based on declining sales, and making room in the portfolio for new beer, Mothership Wit is getting shelved.”)
In contrast, Blue Moon Belgian White and Shock Top Belgian White continue to outperform almost everything else in the MillerCoors and A-B InBev portfolios respectively. According to Symphony IRI, Blue Moon White climbed into the Top 15 brands in 2011, selling $88 million in supermarkets (by comparison, Sierra Nevada Pale Ale sold $52 million, Samuel Adams Boston Lager $47 million and New Belgium Fat Tire $33 million).
Blue Moon White was one of only two brands (Michelob Ultra was the other) in the top 15 to increase supermarket sales in 2011.