Quick. Name three brands that have driven national awareness of craft1 beer.
Given that Boston Beer Co., Sierra Nevada Brewing and New Belgium Brewing emerged as the Craft Big Three credit must go to Samuel Adams Boston Lager, Sierra Nevada Pale Ale and New Belgium Fat Tire.
But these aren’t the brands leading growth for those companies now. So it hardly seems a surprise that today Shanken News Daily reported sales of Samuel Adams seasonal beers2 have surpassed the venerable Boston Lager. The seasonals are Octoberfest, Winter Lager, Noble Pils and Summer Ale (fall through summer).
So far this year, seasonal beers accounted for 25% of case sales, Boston Lager 24% and Twisted Tea Original 20%. Twisted Tea sales are up 36% for the year, with Twisted Tea Half & Half growing 52% (off a smaller base).
Previously, you’ll recall, Shanken’s Impact Databank reported that Fat Tire accounted for 70% of New Belgium sales in 2008, 67% in 2009 and 60% in 2010. And that Sierra Nevada Pale Ale sales slipped from 76% of the company’s total in 2009 to 71% in 2010.
Diversity indeed.
1For the sake of simplicity, the Brewers Association definition.
2Through Oct. 2 in food, drug and convenience stores, so this doesn’t take draft sales into account.
I have not understood why a craft brewers rotating brands are considered one brand. Boston Lager is still the #1 selling fluid that does not taste like one of the other fluids it makes, right?
Alan, I agree that seasonal seems like a strange category. But in this case, it is interesting that Sam Adams has a beer in every season (on average) that outsells Boston Lager. That’s a gigantic shift.
Most if not all of the Sam Adams draft accounts in my area no longer offer Boston Lager, only the seasonal. Changing taps from BL to seasonal is sure to be a significan portion of the draft numbers.
But that’s putting the decisions in the hands of Applebees managers, not the consumer. I don’t think you can truly say consumers don’t prefer the flagship if it’s not even offered to them.
Truth be told, I’d drink Boston Ale over a lot of beers offered on tap, but it’s been off tap for probably decade.
Given the choice between Boston Lager and any of the 4 seasonals from Samuel Adams, only Winter Lager would get the nod on a regular occasion. As WallyG3 notes though, that is given the choice, which unfortunately you are not.
Agreed, Stan. And it would be interesting to know what % Boston Lager’s LCBO sales account for. As the biggest booze buyer in the world with limited US craft beer offerings, it might skew things even further… in the sense that we don’t have choice but we represent significant sales.
That being said, I heart their Scotch Ale and wish it was available around here outside of a mixed case. They have so many brands it is a bit odd to think of them as even having a flagship.
Interesting that so much is being made over “on tap” choice when there is plenty of choice on the floor at my local liquor store.
I can’t remember the last time I bought a Boston Lager six or 12 pack, yet I know that I bought the Winter Lager recently, at least two 12 packs of the Octoberfest, the Summer and Noble Pils — not to mention the mixed 12 packs — that actually have the BL in them.
The last time I bought a Boston Lager as a conscious choice was, surprisingly, on tap at a local pizza joint that always has it.
On the other hand, I do tend to reach for Sierra Nevada Pale Ale on a semi-regular basis.