{"id":8923,"date":"2012-03-07T00:59:49","date_gmt":"2012-03-07T06:59:49","guid":{"rendered":"http:\/\/appellationbeer.com\/blog\/?p=8923"},"modified":"2012-03-07T00:59:49","modified_gmt":"2012-03-07T06:59:49","slug":"rip-mothership-wit","status":"publish","type":"post","link":"https:\/\/appellationbeer.com\/blog\/rip-mothership-wit\/","title":{"rendered":"RIP, Mothership Wit"},"content":{"rendered":"<p>Yesterday&#8217;s news, I guess, but I only saw this morning, courtesy of Twitter, that New Belgium is discontinuing <em>Mothership Wit<\/em>.<\/p>\n<p><img decoding=\"async\" src=\"http:\/\/www.appellationbeer.com\/images\/20120307-mothership.jpg\" alt=\"New Belgium discontinues Mothership Wit\" class=\"centered\"\/><\/p>\n<p>(If you can&#8217;t see the image it says, &#8220;Based on declining sales, and making room in the portfolio for new beer, <em>Mothership Wit<\/em> is getting shelved.&#8221;)<\/p>\n<p>In contrast, <em>Blue Moon Belgian White<\/em> and <em>Shock Top Belgian White<\/em> continue to outperform almost everything else in the MillerCoors and A-B InBev portfolios respectively. According to Symphony IRI, <em>Blue Moon White<\/em> climbed into the Top 15 brands in 2011, selling $88 million in supermarkets (by comparison, Sierra Nevada <em>Pale Ale<\/em> sold $52 million, Samuel Adams Boston Lager $47 million and New Belgium <em>Fat Tire<\/em> $33 million).<\/p>\n<p><em>Blue Moon White<\/em> was one of only two brands (Michelob <em>Ultra<\/em> was the other) in the top 15 to increase supermarket sales in 2011. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Yesterday&#8217;s news, I guess, but I only saw this morning, courtesy of Twitter, that New Belgium is discontinuing Mothership Wit. (If you can&#8217;t see the image it says, &#8220;Based on declining sales, and making room in the portfolio for new beer, Mothership Wit is getting shelved.&#8221;) In contrast, Blue Moon Belgian White and Shock Top &#8230; <a title=\"RIP, Mothership Wit\" class=\"read-more\" href=\"https:\/\/appellationbeer.com\/blog\/rip-mothership-wit\/\" aria-label=\"More on RIP, Mothership Wit\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[292],"tags":[],"class_list":["post-8923","post","type-post","status-publish","format-standard","hentry","category-musing"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p4wTn-2jV","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/8923","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/comments?post=8923"}],"version-history":[{"count":10,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/8923\/revisions"}],"predecessor-version":[{"id":8933,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/posts\/8923\/revisions\/8933"}],"wp:attachment":[{"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/media?parent=8923"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/categories?post=8923"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/appellationbeer.com\/blog\/wp-json\/wp\/v2\/tags?post=8923"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}