Random Acts Of Beer Industry Desperation

beer, Random Acts Of Beer Industry Desperation

Boulevard Breiwng’s new canned cocktail line

It’s no secret that the beer sector is struggling, that its dominance as America’s most popular drink is under assault.

The numbers look bleak for America’s biggest beer brands…Even craft beer’s once unstoppable momentum is slowing…And we’ve three recent beer business announcements that smack of desperation…

Boulevard Brewing Introduces New Canned Cocktail Line

Any time a brewing company introduces a new direction that doesn’t involve its core product, beer, we’re suspect…And on Thursday, Boulevard Brewing announced the launch of a new line of canned cocktails.

Jeff Krum, the president of Duvel Moortgat USA, which owns the Kansas City craft brewery, explained the company’s entrance into ready-to-drink cocktails as more of a “side hustle.”

Our little side hustle started as an interesting diversion, but it’s taken on a life of its own…While we’ll always remain first and foremost a craft brewer, sometimes you just want something different..”

And while we enjoyed Krum’s explanation for the launch of Fling Craft Cocktails, we see that “side hustle” as an obvious play to capture the droves of millennials who are abandoning beer for wine and spirits….

Anheuser-Busch Adds Cutwater Spirits To Its “Beyond Beer” Portfolio

beer, Random Acts Of Beer Industry DesperationOn February 20th Anheuser-Busch announced that it had acquired Cutwater Spirits, an award-winning spirits and canned cocktail company that was founded in 2016 by former Ballast Point executives and has quickly become a leader in the premium ready-to-drink sector.

Anheuser-Busch’s Bud Light, on the other hand has seen its sales drop 17 percent between 2012 and 2017, falling to $14.5 billion, according to Euromonitor

And the fact that Anheuser-Busch even has a “Beyond Beer” portfolio to begin with, speaks volumes about beer today…

Saint Archer Introduces Light Lager

There was a time when brewing a “Light Lager” was something that ‘craft’ or even ‘crafty’ breweries such as Saint Archer, would avoid like the plague.

beer, Random Acts Of Beer Industry DesperationBut Michelob ULTRA, which at 2.6 grams of carbohydrates and 95 calories has so successfully tapped into a growing body of consumers committed to healthier and more active lifestyles, that now everybody wants in.

According to Behind the Beer MillerCoors-owned Saint Archer Brewing is now testing Saint Archer Gold, a light Helles-style lager “which checks in at 95 calories and 2.6 grams of carbs per 12-ounce serving, aimed at active, health-conscious 25- to 44-year-old men and women.”

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