Leinenkugel’s Sunset Wheat is headed south, thanks in large part to the rise in craft beer sales.
The brewer launched Sunset Wheat in spring 2006, and sales have already exceeded company expectations, said president Jake Leinenkugel.
The sales growth is part of an explosion in the craft beer segment, which posted an 11 percent increase in sales in the first half of 2006, according to the Brewers Association, a Boulder, Colo., organization that tracks the industry.
“The demand for craft beers continues to fuel the beer category’s resurgence and wheat beers have been especially instrumental in driving this growth,” Leinenkugel said in a statement. “The success of Leinenkugel’s Sunset Wheat has exceeded our expectations in terms of consumer response so we’ve decided to introduce it in new markets.”
Rising craft brewsales may in fact be a sign of….aging.
Some marketing gurus view discouraging beer sales of the past 18 months as the inevitable result of an aging population leaving behind the “unsophisticated” tastes of its youth. According to Brewers’ Association Director Paul Gatza, that’s only part of the reason.
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Gatza acknowledged that older consumers move toward buying products they perceive as more sophisticated. He pointed out that when beer consumers—especially women—hit 30, they tend to move away from domestic beers and toward wine. But double-digit increases in imports and craft beer sales clearly demonstrate that many beer drinkers are switching from premium to specialty beers, not switching their beverage of choice.
Gatza added that “pop the cap” laws lifting beer alcohol limits in several Southern states during the past few years were largely fueled by specialty beer lovers—and lifting the alcohol limits allows c-stores to offer more intoxicating options and increases the variety of specialty beers they can sell.