“This large disparity in growth rates led to fairly rapid shifts in market share in the on-premise space, with craft beer winning share directly at the expense of premium and import brands,” said Pecoriello. Based on data from GuestMetrics, comparing the first three quarters of 2012 against the similar timeframe from 2011, craft beers gained +220bps of share, while premium regular lost -30bps of share, premium light lost -100bps of share, and imports lost -110bps of share.
“As consumer tastes continue to evolve, and the variety and selection among craft beers continues to expand, it will be critical to closely monitor these trends on a month-to-month basis, and to see if the large brewers are able to stem the tide of share losses, whether through creative marketing, acquisition of craft brands, or brand extensions,”
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