A-B Piloting Shock Top Zest to take on Blue Moon LightSky

Dear Client: Shock Top has certainly seen better days. The brand, which was as big as 800,000 barrels in 2015 shrunk to less than half of that volume in just a few short years – putting out 320,000 barrels in 2019, per New Brewer Stats. 2020 didn’t appear to stop the bleeding either, as Shock Top Belgian White’s off-premise sales and volume both declined double digits during the year, down 16% and 17.5% respectively, per IRI multi-outlet and convenience scans.