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Dear Client: Day two of the Molson Coors Distributor Conference held several new surprises. And although many of the details are embargoed, we can give you a general rundown of some of the highlights. The short conclusion: Distributors we spoke with were generally pleased with their 2027 plans, with one distributor from Maryland telling us, “These are the best plans I’ve seen out of them for years.” Let’s start with marketing and sales in general, and then get into brand
Sapporo Still Soaring Post Stone Sale, Up 27% YTD
Dear Client: After spending the spring and summer months separating itself from its former craft brand, Stone Brewing, Sapporo USA brass is “very excited about this new version” of the company and is “seeing amazing results,” CEO Zach Keeling recently shared with BBD. The brand, which has “grown 30% over the last four years,” is up 27% YTD, outperforming overall beer (-3% YTD) by 30 points in NIQ US xAOC+Conv scans through 8/22. Sapporo shipments are up 12% “right now,”
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