Big Changes in Store for Shock Top

Dear Client:While the majority of brands in A-B's High End are thriving [see CBD 02-16-2016], there's one that has fallen on hard times. Shock Top."As we sit here today Shock Top has stalled," High End CMO Andy Goeler said earlier this week at A-B's SAMCOM. "It's hit a wall."The flagship, Belgian White, is down about 3% nationally and the "extension part of the brand is also down fairly significantly," according to Andy.The time has come "to evolve Shock Top's role,"