Surprise Share Gains in Yellow Lagers

Dear Client: Much has been reported about craft's growth and with good reason: the segment is up 18% in the latest four weeks to August 11 in IRI all-channel scans -- an acceleration -- while total beer volumes are up only 0.6%. It's quite a performance and it's the fastest growing segment of beverage alcohol. But let's tease out craft and see what other beer brands are driving growth. Clearly, it's about sweeter flavorings and higher alcohol. But there are