New Belgium 2013: “A Tale of Two Halves”

Dear Client: New Belgium came out of the gate strong in 2014, with Fat Tire up 20%+ and variety packs up even stronger in IRI to January 26. But sales chief Joe Menetre said 2013 was a "tale of two halves." The first half was rough, coming off a slowing 2012 seasonal lineup. Even Snow Day, which had previously been 30% larger than any seasonal they'd done before, experienced some slowdown. Ultimately, "we had to regroup and look at huge