Reinventing Seasonals

Dear Client:  Seasonal beers, a hero to the craft category just a handful of years ago (remember the importance of "OND?"), continue to lose share in the COVID era.  YTD, in IRI multi-outlet and convenience channels to 8/9, they're up slightly in dollar growth but down almost a full share point of craft dollars. If you look at the more recent periods, the style loses even more share -- it's down 1.5 dollar share of craft in the last 4