“Sink or Swim” Situation in Craft Right Now, But Could Still Grow Over Long Term

Dear Client: One of the topics on the ground at NBWA has been how craft is really struggling at the moment— especially those caught between uber local and very large. The scandata speaks for itself.  That dynamic was on display during NBWA’s general session, where Mary Guiver, Whole Foods’ category manager, global senior category merchant for beer and spirits, and Ellie Preslar, Sierra Nevada vice president of sales, gave their takes on the segment’s trajectory. They both agree it’s a