“Why is My Favorite Beer Dead?” Craft SKUs Get Cut

Dear Client:   With most retailers still trying to keep the number of SKUs at bay due to COVID-style shopping patterns, as well as the glut of better-for-you brands coming to market, craft breweries are having to eyeball the viability of their SKUs more than ever. In many cases, they're making cuts.  The trend predates COVID, but the pandemic certainly seems to have accelerated the practice.  BBD readers may have read a story we wrote last month quantifying this trend. Data