Even 1% of that long-tail market represents millions of dollars-for Cacti it was $51.2 million, not much less than what Oskar Blues Brewery and Harpoon Brewery sold combined in IRI-tracked chain retail.Īs the country’s largest seltzer brands continue to dominate the market, ABI appears to be losing patience with brands that aren’t picking up significant chunks of what’s left. 28, almost three times what the category sold in 2019. chain retail stores tracked by IRI during the most recent 52-week period ending Nov. 30, and characterized the decision to end his involvement as “mutual.” ABI had previously referred to the partnership as “a long-term collaborative effort.” A representative for the rapper told Ad Age that his partnership with ABI expired on Nov. 5 and is being sued as part of its fallout. Ten people died during a crowd surge during Scott’s performance at Astroworld festival on Nov. It was the target of a class-action lawsuit over its use of the word “agave,” and rapper Travis Scott, the official partner and celebrity endorser of the brand, is caught in his own legal trouble. Meanwhile, off-premise chain retail data tracked by IRI puts Cacti at 1.1% of all its hard seltzer sales in grocery, convenience, and big box stores.īut ABI’s focus on hard seltzer families with far more brand affinity wasn’t the only problem facing Cacti. The eight brands ahead of Cacti account for 88.9% of share.Ĭombined on- and off-premise data from Fintech and the National Beer Wholesalers Association (NBWA) had Cacti at just over half a percent of the hard seltzer market, although it’s not clear if ABI had put effort behind Cacti for on-premise placements in lieu of Bud Light seltzer, which earned about 2% of total can volume in 2021.įintech and the NBWA only show category leaders White Claw (9%), Truly (2.6%), and Bud Light Hard Seltzer (1.9%) as having any significant can share in the on-premise. White Claw and Truly, the top brand families in the category, account for 69% of all chain retail sales. The move, first reported by Beer Business Daily and Beer Marketer’s Insights, indicates how little patience major players have for brand building in the long tail of the hard seltzer market, and is evidence that ABI plans to let Bud Light Hard Seltzer (#3 in chain stores), Michelob ULTRA Organic Seltzer (#6), and Bud Light Platinum Seltzer (#11) take center stage for the foreseeable future.Ĭacti, a top-5 hard seltzer brand within a week of its launch, saw sales fall to, at best, 1.1% of the market, the #9 spot overall. Nine months after launching Cacti Agave Spiked Seltzer as “ the future of hard seltzer,” Anheuser-Busch InBev (ABI) has pulled the plug on the once-white-hot brand. Big plays, smart moves, and otherwise curious indicators of beer's possible future.
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