Redd’s Ales, Leinenkugel’s Shandies On The Rise For MillerCoorsApril 26, 2016
While it continues to be tough sledding for MillerCoors’ mainstream beer brands, the company has seen gains for above-premium labels Redd’s and Leinenkugel’s lately, with their flavor-focused portfolios making gains. In particular, Leinenkugel’s Grapefruit Shandy (4.2% abv) surged in only a partial year on the market in 2015, nearing a quarter-million (2.25-gallon) cases in its debut, according to Impact Databank.
“Grapefruit Shandy was the number-one craft launch in 2015 with just one SKU, despite being available nationwide for only a few months,” says Royce Carvalho, Leinenkugel’s senior marketing manager. Riding the grapefruit flavor trend, the new entry’s robust growth helped make up for a slowdown last year by Leinenkugel’s core Summer Shandy, a lemon-flavored brew that was up 0.4% to 6.4 million cases following double-digit progress the previous two years. Leinenkugel’s is extending again with a Watermelon Shandy this year.
Meanwhile, MillerCoors’ flavored Redd’s franchise saw sales climb by double-digits in 2015. Redd’s Apple Ale slipped 13% to 7 million cases, but higher-alcohol Wicked Apple more than doubled to 3.4 million cases, while new launches Green Apple and Wicked Mango enjoyed a strong reception, reaching 1.5 million cases and 950,000 cases respectively.
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