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Home D Market
January 15, 2009 - In recessionary times, beer is often thought of as
"recession proof". A review of the last quarter of 2008 in the NY Home
Distributor's retail market, however, reveals a somewhat different
story. While budget brands like Keystone Light and Natural Light had
some of the largest case share increases, some higher priced brews
experienced increases as well. For example Yuengling, which has
consistently experienced case share losses in this market, saw
significant case share increases. And while certainly not a budget
brand, its mid-level pricing and reputation as a premium American lager
suggest it's being seen as a "trade up" in this economy. Further
supporting this theory are the significant case share losses within
craft beer, a segment whose average case share price exceeds Yuengling
by more than $10. Sam Adams suffered a loss of .75 for the quarter,
wiping out its healthy summer gains, and Blue Point's losses were also
substantial at .61.
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Last updated: March 11, 2014