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The March 2014 Beverage Industry includes a cover story on F.X. Matt Brewing Co., as well as articles about wine blends, rebranding, and more. Check it out today!
Back in the late ‘50s and ‘60s, talking beer stein characters Schultz and Dooley promoted the mellow taste and naturalness of Utica Club lager in TV commercials. At the time, the brand was a strong regional competitor produced in Utica, N.Y., by West End Brewing Co., which is known today as F.X. Matt Brewing Co.
In recent years, the beverage industry has seen craft beers and — even more recently — craft spirits increase in popularity.
Appealing mostly to female consumers and younger consumers of legal drinking age (LDA), the flavored malt beverages (FMBs) — also known as progressive adult beverages (PABs) — segment of the beer market brings in a slightly different demographic than the typical beer drinker, says Jeff Nowicki, chief strategy officer at Bump Williams Consulting Co., Stratford, Conn.
When it comes to the overall alcohol market, manufacturers not only are analyzing their own brand sales but also the respective categories in which they compete. For the beer category, hard ciders are offering consumers an entry point into this multibillion dollar industry, experts note.
Although craft beer case and dollar sales came in at a distant third to domestics and imports during the 52 weeks ending Dec. 29, 2013, in Information Resources Inc. (IRI)-measured channels, the burgeoning segment is making strides to garner more of that market share.
As the economy stabilizes, consumers are trading up for the premium beer offerings available through the imported beers segment, says Edward Hyseh, U.S. research analyst for Euromonitor International, Chicago.
The beer category, which includes domestic beer, imported beer, craft beer, hard cider and flavored malt beverages, has mostly remained flat or suffered minimal declines in off-premise accounts in recent years, according to market research firms.
“We know through all of our research … that a kid is not [just] a kid,” says Carl Sweat, chief marketing officer of In Zone Brands Inc., Atlanta.
Growing up from its former TummyTickler and BellyWashers kids juice brands, In Zone Brands Inc., Atlanta, combined the sibling brands into one and rebranded them under the universal brand name good2grow. The result is a better-for-you juice brand that incorporates lessons learned from the company’s more than 12 years of experience in the market.
Upon entering the century-old F.X. Matt Brewing Co. offices in Utica, N.Y., visitors are greeted with Victorian-era furnishings, including an old bank teller counter with a slanted bottom to accommodate women’s hoop skirts. Historic furnishings like this continue throughout the 400,000-square-foot campus. However, despite its historical appearance, the facility offers many modern touches.