In MGM’s feature film “The Wizard of Oz,” the munchkins guided Dorothy to “follow the yellow brick road” to get her to the Wizard in hopes of returning home. For the U.S. beer market, one could instruct consumers to follow flavored malt beverages (FMBs) to see where the future of beer is heading. Indeed, the market showed to be a driving force as it posted dollar sales of $3.9 billion, a 43.1 percent increase, for the 52 weeks ending Dec. 29, 2019, in total U.S. multi-outlets with convenience, according to Chicago-based Information Resources Inc. (IRI).
An on-trend segment within the overall beer market, FMBs have served as an innovation hub for the category over the years. However, recent consumer trends have helped elevate the segment’s status.