When it comes to the business world, where headwinds can make growth difficult, the late Jimmy Ray Dean, country music singer, actor, businessman and creator of the Jimmy Dean sausage brand, once said: “I can’t change the direction of the wind, but I can adjust my sails to always reach my destination.”
Within the beverage industry, as brands continue to disrupt the status quo on shelf by blending features of two or more categories with each other, experts note that the craft segment is facing strong headwinds, having a tough time keeping pace with the beer category.