Despite the struggling economy, growth was seen among the craft segment as well as imports. The higher-priced craft segment continued to post solid gains due to consumers’ attraction to the interesting flavors craft brewers offer. Imports, which previously have been experiencing declines, gained 0.9 percent to 362.8 million cases last year, but that is still 11.1 percent lower than its pre-recessionary levels.
“The super premium, craft/specialty, and flavored malt beverage category has benefited from the craft sector’s growth,” says Eric Schmidt, manager of information services for the Beverage Information Group based in Norwalk, CT. “Consumers are gravitating toward premium products with exciting and new flavors-something the craft segment has done well in providing.”