Premium subscription content, to sign up, join here
In a year highlighted by the popularity of hard seltzer, it was still IPA that again showed tremendous staying power, increasing volume by about 6.5% in grocery, convenience, and liquor chain stores tracked by IRI, a market research firm. As a category, IRI-tracked “craft” IPA sold 2.5-times more volume than the #2 style, Pale Ale.
And the emerging leader in IPAs, the hazy or juicy IPA, is showing resilience for both taprooms and IRI-tracked retailer channels. But taking a closer look at what constitutes a hazy or juicy IPA in those channels reveals some critical differences in how those beers are being designed, presented, and drank by consumers — all under the same broad banner.
The insights derived from this research will help brewery owners and decision-makers think about their audiences and channels with clear intent. Sign up to read more.
This article is part of the Sightlines Premium channel. Only subscribers have access to the content, and the community discussion.
An insights-driven professional community and content subscription for the craft beverage industry.
Introducing a premium content subscription with weekly articles, insights, and data that stimulate an ongoing conversation for brewers and beverage producers in emerging categories. Led by Michael Kiser and Bryan Roth of Good Beer Hunting, and a team of category experts, the goal is turn curiosity into actionable insights for business leaders and decision-makers.
Membership benefits:
Weekly newsletter content via
Community access
2-way dialog with GBH team
50% company discount
Words by Bryan Roth