My latest issue of the Modern Brewery Age newsletter arrived via email last Friday. It's a ridiculous subscription, but as I have been getting more into the business of breweries, it has become a surprisingly invaluable and useful resource.
In any event, one of the useful features is the statistics that Pete drops into each issue. For example, in this past newsletter he looked at the Top 50 Craft Packages, Year to Date Ending 2/19/2012.
Not surprisingly, the top of the list is dominated by three breweries: Sam Adams, Sierra Nevada, and New Belgium; these three occupy all 12 of the Top 12 packages (Sam Adams Boston Lager 12pk is #1 with almost $4mil in sales on that package alone year-to-date).
There is only 1 package on the list from a Wisconsin brewery. Would you like to guess what it is? A "package" is, roughly, any bottled product available for retail sale. So, what do you think?
New Glarus Spotted Cow 6pk? Nope. That was my guess.
New Glarus Spotted Cow case? Nope. That was my second guess.
At this point, I was guessing almost anything else: Supper Club, Point, etc.
But the real answer? New Glarus Assorted 6pk. At number 50 on the list of the Top 50 nationally with a little over $419K in sales year-to-date.
The range of the Top 50 - under $500K in 2 months to over $3mil in 2 months - is pretty interesting to me. Sam Adams has 3 packages with over $3mil in sales for 2 months! Sierra Nevada is the only other craft brewery with 1. And New Belgium only has one package over $2mil in sales. This is pretty telling on not only the difference in scale from a National brand like Sam Adams, or even Sierra Nevada and New Belgium, to a local/regional craft like New Glarus. New Glarus is the only brewery on the list that is not available in multiple states. Also, there were 15 "Assorted", "Variety", or "Seasonal" packages (both 6pk and 12pk) in the Top 50.