"More and more as the craft segment matures, we're going to have to be sharper per channel, per market, per SKU how you want to build your proposition, he said. There will be a rationalization and that's the expected approach. We need to facilitate that for retailers but also our distributors. It's also part of our strategy to be very sharp on how we launch or roll out innovations and the tradeoffs."
"Those opportunities include expanding Lagunitas Hazy IPA from a draft-only release to package, building on the successful launch of 9% ABV Hazicus Maximus hazy IPA, which now boasts 20,000 points of distribution, and revamping the packaging for non-alcoholic hop water Hoppy Refresher."
"the goal is to see what resonates and respond quickly."
Lagunitas is moving to expand its Hazy IPA from draft-only to packaged formats while leveraging the strong launch of 9% ABV Hazicus Maximus, now in 20,000 distribution points, and revamping packaging for non-alcoholic Hoppy Refresher. The seasonal 10% ABV Unrefined Shugga' returned nationally in bottles and club packs following consumer demand. Strategy focuses on rapid response to what resonates and sharper, market- and SKU-specific positioning, anticipating rationalization to help retailers and distributors. The brand aims to revitalize social occasions through the Party Legend activation to capture party-focused drinking moments. Industry churn includes unexpected closures and M&A rumors.
Read at www.brewbound.com
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