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As we pointed out in a recent newsletter, the last few months have proven a strong stretch for the Summer of Fruit Beer—that category was well ahead of others in terms of IRI-tracked dollar sale growth in June, July, and August. But it's not the only category worth watching.
On a whole, the grouping of "Variety Pack" was +18.5% in that same timeframe, just a few points behind IPA's growth. A big part of that is likely because of the pantry-loading that's become common during COVID-19's outbreak, as larger format packaging became a larger part of shopping decisions. 12-pack variety offerings from large players like Sierra Nevada, Revolution, and Golden Road have been some of the biggest winners thanks to placements and price. But this is only half of the story. Sign up to read more.
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