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Issue link: http://read.dmtmag.com/i/567665
www.cheersonline.com 24 • September 2015 2013-2014 Brand Supplier 2010 2011 2012 2013 2014 % Change Angry Orchard Cider Boston Beer Co. -- 40 1,700 7,900 14,300 81.0% Redd's Apple Ale MillerCoors -- -- -- 7,020 8,550 21.8% Bud Light Lime Mang-o-Rita Anheuser-Busch InBev -- -- -- -- 7,500 --% Bud Light Lime Raz-ber-Rita Anheuser-Busch InBev -- -- -- -- 5,850 --% Miller Fortune MillerCoors -- -- -- -- 5,000 --% Redd's Strawberry Ale MillerCoors -- -- -- 1,450 3,330 ++% Modelo Especial Chelada Constellation Brands -- -- -- 400 2,550 ++% Samuel Adams Rebel IPA Boston Beer Co. -- -- -- -- 2,020 --% Bud Light Lime Cran-Brr-Rita Anheuser-Busch InBev -- -- -- 600 1,900 ++% Johnny Appleseed Anheuser-Busch InBev -- -- -- -- 1,350 --% Smith & Forge MillerCoors -- -- -- -- 1,270 --% Stella Artois Cidre Anheuser-Busch InBev -- -- -- 300 1,040 ++% All Day IPA Founders Brewing Co. -- -- -- 450 780 73.3% Bud Light Lime Apple-ahhh-Rita Anheuser-Busch InBev -- -- -- -- 315 --% Guinness Blonde American Lager Diageo Guinness -- -- -- -- 250 --% River Ale Deschutes Brewery -- -- -- 131 146 11.5% ++ Greater than 100% RISING STARS Brands less than fi ve full years of age that have exhibited substantial growth over the past few years. (000 2.25-Gallon Cases) LAGUNITAS IPA LAGUNITAS BREWING CO. FAST TRACK 2014 CASES SOLD: 4.4 MILLION Q&A WITH KAREN HAMILTON, regional marketing manager at Lagunitas CHEERS: What factors/trends are driving the Lagunitas brand and the IPA category? KH: We've been making our IPA since 1996, and it has been our fl agship beer. With the rise of interest and preference for the IPA category, we have been fortunate to have been an early producer and have enjoyed the increase in attention for these types of beers. We have bumped up capacity at both of our breweries and have been able to keep up with consumer demand. CHEERS: Are there any specifi c promotions or initiatives that have helped fuel brand growth? KH: A defi ning strategy was to keep our commitment to our vision to have the IPA as our fl agship—in the face of much criticism in the early production years. IPAs were not popular then, and we had to overcome many objections in the market to leading with this beer. Fortunately, we were right to stay the course! CHEERS: How will Lagunitas stay relevant in the future with an ever-evolving consumer? KH: Well, we won't change our recipe, as it has proven the test of time and is quite tasty! We have other nice beers in our portfolio and we are constantly creating new and interesting fl avors. So if consumers' tastes eventually do change—which is probably inevitable—we hope that what we are creating now will carry us successfully into the future. BEER THEY ARE