Most of what I write about involves grand category averages. What determines category growth or decline, however, happens at a lower, brand level of aggregation. To that end, I decided to see how individual brands–both new and existing–performed in 2016. The results illustrate many of the challenges that craft as a category faces going forward. […]
Brand Level Growth Shows Future Challenges
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Written By
Bart Watson
, Vice President of Strategy & Chief Economist
Vice President of Strategy & Chief Economist
Bart Watson, Vice President of Strategy & Chief Economist for the Brewers Association, is a stats geek, beer lover, and Certified Cicerone®. He holds a PhD from the University of California, Berkeley, where in addition to his dissertation, he completed a comprehensive survey of Bay Area brewpubs one pint at a time. You can follow him on X, formerly known as Twitter, @BrewersStats.
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