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Mike’s Seeks 10 Share Next Yr; White Claw #2 Brand; Mike’s Hard Lemonade Seltzer 

Mike’s still up 100% yr-to-date, said prexy Phil Rosse during Mike’s 2021 Big Bet Planning Kickoff Meeting, including White Claw up 140% and the whole rest of co collectively up 20%. But ambitions keep growing.  Next yr’s “number one objective is to get you everything you need,” said Phil.  And so Mike’s will double capacity to 300 mil cases, said chief supply chain officer John Sacksteder, having spent $500 mil on cap ex to build 2 greenfield breweries and add new contract production capacity.   Then too, Mike’s at around 6.5 share of $$ in scan data now. Next yr it seeks to get first to 10 share of $$, then to 10 share of volume.  Biggest part of that will be Mike’s goal to grow White Claw to the #2 brand overall in the industry next yr (and #1 ultimately), with top 2 SKUs (V-pack 1 and 2).  But co will also launch its biggest new product ever, Mike’s Hard Lemonade Seltzer, in mkt on March 1.  Mike’s expects to be #1 lemonade seltzer next yr, selling over 10 mil cases.   Mike’s other brands all growing double digits, including Mike’s Hard Lemonade up 13%, Harder up 16%, Cayman Jack up 88% and MXD up 37%.  And Mike’s aims to push all further next yr.  Phil exhorted distribs to “work together to double our business for the third straight year in 2021.” 

Sept 24, 2020; INSIGHTS Express, Vol 22, No 202


Nielsen Summer Recap: Beer $$ +16% from Memorial Day to Labor Day, Seltzers Grab 45% of Gain 

Record off-premise summer for beer and broader alc bev biz now in the books. Beer $$ jumped 15.9% in Nielsen data for 17 wks, covering wk leading into Memorial Day (ending May 23) to wk coming out of Labor Day (Sep 12). That’s $2.3 bil worth of growth. And seltzer got $1.1 bil, 45% of that, flying up 154% for the period, “impressive,” per Nielsen veep Danelle Kosmal. Yet avg seltzer prices dipped almost 8%, with promoted prices dropping 11.5%. That’s competition for ya. Other top growing segments also above premium: super premiums +19% and craft +13.5%. Other smaller but hotter segments: hard tea (+33.5%). non-alc beer (+38.4%) and hard kombucha (+104%), Danelle shared.

During summer of 2020, 12-pks+ gained 4.5 share.  Danelle and team “expect for this to be a lasting trend throughout the next few months.” Labor Day timing still impacted 1-wk trends, but beer gain for week thru 9/12 back to strong +19.9% vs yr ago (a week that did not include a holiday). And “core beer (excluding FMB/seltzers)” had “one of its strongest weeks since June,” +13.6%, led by 29% gain for super premium segment and 22.5% gain for craft.


 Sept 22, 2020; INSIGHTS Express, Vol 22, No 200