As the beer category continues to evolve, brewers are relying on innovation and segmentation to increase their market share. New flavors, styles and ingredients are the order of the day as hard seltzers increasingly win over consumers.
Hard seltzer and flavored malt beverages registered 34.7% dollar sales growth in 2019, according to Chicago-based IRI. Domestic sales of superpremium beer grew 12.4%, subpremium 1.1% and craft beer 3.4%, IRI data shows, while domestic premium declined 3.8% by volume and cider dropped 5.3%.
Nonalcohol beer offerings saw a 30.1% sales jump on launches such as cannabis-infused Two Roots Shadow Monk and Heineken 0.0, which debuted in April 2019. Meanwhile, imported beer continued its upward trajectory, up 8% in dollar sales and 5.8% for case sales, according to IRI.
Click through for a look at seven alcohol beverage innovations from the past few months.