Latest Nielsen: What’s New Belgium Doing Right?

Dear Client:

This isn’t the start craft wanted.

The latest set of Nielsen all outlet scan data, stretching the four weeks to February 16, indicates craft volumes, as defined by Nielsen, are already in the red for the year.

The segment declined 1.6% over the four-week frame, knocking its YTD trend down to -0.3%.

Of the six “craft” franchises highlighted in this particular set, five of them are declining in volume.

The Shock Top franchise is reeling, down 31.8% over the four weeks, and down 21.7% for the year.

Leinenkugel’s Shandy franchise isn’t faring much better, down a little over 20% for the four weeks and the year.

Sam Adams franchise (the beer of Boston’s portfolio) is declining double-digits as well.

The Blue Moon franchise is down 7.2% over the frame, and down 6% for the year.

And the Sierra Nevada franchise’s volume dropped by 5.4% for the four weeks, bringing its YTD trend to -3.7%.

So what’s the only “craft” franchise growing in this particular Nielsen set? The New Belgium franchise, up 3.5% for the four weeks, and now growing 1.5% YTD. More on how it’s turning things around tomorrow.


Coming to San Marcos, California this summer will be “a large-scale, family-friendly dining and entertainment hub” called My Yard Live, per San Diego Eater report.

Why are we sharing this news?

Because one of the four partners behind this imminent 17,507-square-foot entertainment venue equipped with a brewpub is none other than SweetWater Brewing co-founder Freddy Bensch.

Freddy will reportedly be in charge of My Yard Live’s on-site brewery.

For the record, Freddy is on his own in this venture, insofar as SweetWater has nothing to do with it, CBD understands.

No word just yet on how big the on-site brewery will be, or what type of beers they will serve, but stay tuned.

Evidently, this project has been in the works for at least several months now. WestCoasterSD first got the scoop on the “experiential community gathering space” late last year.

At the time, the venue had tapped former Green Flash brewer, Pat Korn, to oversee day-to-day brewing operations, reporting to Freddy. But Pat stepped away from the project earlier this year.
Apparently, Pat and the founders of My Yard Live had differing views on the role the brewpub would play in the project as it progressed, per WestCoaster SD.

“It’s different from other breweries and brewpubs in the way that the beer is one very important piece of several key components that make it unique, including the food and beverage programs, live entertainment, activities, as well as the space,” co-founder Jamie Minotti told the outlet in response to Pat’s departure. “Our vision is to integrate all of these things together for an overall experience, and our beer will be a part of the overall food-and-beverage program, rather than having to stand alone.”

My Yard Live is still on the hunt for a head brewer, as we understand.

Until tomorrow,

Jenn, Jordan, and Harry

“I believe in getting into hot water; it keeps you clean.”

  • G. K. Chesterton

———- Sell Day Calendar ———-
Today’s Sell Day: 18
Sell days this month: 20
Sell days this month last year: 20
This month ends on a: Thurs.
This month last year ended on a: Wed.
YTD sell days Over/Under: +1