Leinie's Summer Shandy Posts Hot Sales
Outselling previous Leinie seasonals.
Launched in April, Leinenkugel’s Summer Shandy is selling better than any previous seasonal released by the Jacob Leinenkugel Brewing Company.
Over 16,000 barrels of lemonade-flavored Summer Shandy have been sold to retailers since its April launch. And the sales rate has been accelerating.
“We have the potential to double our initial forecast,” said Dick Leinenkugel, vice president of sales and marketing
“Crafts are hot,” he said. “People are looking for differentiated styles of beers. We have been able to deliver that from Leinenkugel’s. Leinenkugel’s Summer Shandy is a unique flavor offering and incredibly refreshing during warm weather months.”
A recent article in Supermarket News quoted a manager at the suburban Milwaukee retailer Metcalfe’s Sentry Foods who identified Summer Shandy as one of the store’s “most popular seasonals.”
Summer Shandy is the No. 1 growth brand among all beer brands in supermarkets in core Midwestern states (Illinois, Indiana, Iowa, Michigan, Ohio and Wisconsin). In Midwest supermarkets, Summer Shandy’s velocity is nearly double that of the Samuel Adams and Blue Moon summer seasonals.
Even though almost all of Summer Shandy is sold in Leinie’s core Midwest markets, it’s the No. 11 growth brand among all beer brands in supermarkets nationally.
Leinenkugel’s is a unit of Miller Brewing Company. Expanding the distribution and variety of Leinie’s is a key part of Miller’s innovation drive and effort to reshape its portfolio toward higher-end beers.
The Supermarket News Web site is here (the story is not publicly available).
Previous Brew Blog coverage about Summer Shandy can be seen here.
Why aren't Leinie's in the greater northwest... i moved here from Indiana where i worked for Monarch Bev. (a Miller house) and i really miss my ice cold Leinie
Posted by: Matt Easterling | July 04, 2007 at 07:16 PM