PPB November 2018

Fill ’Er Up To chase away the winter blues, a microbrewery holds an annual festival complete with refreshing brews and plenty of good times. With a targeted audience of beer lovers coming together to celebrate, the brewery decided to sell logoed growlers in its gift shop. Festival-goers flipped over the growlers, purchasing them to fill up with their favorite suds to enjoy at home. Through the brewery’s punch program, patrons receive a free growler fill after 10 growler purchases. The growler builds the brewery’s brand every time it gets used. Source: Beacon Promotions Beverage Behemoths These three companies dominate the beverage industry. Source: Forbes.com Craft Drafts The U.S. craft beer market is a $26 billion industry. While overall beer sales slipped one percent in 2017, craft beer grew five percent, accounting for nearly 13 percent of the U.S. beer market by volume. Among the 21 and older crowd, 40 percent say they regularly drink craft beer. Sources: Nielsen; Brewers Association Come On In— The Water’s Fine Water remains the clear winner in the beverage industry. When it comes to refreshment and rehydration, consumers continue to reach for bottled water first. Plastic bottles in single-serving sizes remain the most popular option. In 2017, total bottled water volume reached 13.7 billion gallons, up seven percent from 2016. Sparkling water also shines. This beverage advanced at a double-digit growth rate for the fourth consecutive year. Source: Beverage Marketing Corporation Real-World Solutions Industry Case Study Anheuser-Busch Market value of $ 184.3 billion Coca-Cola Market value of $ 179.3 billion PepsiCo Market value of $ 138.1 billion | NOVEMBER 2018 | 53 GROW