Speaking of Leine's, it seems that their Summer Shandy has spawned a trend.
Breweries are looking for ways to curb receding market share to wine and spirits with new products geared toward those that don’t like the taste of beer. For those that do and drink craft beer on a casual basis, Shandy might appeal. Casual craft beer drinkers and drinkers that cling to flagships (and safe seasonals) still drive more volume in the category than those who experiment. Though breweries are increasing activity with barrels and so on, that fringe crowd is massive and can’t be ignored. Shandy offers a trade-up opportunity for those danging between premiums like Bud Light and crafts, and can work as a gateway to trials of other brands in the portfolio.
Sam Adams, Anheuser-Busch, Labatt, Harp, and Saranac all have shandies on tap for the summer.
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