To some degree, they're going after people who are relatively new to the drinking age, to keep them from mixing a spirit with an energy drink. With the fruit beers, the stereotype is it's marketed toward women. There are just so many other options out there today.
More Quotes from Paul Gatza:
Craft beer volume growth far exceeded that of large brewers, wine and spirits in 2005. And even though imported beer grew nicely in 2005, craft beer grew at a faster rate.Paul Gatza
There's an overall cycle, but I think the beer industry will keep up. Wine and spirits are popular for a few years, then they go out of fashion. Everything just seems to have collided right now.
Paul Gatza
As a brand extension, Zima Gold failed miserably.
Paul Gatza
Their level of loyalty pretty much exists to the next thing they want to do. I think that bodes well to getting out of this corporate beer mentality.
Paul Gatza
The strong growth by craft beer in 2005 is especially impressive because it comes on top of strong performance in 2004. Craft beer clearly leads the beer industry in consumer appeal.
Paul Gatza
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