Boy, did they, according to Nielsen. Saint Archer Brewing, Terrapin Beer Co., Hop Valley Brewing and Revolver Brewing combined to post 16.2% volume growth last year, compared to 0.1% growth in the overall craft segment.
Including Saint Archer Gold, the new above-premium light beer that debuted in four test markets in 2019, the craft breweries under Molson Coors’ Tenth and Blake portfolio booked 18.9% volume growth, per Nielsen.
While a relatively small component of the U.S. beer category on a volume basis, the continued success of the four brewers “underscores that we’ve got a proven model to grow craft companies without taking away the soul of who they are and how they got here,” says Paul Verdu, VP of Tenth and Blake.
Terrapin turned in the biggest growth for 2019, up 22.2%, per Nielsen. That’s compared to 1.2% growth in overall craft in the Southeast region and a 1.1% contraction in craft volume in its home market in Georgia.
Saint Archer, meanwhile, grew volume 14.7% for the year, excluding sales of Saint Archer Gold, data show. That’s compared with a 3.7% decline in craft volume in California and a 13.3% drop in its home San Diego market.
Hop Valley (+9.6%) and Revolver (+6.5%) also grew in markets that posted declines in craft overall.
The craft portfolio’s growth comes without widespread market expansion; while Terrapin expanded more broadly in one state in 2019, only Revolver moved into new states, says Ed Novak, director of sales and strategy for Tenth and Blake.
Instead, sales teams have been able to secure more-robust distribution across existing markets, particularly in chain accounts. The brands also embraced 19.2-ounce and 16-ounce singles, boosting sales in the convenience channel and gaining entry into more arenas, stadiums and event venues. More importantly, Novak says, the portfolio has balanced smart risks and innovation with maintaining a strong core of flagship brands.