Mike Kaskie is a client insights executive and general manager at SymphonyIRI Group, Chicago. For more information contact: symphonyirimarketing@symphonyiri.com.
As New Belgium Brewing Co., Fort Collins, Colo., celebrated its 20th anniversary in 2011, the craft brewery had grown from brewing 60 cases a week at the home of co-founders Jeff Lebesch and Kim Jordan in 1991, to selling more than 700,000 barrels of beer a year.
The old adage goes that people drink to recognize both good and bad times. This, unfortunately for the beer, wine and spirits industry, is not the case. As with many other consumer packaged goods (CPG) segments, wine industry growth rates have dropped during the last three recessions (1991, 2001 and 2008-2009) and immediately after these recessions ended, industry growth resumed.
