LEINENKUGEL goes HAM, sets sights on Blue Moon market

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dontdrinkbeer

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Summer shandys arent just for "Thank You" boxes to your Bruery trustees anymore:

http://www.chicagobusiness.com/article/20130928/ISSUE01/309289969/is-leinenkugel-the-next-blue-moon

"Spearheading Leinenkugel's growth is Summer Shandy, a beer-and-lemonade mixture that made its debut in 2007. It's a lighter, sweeter product that appeals to a demographic Blue Moon captured with its Belgian White: women.

“We didn't really have a style that fit that category of drinker until Shandy,” Mr. Leinenkugel says. “It's become a summertime go-to beer for all age groups.”

Under Tenth & Blake's guidance, overall Leinenkugel production has grown to nearly 1 million barrels (a barrel equals 31 gallons) from 500,000 in three years. A national advertising campaign launched in March and the brewer sold out two weeks earlier than planned.

Now the company is selling an orange-flavored shandy to see if the style can be extended year-round. Leinenkugel's is experimenting with at least eight other flavors for possible winter and spring varieties.

Meanwhile, other Leinenkugel's brands are benefiting from the exposure. Its Oktoberfest inventory ran out three weeks faster than expected. Snowdrift Vanilla Porter, launched in December, went into the brewing tanks a week earlier because of last year's demand. And the brewer has added a Scotch ale and a Russian Imperial Stout—styles at the opposite end of lighter wheat beers.

“There's a huge appetite among our distributors to take on bigger (orders) or bolder (styles),” Mr. Leinenkugel says."



- TL;DR, potential Armand4 seasons style Leinenkugel forthcoming
 
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