6, HARD MTN DEW posted negative month-to-month sales growth in at least eight of its nine existing sales markets. Now it’s 2.8%.įor the four-week period ending Nov. Tennessee chain stores have sold less every month since the end of April.ĭes Moines, Iowa grocery and big-box stores tracked by IRI show the brand held 18.1% share of FMB sales when it first arrived. In Florida, volume has declined every month in grocery, convenience, and other chain retail stores since it arrived in February. The brand has floundered in its original launch markets: Without new markets, HARD MTN DEW’s overall sales numbers look dismal. Today, it’s struggling, and Dunn says she’s unsure whether it’s still stocked. I n March, a manager at the store said that the product had been selling well and had its own floor display. “We’ve had quite a bit and our manager had to pull cases off the shelf.” “I don’t think it’s doing too well,” says Tia Dunn, an employee at Fareway Grocery in North Liberty, Iowa. (Blue Cloud did not respond to a request for comment.) Despite arriving to wild fanfare, the flavored malt beverage (FMB)’s failure to capture organic volume adds to a growing list of challenges. Blue Cloud faces r egulatory scrutin y and criticism from existing beer wholesalers who claim, without details, that it has marketed HARD MTN DEW to children. Subscribe to Premiumĭeclining sales for HARD MTN DEW come at a difficult time for the brand and for Blue Cloud Distributing, the wholly owned subsidiary of PepsiCo that distributes it. Big plays, smart moves, and otherwise curious indicators of beer's possible future. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg.Ferments at Low Temps by Stephanie Byce.
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