This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

How Seasonal Beer Could Boost Holiday Shopping

Stocks in this article: SAM BUD TAP BREW

PORTLAND, Ore. ( TheStreet) -- In the beer world, holiday creep is just another offering on the tap list.

Pumpkin ale shows up in July. Winter seasonal beer is on tap by early October.

But guess what? It's effective. According to market research group Symphony IRI, seasonal beer sales have jumped between 15% and 26% since 2009, even as overall shipments declined. The Craft Brew Alliance (BREW) and its Widmer Brothers and Redhook brands release their holiday beers around September and early October and have watched production increase by 52,000 barrels between 2011 and 2012. For a sense of scale, that's roughly how much beer Petaluma, Calif.-based Lagunitas produced in all of 2008.

While some brewers including Samuel Adams producer Boston Beer Company (SAM) still hold off on releasing holiday beers and variety packs until November, they're falling into a minority. Big brewers Anheuser-Busch InBev (BUD) and MolsonCoors (TAP)/SABMiller joint venture MillerCoors are stocking their Shock Top and Blue Moon lines with winter offerings. Larger craft brewers New Belgium and Deschutes, already have their Accumulation White IPA and Jubelale, respectively, on shelves.

It's holiday creep, but it's also sensory stimulus for holiday shopping. I don't hide the fact that I have a particular fondness for the maltier, stronger holiday beer selections and picked up my first six packs of both Jubelale and Widmer Brothers' Brrr last weekend. After taking the first sip of Jubelale -- which still has the caramel malt base of its 2012 predecessor, but slightly more hop kick -- my mind went back to when I picked up my first six pack at the Plaid Pantry convenience store near my apartment last year. I'd been Christmas shopping for my wife and the nip in the air, the lingering scent of egg nog-flavored coffee on my breath and the presence of a bottle of local sparkling wine -- an odd find next to some $6 Ballatore -- for some holiday champagne punch all somehow wrapped themselves into that first Jubelale sip. I remembered the string of C5 big-bulb lights on our porch, the three-foot Charlie Brown-style Christmas tree in the window and the crinkle of the wrapping paper as I struggled to cinch up those first gifts before my wife got home.

1 of 3

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 18,030.21 +6.04 0.03%
S&P 500 2,081.88 -0.29 -0.01%
NASDAQ 4,773.4720 +8.0480 0.17%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs