This Day On The Street
Continue to site
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

How Seasonal Beer Could Boost Holiday Shopping

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 - Get Report) 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 - Get Report) 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 - Get Report)/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

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

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
Stocks Under $10

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

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
Dividend Stock Advisor

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
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Real Money

More than 30 investing pros with skin in the game give you actionable insight and investment ideas.

Product Features:
  • Access to Jim Cramer's daily blog
  • Intraday commentary and news
  • Real-time trading forums
Only $49.95
14-Days Free
14-Days Free
BREW $8.49 -1.40%
BUD $124.39 -0.62%
SAM $155.00 -0.26%
TAP $96.07 0.42%
AAPL $93.31 -1.60%


Chart of I:DJI
DOW 17,722.21 -108.55 -0.61%
S&P 500 2,061.89 -13.92 -0.67%
NASDAQ 4,772.9380 -32.3530 -0.67%

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs