In the creative field, the old saying “kill your darlings” suggests that even the most precious and loved works must sometimes go in the interest of the greater good. Perhaps nowhere in beer is that more apparent than in New Belgium’s product lineup, where precious core brands have made way for new hits, and even more recent launches have shorter expected lifespans than ever before.
Here, we chart New Belgium brands as they appear in the top 25 craft beers (as sold by multi-outlet retailers such as grocery, drug, mass market, convenience, military and select club, and dollar retailers) tracked by market research firm Circana. Note the incredible growth in dollar value that these sales represent.