Market research
The Hawaii-based subsidiary of Craft Brewers Alliance, Kona Brewing, is adding distribution in Pennsylvania, Delaware and southern New Jersey in the US.
The moves complete Kona's East Coast coverage from Maine to Florida in the US. Koko Brown is a new release for the three additional states, while flagship beer Longboard Island Lager will debut in 12-oz cans.
Kona's expansion is another example of craft beer's success in the US, even though the category still only accounts for around 5% of the beer market by volume. Asked if he was thought there was a glut of craft beer SKUs, Kona's President/CEO, Mattson Davis, said: “No, I see 3,000 craft SKUs in the future. This is what the consumer is looking for. I’m more concerned with branding, and retailers battling to educate the consumer.”
Sectors: Beer & cider
