NACS Show Recap: Malt Beverages

ATLANTA -- For the past few years, there has been little to cheer about when it came to beer sales, but the tide is now turning. While premium and quality beers still play key roles in the category, craft beer is moving from a passing fad to lead a revolution in the cold vault.

Craft, domestic-specialty beer is projected to double from 8 percent to 17 percent of the total beer category in the next 10 years, according to Joe Kaczynski, national channel manager of convenience for The Boston Beer Co. The change comes as adult consumers are trading up to "something better," he explained.

Overall, beer represents 13 percent of inside sales in the convenience channel, noted C.J. Watson, vice president of category management for Anheuser-Busch Inc. In addition to craft, flavored malt beverages, imports and premium are driving the growth in the category, he said.