LONGER LINES

The summer-tinted, flavored malt beverage category has grown up around brand-name spirits, and expanding the choices with new flavors has become the name of the game. Indeed, approximately 40% of FMB volume is attributed to line extensions.For Miller Brewing Co., Milwaukee, which owns SKYY Blue and its newly launched SKYY Sport line, nearly 50% of volume sales in the FMB category is made between Memorial

The summer-tinted, flavored malt beverage category has grown up around brand-name spirits, and expanding the choices with new flavors has become the name of the game. Indeed, approximately 40% of FMB volume is attributed to line extensions.

For Miller Brewing Co., Milwaukee, which owns SKYY Blue and its newly launched SKYY Sport line, nearly 50% of volume sales in the FMB category is made between Memorial Day and Labor Day, said Laura Emory, brand manager for SKYY Blue and SKYY Sport.

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