Rabobank: Big Players Focus on Craft Threat, Overlook Bigger One
It's no secret the big spirits brands have been having a rough couple of years. 51 of the top 100 spirits brands in control states declined year-to-date through July, per NABCA data. Many in the spirits business attribute the trend to the growth in craft spirits, but new research from Rabobank shows that may not be the case. "The impression that 'craft' is stealing share appears exaggerated," writes Rabobank's global strategist Ross Colbert.