Hell or High Watermelon Overtakes All Day IPA as Best Selling Craft Product - Founders Reacts

Founders All Day IPA 15 packs of cans have consistently been the best selling craft product at my store. In the past thirty days 21st Amendment Hell or High Watermelon 15 packs of cans have just barely outsold All Day. While it is certainly not shocking that a seasonal beer is the hottest seller, it is interesting that a "warm weather" beer has already overtaken such a consistent performer while it is cool and rainy. I assume this trend will continue over the summer, but by the end of the year I'm also sure All Day will still have sold more units just because it is year round.

As we dig deeper into my sales numbers another interesting product comparison jumps out. 21st Amendment 15 can variety packs have outsold Founders PC Pils 15 packs of cans. I don't find this too surprising since variety packs are some of the best selling products at my store, and despite pilsners being more popular recently, they just aren't that hot of a seller versus other hop forward and sessionable beers. I do find it interesting that 21st Amendment seems to be trying to compete directly with Founders with their packaging choices. Their Hell or High Watermelon and variety 15 packs line up as perfect session beer competitors with consumers heading to a party or looking for fridge beer.

Photo credit: mezzoblue via VisualHunt.com / CC BY-NC-ND
All of this gets even more interesting with the news that Founders will can watermelon gose “Green Zebra”. The beer won't hit the market until August, but if it does well this year I fully expect to see it launch in a 15 pack of cans for next summer. While it could be coincidence it appears Founders newest beer is a direct response to Hell or High Watermelon. I'm curious to see where the 16th and 40th highest producer of beer from 2016 sit after 2017.
Photo credit: The Facey Family via Visualhunt.com / CC BY-NC-SA
I still stand by my statement that 2017's craft beer trend is the 15 pack, but sales wise watermelon beers are also selling strong. If more and more breweries weren't launching 15 packs this would be the year of the watermelon. Maybe I will compromise and call it the summer of the watermelon.

Photo via via Visualhunt
Photo via via Visual hunt
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About averageguysguidetobeer

Hi, I'm Colin, I love a good hoppy IPA, but I can find immense enjoyment in a solid session beer, imperial stout, quadrupel or a nostalgic beer from my past.


  1. Heh, I'm not surprised that Hell or High Watermelon is such a good performer for warmer months. It's one in my rotation of go-to beers during summer. Although the green zebra gose in a can will be another nice option. I'm surprised Bell's Oberon isn't in contention, since it's pretty popular. And I'm not sure if you get this beer distributed to you, but I know plenty of people who enjoy a Wicked Weed Coolcumber for summer months :)

    1. Bell's Oberon sells really well. It is in the top 20 sellers of craft beers at my store. One aspect that keeps any individual package of Oberon from selling super well is that I carry it in so many formats. I currently stock 4 packs of 16oz cans, 6 packs of 12oz bottles, 12 packs of 12oz cans or bottles and cases of any of these. With all of their movement added together I'm sure it would be higher but not up to the very top performers. We do get some Wicked Weed here, but I haven't seen Coolcumber around. I'll keep my eye out for it. Thanks for reading!

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