Large-format packs and key menu features are putting wind into Stone IPA’s sails.
Stone IPA has recorded double-digit depletions growth at on-premise chains outside its home market in the 6-month period ending March 31, according to VIP data the brewery shared with Brewbound.
In the East North Central region (Wisconsin, Illinois, Indiana, Michigan and Ohio), Stone IPA’s on-premise depletions have nearly doubled (+95%, to 7,121 case equivalents) in the six-month period through March 31, followed by a 65% increase in the East South Central region (866 case equivalents) and +52% in the mid-Atlantic (3,718 case equivalents).
Overall, draft depletions at national accounts have increased 30%, a Sapporo-Stone spokesperson told Brewbound. Driving these trends are a national menu feature at arcade bar/restaurants chain Dave & Buster’s and programming at regional chains, including Smashburger and BJ’s Restaurant & Brewhouse.
Stone IPA on-premise depletions grew in every market in the country during the period, but the Pacific region (California, Oregon, Washington) recorded the smallest growth (+5%) off the largest volume base (10,441 case equivalents).
In the off-premise, Stone IPA has increased volume, measured in case sales, 8.3% at grocery stores in Southern California in the 18-week period ending May 3, according to NIQ data shared by the brewery.
These gains are driven by Stone IPA can 12- and 24-packs, which account for 70% of the brand’s volume in the channel.
“This comes from an increase in distribution and velocity, meaning that we aren’t just growing thanks to distribution gains, but fans are coming back to Stone IPA – buying more of it from stores that have been carrying it,” chief revenue officer Tom McReavy said.
In addition, Stone IPA’s volume gains represent “the highest growth rate of any top seven brand” in Southern California grocery stores, he noted.
Nationwide, Stone IPA has outperformed the craft segment in the grocery channel year-to-date (YTD) through May 18, according to market research firm Circana. Stone IPA has grown in both dollar sales (+3%) and volume (+6%), while overall craft has declined in both (-6.2% and -7.1%, respectively).
YTD through May 18, the average case price of Stone IPA has dropped $1.21, to $41.81, which may be contributing to the brand’s volume gains being double its dollar sales gains.
Circana data reveals that Stone IPA has been on a bit of a rollercoaster in various time periods. In the four-week period ending May 18 (L4W), it declined in both dollars (-2.3%) and volume (-3.2%) while its average price per case increased $0.39.
However, the brand’s L12W sales data is even stronger than the YTD gains, with dollar sales up 4.6% and volume up 8%. Average price per case dropped by $1.43 in this period.
In the L52W through May 18, Stone IPA has declined 2.9% in dollars and 4.1% in volume, per Circana.
Sapporo-Stone’s off-premise sales skew heavily toward the grocery channel. YTD through May 18, the company ranks 15th among the top 25 beer category vendors in grocery stores, compared to 20th in multi-outlet grocery, mass retail and convenience stores. It does not rank among the top 25 vendors in c-stores, but the channel is a key target for the Sapporo family’s growth in 2025, leaders have said.
Another off-premise driver for Stone in Southern California of late has been American Pilsner, which the brewery rolled out nationwide this year following a 2024 test launch in its home market. The beer is available in can 6- and 12-packs and on draft.
As it cycles the test launch, American Pilsner (4.7% ABV) has recorded triple-digit dollar (+584%) and volume (+722%) growth in the L4W through May 17 at off-premise retailers tracked by NIQ (Total U.S.+AOCx+), according to data provided by 3 Tier Beverages. In the Pacific region, where the brand has a larger base, those trends moderate slightly to +168% in dollar sales and +251.6% in volume.
In Southern California, 12-packs of American Pilsner are the third-best selling innovation SKU in the region’s grocery stores behind Stone IPA 24-packs and Firestone Walker’s Mind Haze Lemonade Rage, a Sapporo-Stone spokesperson told Brewbound.
American Pilsner’s patriotic packaging should give it a leg up during the summer season, particularly as competition in the style heats up. With dollar sales flat at +0.2%, pilsner is one of few craft styles not declining double-digits, and is drawing interest from brewers across the segment.
“I’m really, really excited to see what Pilsner will do over the Fourth of July, in the key summer selling,” CEO Zach Keeling told Brewbound in an interview earlier this spring. “But again, we’re happy with the results that we’re seeing.”