Victory Brewing Experiences Boom of Tried-and-True Lagers During Pandemic

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Image via Victory Brewing Company.

Downingtown-based Victory Brewing has experienced a boom in the sales of its lagers during the pandemic, writes Tara Nurin for SevenFifty Daily.

Consumer preferences have shifted since the coronavirus outbreak, with many people reaching for comfort food and beverages that are familiar and easy-drinking.

“Wheat ales, pale and amber ales, and amber or dark lagers were are all trending slightly down pre-COVID-19 and are now all up double digits,” said Lester Jones, chief economist for the National Beer Wholesalers Association. “This is representative of the ‘return to core’ we’ve been seeing.”

In fact, Victory, which is renowned for its fresh innovations and new flavors, found that, by late summer, its lagers were selling faster than some of its ales.

“Our innovation beers have not fared nearly as well as the tried-and-true,” said Victory Brewing co-owner Bill Covaleski.

For example, Victory’s Prima Pils has seen its sales increase this year after falling over the last few years.

Read more about Victory Brewing at SevenFifty Daily here.

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