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Craft breweries contributed $33.9 billion to U.S. economy in 2012

BY Alaric DeArment

BOULDER, Colo. — Small and craft brewers contributed nearly $34 billion to the U.S. economy last year, according to a new analysis by a beer-brewing trade group.

The Brewers Association released the analysis Monday, showing that the total economic effect of beer brewed by craft brewers as it moved through breweries, wholesalers and finally retailers, as well as non-beer products sold by brewpub restaurants, was $33.9 billion.

"With a strong presence across the 50 states and the District of Columbia, craft breweries are a vibrant and flourishing economic force at the local, state and national level," Brewers Association staff economist Bart Watson said. "As consumers continue to demand a wide range of high-quality, full-flavored beers, small and independent craft brewers are meeting this growing demand with innovative offerings, creating high levels of economic value in the process."

California, Texas, New York, Pennsylvania and Colorado had the highest output in 2012. The 2,347 craft breweries operated in the United States included 1,132 brewpubs, 1,118 microbreweries and 97 regional breweries. The estimated 13.2 million barrels of beer sold had an estimated retail value of $11.9 billion.

 

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Campbell Soup appoints Yin Woon Rani as VP integrated marketing

BY Alaric DeArment

CAMDEN, N.J. — A newly appointed executive at Campbell Soup will be responsible for establishing the company’s strategic direction for advertising, media, global design, digital marketing and social media.

The company announced Friday the appointment of Yin Woon Rani to the newly created role of VP integrated marketing, saying she will work closely with business unit marketing teams to oversee Campbell’s creative, media, digital and design agencies around the world. Rani will report to SVP and chief marketing officer Michael Senackerib and work out of Campbell’s Camden, N.J., headquarters. She was previously president for Universal McCann’s North America operations.

"Yin is a great addition to our marketing team and brings extensive strategic capabilities that will complement our existing talent and help us develop a world-class marketing organization," Senackerib said. "Her broad experience will be instrumental in leading our efforts to create integrated consumer experiences and ensure our brands have purposeful positions in the lives of people who enjoy our foods and beverages."

 

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Reports: Amazon takes on club retailers with Pantry

BY Alaric DeArment

NEW YORK — Club retailers like Costco and Sam’s Club may have some competition from Amazon.com, according to published reports.

USA Today reported Thursday that the Seattle-based online retailer was creating a new business called Pantry that would allow members of its Amazon Prime premium service to buy consumer packaged goods in large quantities in a box of a pre-set size. Members will be able to put in as many items as the box can fit, up to a certain weight limit, and Amazon will ship the box for a small fee, as long as everything fits and isn’t too heavy.

According to the newspaper, senior manager in vendor engagement and consumables Billy Hegeman runs Pantry, which the company plans to launch in 2014.

 

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