Sorghum beer has reached it’s maturity phase in the product life cycle, and the category has been recording negative growth volumes for several years. The category volume decline in 2016, which may be attributed to the shift in volume to other alcoholic beverages, as it is a beverages mostly enjoyed by the mature consumer base.
The category yielded a positive value growth for the base year. The increase in the value growth rate was attributed to the increase in price despite the volume decline.
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November 14, 2017