But the less-rosy reality tests how much patience PepsiCo and Boston Beer have for this product as its momentum stalls. Current headaches would be more justifiable if HARD MTN DEW were a top seller. Playing the long game is a necessary perspective. PepsiCo, which licenses the HARD MTN DEW name and soda formula to Boston Beer to produce the alcoholic version, has brushed off concerns about this slower-than-expected rollout leadership t old Beverage Digest in Septembe r that the partnership is a long-term one. ![]() Boston Beer declined to comment for this story, but founder Jim Koch said during the Beer Insights Seminar in November that regulators in 20-30% of states could block distribution of HARD MTN DEW, presumably due to concerns about how it complicates the traditional three-tier system of alcohol distribution. (Data for Arkansas, the ninth market, is not available.) It was a continuation of months of declines across HARD MTN DEW’s distribution footprint.īoston Beer Co., the company that produces HARD MTN DEW, would no doubt like to offset shrinking sales by opening new states of distribution to inject volume and dollars. 6, HARD MTN DEW posted negative month-to-month sales growth in at least eight of its nine existing sales markets. Now it’s 2.8%.įor the four-week period ending Nov. Tennessee chain stores have sold less every month since the end of April.ĭes Moines, Iowa grocery and big-box stores tracked by IRI show the brand held 18.1% share of FMB sales when it first arrived. In Florida, volume has declined every month in grocery, convenience, and other chain retail stores since it arrived in February. The brand has floundered in its original launch markets: Without new markets, HARD MTN DEW’s overall sales numbers look dismal. Today, it’s struggling, and Dunn says she’s unsure whether it’s still stocked. I n March, a manager at the store said that the product had been selling well and had its own floor display. ![]() “We’ve had quite a bit and our manager had to pull cases off the shelf.” “I don’t think it’s doing too well,” says Tia Dunn, an employee at Fareway Grocery in North Liberty, Iowa. (Blue Cloud did not respond to a request for comment.) Despite arriving to wild fanfare, the flavored malt beverage (FMB)’s failure to capture organic volume adds to a growing list of challenges. Blue Cloud faces r egulatory scrutin y and criticism from existing beer wholesalers who claim, without details, that it has marketed HARD MTN DEW to children. Subscribe to Premiumĭeclining sales for HARD MTN DEW come at a difficult time for the brand and for Blue Cloud Distributing, the wholly owned subsidiary of PepsiCo that distributes it. Big plays, smart moves, and otherwise curious indicators of beer's possible future. From Barons to Barrels with Captain Pabst.Message in a Bottle with Brewery Ommegang.Beer is Labor with East Brother Beer Co.Let Go or Get Dragged by Jerard Fagerberg.Ferments at Low Temps by Stephanie Byce.
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Thus, cancer may cause the destruction of part of the vertebra, weakening the bone until it collapses. ![]() Frequently, the bones of the spine become affected by many types of cancers. In addition, c ancer that spreads to the spine weakens the supportive structure of the spine. Specifically, this type of vertebral fracture causes loss of body height and a humped back (kyphosis), especially in elderly women.Ĭompression fractures due to trauma can come from a fall, a forceful jump, a car accident, or any event that stresses the spine past its breaking point. In severe cases of osteoporosis, actions as simple as bending forward can cause a “crush fracture” in a vertebra. Forty percent of all women will have at least one fracture by the time they turn 80 years old. Notably, spinal compression fractures are the most common type of fracture from osteoporosis. Therefore, the spine eventually collapses during normal activity, leading to a spinal compression fracture. Osteoporosis can cause compression fractures in the spine because it weakens bones so that they cannot bear normal pressure. However, if the forces are too high, one or more vertebrae may fracture. Most healthy bones can withstand pressure, and the spine absorbs the shock. If the vertebra becomes too weak to hold normal pressure, it may take very little pressure to cause it to collapse. There are several causes of compression fractures. This posture combined with pressure on the buttocks concentrates pressure on the front part of the spine, the vertebral body. For example, falling to the floor in a sitting position causes the spine to bend and the head to thrust forward. This can happen when the spine bends forward at the same time downward pressure builds on the spine. The bone tissue on the inside of the vertebral body becomes crushed or compressed. The fracture occurs when the vertebral body collapses, causing the front part of the vertebral body to become wedge-shaped. ![]() CausesĬompression fractures of the spine generally occur from too much pressure on the vertebral body. Compression fractures of the spine usually occur at the bottom part of the thoracic spine (T11 and T12) and the first vertebra of the lumbar spine (L1). The vertebral bodies are the round blocks of bone that form the front part of the spinal column. Learn more about the anatomy of the thoracic spine. This includes becoming familiar with the various parts that make up the thoracic spine and how these parts work together. In order to understand your symptoms and treatment choices, you should start with a basic understanding of the anatomy of your mid-back. Learn about compression fractures including When vertebral fractures occur, the cause can link to a condition such as osteoporosis, a very hard fall, or another type of injury. These fractures occur most commonly in the thoracic spine (the middle portion of the spine), particularly in the lower part. When the vertebral body collapses, doctors refer to it as a vertebral compression fracture. Vertebrae, bones that make up the spine, can break like other bones of the body. ![]() Over the years, we have evaluated and helped many, many patients with compression fractures. ![]() Because these doctors specialize in the spine and treat patients every day, they possess exceptional knowledge, skills, and abilities to ensure that patients get the best treatment and care. Southwest Scoliosis and Spine Institute’s board-certified, fellowship-trained orthopedic doctors: Richard Hostin, MD, Devesh Ramnath, MD, Ishaq Syed, MD, Shyam Kishan, MD, and Kathryn Wiesman, MD, have years of experience treating thousands of patients with complex spine conditions. |
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