You’ve seen that with our brands, and you’ve seen that with our competitors’ brand. The data that we’ve looked at from a hard seltzer point of view, shows that it provided an entry point into flavor for consumers. And once they discovered flavor, they started to experiment and trade into FABs and RTDs and so on. And that’s why we built a diversified portfolio of brands. And from a performance point of view, we’re very pleased with the performance in the flavor space. We’re got #2 share gainer for major brewers in FABs. We’ve got the #3 and the #5 hard seltzer in the category or admittedly a declining category. We’ve got the top innovation in flavor in 2021, 2022, in the summer of 2023. We’ve got Simply Spiked within that space, which is on fire.
It’s got nearly 5% of the FAB segment. And we’re bringing new bold and better brands to the space with the Peace Hard Tea and the launch of Happy Thursday. From a premiumization point of view, Peroni doing well. Blue Moon is operating in a challenged segment, as you’ve seen from a craft point of view, it’s still the #1 brand in the craft segment. But we’ve experienced softness with Blue Moon largely due to those the craft category challenges. We’ve got a really clear plan in place of how we’re going to change that. We’re already starting to see positive display trends. And we’ve got a big year plan for Blue Moon in 2024, which we unveiled for our distributors in September in which they like to like, and that includes new innovation, which is coming, as I said, in December.
And then finally, in economy, yes, it’s a challenged segment, but we’re the top dollar share gainer in the economy space that we — we’re pleased with the performance of our two big brands there, Miller High Life and Keystone. So that’s a walk around the park for you, Eric.
Operator: We have our final question from Chris Carey of Wells Fargo Securities.
Christopher Carey : One on the EMEA, APAC segment and then just a high-level question. The price mix tailwinds that we’re seeing right now, how much of that is our premiumization within the business versus on-premise versus just straight less pricing? I’m trying to determine how much of this tailwind that we’re seeing right now is perhaps sustainable structural versus maybe just a cyclical recovery of the business. And then I was wondering if you could just comment on competitive activity as we get closer to spring and spring resets. Are you seeing any notable shift in the market?
Gavin Hattersley : Sorry, what was the second question, Chris?
Tracey Joubert : Competitive activity on spring resets.
Christopher Carey : Competitive activity, are you — sorry, yes, I should have been more clear. Competitive activity for the total business, specifically in the U.S. as we get closer to spring resets as competitors are jostling for space. So are you starting to see any changes? Obviously, you’re stepping up marketing spending in Q4 I don’t know if that’s why, but just a broader comment on whether you’re seeing any developments from a competitive activity, specifically in the U.S.? And then the other question was on the pricing in EMEA and APAC and how much of this is sort of durable because of premiumization and or how much is perhaps just list pricing that all that will normalize and some cyclical recovery of your channel mix.
Gavin Hattersley : Chris, look, it’s a bit of everything there, right? So I mean, obviously, we did get strong pricing in our EMEA, APAC business. Obviously, it varies by country and is driven largely by whatever the inflation environment is in those countries. But from a mix point of view, we’re getting strong benefits from particularly the continued very strong growth in Madri, which is an above premium brand and as I confirm it was me or train that said it, but it’s up 50% in the quarter and is continuing to grow strongly. It’s one of the primary reasons why we’re the #2 brewer in London, which was somewhat unthinkable a few years ago. So a large part of the overall UK business is now in the above medium space, and it is accelerating.
So that’s part of it. Hard to tell where pricing is going to land out in EMEA, APAC and it does vary by country. And it is driven largely by the local dynamics. I do think it’s safe to say that it’s not going to be at the historical levels that we’ve experienced over the last few years. From a U.S. point of view, from a price realization point of view, we put price into the markets that we were expecting to put it into in the fall. And as we’ve said before, I would expect pricing to fall back to more historical levels in the new year, the ones that go in spring. And from a shelf reset point of view, yes, I guess everybody is fighting for space. The beauty of our position at the moment is that we’ve got the facts and data to support meaningful increases in space for our brands.
And the retailers that have gone in fall have given us tens of thousands of extra cubic feet of space. And we’re going to fight for every square foot of space based on those trends as we head into the spring reset. So thanks, Chris.
Operator: Thank you. I would like to turn it back to Greg Tierney for any final remarks.
Greg Tierney : Okay. Very good. Thank you, operator, and I appreciate everyone joining us today. I know there may be additional questions we weren’t able to answer, so please follow up with our Investor Relations team, and we look forward to talking with many of you as the year progresses. So with that, thanks, everybody, for participating, and we’ll talk soon. Cheers.
Operator: I can confirm that does conclude today’s call. Thank you all for joining. Please have lovely rest of your day, and you may now disconnect your lines.
