In certain cities, it is pushing 30-35%. Im not saying that everywhere will eventually get that high, but Im not willing to put the ceiling at 12% either. Im also not sure that everywhere wont get that high eventually. There are 3 areas of the country where the supermarket dollar share of craft is already greater than 12%: Northeast, West and California. In the rest of the country, it varies from 6 to 9 percent (this was 2011 data and definition of craft may not exactly match Brewers Association definition). Now, dollar share is a bit higher than unit share, but I still see no reason to expect the ceiling to be 10-12%. The west region (mountain states and west coast except CA) is the highest at 18%. The rest of the country has some catching up to do.