Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/128596
Now the fifth best-selling import in the U.S., the Belgium brew Stella Artois continued its stellar growth in 2012, with an 18.0% gain. A-B InBev also continues to highlight its Belgium beers, including Stella Artois, in a special "Best of Belgium" package. overall industry growth. Imports represent a 15% share of the U.S. market, and that share is growing. Anheuser-Busch InBev. The brewer has put its considerable weight behind Stella Artois since the brand's introduction here in 1999, the result of which is that it has become the fifth largest import by volume at about 17.1 million cases (2.25-gal.). Sales last year were up 18%, according to Handbook Advance. The brand continues to focus on the chalice as a representation of its artisinal roots. The engraved chalice consumer offer was so successful in 2012 with 100,000 given away that the brand did a reprise this year. Creative also has centered around the chalice. Last year's spots showed how the chalice is made; this year's shows the artistry involved. And new guy/girl photography by Annie Liebowitz is featured in print and outdoor executions. Successful Kentucky Derby and Food & Wine tieins also were continued this year. The brand has a new bar and a Belgian beer sommelier at the 125 events it sponsors. New this year is the introduction of Stella Artois Cidre, which has been available in the U.K. for a couple of years. The line extension will likely be part of an expanded Belgian sampler pack that also includes Hoegaarden and Leffe, which also is introducing new flavors this year. Beck's saw the introduction of Beck's Sapphire this winter. The core brand has thrown its hat into the arts ring, commissioning over a three-year period as many as 1,000 projects from films to sculpture that promote public art. The "Green Box Project," headed by two multitalented artists, will see its second wave of projects released this year. Labatt Blue, number nine on the top imports list at 9.9 million cases, saw sales fall 5.0 percent in 2012. The big Canadian brands tend to play more like premium beers than imports, especially in northern states, which makes competition fierce. The brand continues to focus on hockey as a promotional vehicle. Other A-B InBev brands such as Bass, Boddington's and Kirin, play a more tactical role in local markets. Crown Imports, LLC. Corona Extra is still the big dog in the import category, with sales of more than 100.6 million cases last year, an increase of 2.0 percent over 2011. A-B InBev's deal with the Justice Department to purchase Grupo Modelo, not only lets Crown retain control of the U.S. market for Corona, but also throws in a brewery in Piedra Negras, Mexico, near the Texas border. That will help Crown and its parent Constellation Brands ensure a steady supply of Corona and other Modelo brands in the U.S. Corona Extra continues to help consumers find their "inner beach," a place they can go to with the help of a cold beer. New creative gives consumers examples of how to find that Corona state of mind when they're not close to a beach. Modelo Especial is now the number-three import with about 42.4 millions cases in annual volume, and growth last year of 20.6%. The brand will offer expanded support this year not only with Hispanic consumers but with general market consumers as Modelo Especial was well. T wo new spots the fastest-growing tested last year will roll import in the U.S. out to new markets. market last year, Corona Light, increasing sales by seventh on the top- 20.6%. ten import list, saw sales rise about 2.4 percent last year to nearly 13.5 million cases. Last year's new creative designed to get consumers to think differently about why and where they drink light beer will continue to encourage them to "break from the herd." The brand also continues to sponsor Kenny Chesney's tour. Negra Modelo and Victoria, launched last year, are partnering with Chicago-based James Beard-winning chef Rick Bayless. Bayless becomes spokesperson for both brands and will talk about how they can be used in and paired with food. Pacifico, a lifestyle and discovery brand, is slowly expanding beyond Hispanic neighborhoods and making inroads into general markets especially through its sponsorship of U.S. Open competitions in surfing and snowboarding. Heineken USA. After a couple of rough years, Heineken—number two behind Corona—had a positive year in 2012, with sales up 1.4% to nearly 55.2 million cases. Volume grew fastest in key on-premise accounts, but the brand believes the introduction of its new Star Beverage Dynamics • www.beveragedynamics.com • May/June 2013 • 45