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.
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"No one needs to worry whether craft beer is a fad. It is a permanent and increasingly important part of the beer landscape and is today the principal driver of energy and dollars." — JIM KOCH, Founder, Boston Beer Co. this out. American beer drinkers confine their preference for light beer to domestic choices—or, put another way, the consumer who turns to imports may be looking for a different experience. When it comes to imported beer, only one light beer, Corona Light, cracks the top ten. Also hinting at differences between domestic and import consumption: in contrast to top domestic beers, which are all either pale lagers or their light variants, three of the top imports—Dos Equis, Guinness Stout and Newcastle Brown Ale—represent other styles. Of course, imports and craft beer represent a fraction of beer sales when compared with the mainstream staples. But the big brewing companies know which sectors have the momentum, and are paying attention. The Big Guys For the past decade, the top-ten list of domestic n 2012, Anheuser-Busch was responsible for about beers has been remarkably consistent, and membership half the beer sales in the U.S. and MillerCoors for in the top five unchanged. Bud Light has been the num- another quarter, or, by volume, a combined 80% of the ber one beer throughout, with sales so far above its beer consumed. No other domestic vendor accounts for rivals—roughly two and a half times that of the next even 2% of the U.S. market (IRI). Despite these huge closest brand—as to make its lead position unassailable volumes, annual growth for the two big brewing compafor now. It accounts for around 40% of Anheuser nies was nearly flat, a condition that must be painfully Busch's total volume. familiar to their executives. Year after year, four other brands shuffle through Anheuser-Busch has faced the most demanding positions two through five. Though Budweiser has gen- changes in recent years, with the acquisition of the erally placed just below its lighter sibling, in 2012 for the company by Belgian-Brazilian conglomerate InBev in first time, Coors Light moved into the number two slot 2008. Early last year, Brazilian Luiz Fernando Edmond, after eight years of growth, ahead of Bud, Miller Light Zone President North America for parent company and Natural Light. Anheuser-Busch InBev, was also named president of Of the top-selling domestic beer brands, only Coors Anheuser-Busch, assuming the position held by Dave Light and Michelob Ultra (at number ten) grew market Peacock since the acquisition. Peacock presided over share, by 2% and 7% respectively, while the other eight the transition that followed the merger, overseeing a brands fell, five of those by more than five percentage difficult period of cuts and efficiency measures. points (figures from IRI, a Chicago-based market Heading a leaner AB, Edmond grapples with stubresearch firm). bornly sluggish sales figures. However, according to Also continuing a consistent trend, American con- Paul Chibe, Vice President, U.S. Marketing, "In 2012, sumers have once again made light beer their top choice our sales-to-retailers increased 0.4%, the first positive of beer style, with seven out of ten of the top beers year since the economic downturn began in 2008. The falling in the light category. Looking at the top 20 increase was driven by a number of factors, including a domestic beers, light styles account for more than 60% of beer consumed. Of concern to the mega-brewers, however, are signs that the preference for light beers may be softening. A mid-summer survey conducted by ConsumerEdge documented waning enthusiasm for light beers and growing consumer interest in more flavorful beer— Anheuser-Busch marked the past year with a series of new product including both imports and craft. introductions, including Budweiser Black Crown, Shock Top Top import selections bear Honeycrisp Apple Wheat and Bud Light Lime Straw-Ber-Rita. I 32 • Beverage Dynamics • www.beveragedynamics.com • September/October 2013