Beer Growth
Brands
Beverage Dynamics' exclusive report on
Dynamics'
the fastest-selling beers in the U.S.
By Melissa Dowling
A
fter slipping 1.3% in 2011, total beer consumption
stabilized a bit in 2012. According to the Beverage
Information Group, total beer consumption reached 2.8
billion 2.25-gallon cases in 2012, though that's up less
than 1% from 2011. Imported beer consumption fared
slightly better, posting a 1.5% increase.
Looking at domestic beer, the craft segment continues to crank: It was up 14.6%. Consumption of flavored
malt beverages increased 7.8%.
Those were the bright spots, though: Light beer was
essentially flat, while popular and ice beers were each
down 1.2% from 2011, malt liquor fell 3.0% and super-
premium and premium domestic beers decreased 3.1%
Our Beer Growth Brands for 2013 reflect the popularity of craft and specialty brews. Cider is emerging
growth category, so we've including ciders with the beer
brands this year.
As with last year, there were no Comeback Brands
— those that have rebounded in sales to at least the previous level after a recent decline — to report for 2012.
Fast Track Growth Brands
T
o be considered a Fast Track, domestic brands must
have exceeded 9 million 2.25-gallon cases in 2012,
and imported brands/microbrews must have exceeded
1.5 million with double-digit growth over the past four
FAST TRACK BRANDS
Domestic Brands must have exceeded 9 million 2.25-gallon cases in 2012, and imported brands/microbrews must have
exceeded 1.5 million 2.25-gallon cases in 2012, with double-digit growth over each of the past four years.
(000 2.25-Gallon Cases)
Brand
Dos Equis
Shocktop
Leinenkugel's Summer Shandy
Lagunitas IPA
Supplier
2008
Heineken USA
9,800
Anheuser-Busch InBev 1,800
MillerCoors
580
Lagunitas Brewing Co.
380
2009
11,750
2,400
850
490
2010
14,000
3,000
1,280
730
2011
16,100
5,900
2,300
1,140
2012
18,680
9,240
4,350
1,680
'11/'12
% Chg
16.0%
56.6%
89.1%
47.4%
'08/'12
% ACGR
17.5%
50.5%
65.5%
45.0%
ACGR Annual Compound Growth Rate.
Beverage Dynamics • www.beveragedynamics.com • September/October 2013 • 45
