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/172332
RISING STARS Brands less than five full years of age that have exhibited substantial growth over the past few years. (000 2.25-Gallon Cases) Brand Bud Light Platinum Bud Light Lime-a-Rita Sierra Nevada Torpedo Angry Orchard Cider Ranger IPA Crispin Cider Snow Day Leinenkugel's Snowdrift Michelob ULTRA Light Cider Dig Pale Ale Shift Pale Lager Chainbreaker White IPA Supplier Anheuser-Busch InBev Anheuser-Busch InBev Sierra Nevada Brewing Boston Beer Co. New Belgium Brewing MillerCoors New Belgium Brewing MillerCoors Anheuser-Busch InBev New Belgium Brewing New Belgium Brewing Deschutes Brewery 2008 ------------- 2009 --520 ---------- 2010 --890 -701 110 ------- 2011 --2,380 40 958 344 409 ------ 2012 27,500 7,300 2,980 2,200 1,181 710 445 413 350 296 227 218 '11/'12 % Chg --25.2% ++ 23.3% ++ 8.8% ------ ++ Greater than 100%. years. Dos Equis retains its position at the top of the Fast Tack beer brands: It recorded annual compound growth of 17.5%. The Mexican lager, which has been owned by Heineken USA since 2010, reached 18.7 million cases last year, up from 16.1 million in 2011 and 14.0 million in 2009. The brand's "Most Interesting Man in the World" ad campaign, which highlights one worldly fellow's experiences, continues boost its appeal and attract a following. Shock Top from Anheuser-Busch InBev, moved from the Rising Star list to the Fast Track brands this year. The Belgian-style wheat ale grew a heady 56.6%, from 5.9 million 2.25-gallon cases sold in 2011 to 9.2 million cases in 2012. Still, Leinenkugel's Summer Shandy posted the most significant growth rate of all the Fast Track brands — 89.1% in 2012. The seasonal offering, a wheat beer mixed with lemonade, was released in 2007. Lagunitas IPA from Lagunitas Brewing Co. in Petaluma, CA, is a new Fast Track entrant. It increased 47.4% in 2012. Founded in 1993 (in Lagunitas, CA), Lagunitas is building a 250,000-barrel-ayear facility in Chicago to extend its reach to the Eastern U.S. According to Crain's Chicago Business, the new operation is scheduled to start up by year-end, and will make Lagunitas the city's largest brewer, surpassing Goose Island (which was acquired by AB InBev in 2011). Rising Star Growth Brands T he Rising Stars for this year reflect a few key trends in the beer industry: craft, local and flavors. Anheuser- Busch InBev brands occupy the two top spots: Bud Light Platinum and Bud Light Lime-a-Rita. Rising Star brands must be under five full years of age and have exhibited substantial growth during the past few years; both of these Bud Light offerings were launched in 2012. Bud Light Platinum is a 6% alcohol-by-volume lager that comes in a distinctive blue bottle. A-B InBev, which earlier this year hired singer/actor Justin Timberlake as the creative director for Platimum, this past June introduced reclosable aluminum bottles for the brand. Bud Light Lime-a-Rita is a margarita-flavored malt beverage with an 8% ABV. The company also released Bud Light Straw-Ber-Rita last year. Sierra Nevada Torpedo, an American IPA from Chico, CA-based Sierra Nevada Brewing, increased a healthy 25.2%, reaching just under 3 million 2.25-gallon cases sold. But the craft brand's growth has slowed from more than 100% the previous year. Boston Beer Co.'s Angry Orchard Cider, which launched in September 2011 in New England, and went nationwide in mid-2012, is making a big splash on the cider scene. It has grown dramatically, from 40,000 2.25-gallon cases sold in 2011 to 2.2 million in 2012. Crispin Cider also increased more than 100%, from 344,000 cases sold in 2011 to 710,000 in 2012. Launched in mid 2011, Minneapolis-based Crispin Cider Co. was acquired by MillerCoors in early 2012. The cider comes in original, brut and light styles. A-B InBev has a Rising Star cider brand as well: Its Michelob Ultra Light Cider sold 350,000 cases in 2012. 46 • Beverage Dynamics • www.beveragedynamics.com • September/October 2013