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
The company added the cider to its portfolio in May 2012. As it did last year, Fort Collins, CO-based New Belgium Brewing had the most Rising Star brands on the list: Ranger IPA, which increased 23.3% in 2012; winter ale Snow Day; Dig Pale Ale; and Shift Pale Lager. Dig is a spring seasonal offering launched in January 2012, while Shift, unveiled in March 2012, is described as an end-of-work-shift American pale ale meets American lager that the company says is "easy to drink, crisp and congratulatory." New to the Rising Stars list is Chainbreaker from Bend, OR-based Deschutes Brewery. The White IPA, which is brewed with wheat and pilsner malt, launched in 2012. Deschutes sold 218,000 cases of the brand last year. Another newcomer is Leinenkugel's Snowdrift from Jacob Leinenkugel Brewing Co., a Chippewa Falls, WIbased brewer that's been owned by MillerCoors since 1988. The seasonal vanilla porter was introduced in November 2012; 413,000 cases of it were sold. Established Growth Brands E stablished Growth Brands must have exceeded 3 million 2.25-gallon cases for the year. The leading Established Growth Brand, Coors Light, increased its growth rate from 1.0% for the prior two years to 2.0% in 2012.The venerable MillerCoors brand sold nearly 259 million cases; Another light offering, Yuengling Light Lager, posted the most impressive growth rate of the established brands. The lager from D.G. Yuengling & Sons, established in 1829, grew 78.0% over 2011. The Pottsville, PA-based brewer's efforts to expand beyond the Northeast appear to be paying off: Yuengling Traditional Lager grew 14.8%, reaching 39.7 million cases in 2012; it was the fourth fastest-growing brand this year. Michelob Ultra rebounded nicely after increasing just .05% from 2010 to 2011; it was up 7.0% in 2012, reaching 46.9 million cases. And Modelo Especial, which had posted a 14.0% increase in cases of beer sold for 2011, improved its growth rate to 20.6% in 2012. The Mexican pilsner sold 42.4 million cases in 2012 versus 35.2 million in 2011. Stella Artois, the Belgian brew distributed by Anheuser-Busch InBev, continued growing at a healthy pace of 18.0% over 2011, though it had been growing by about 20% for the previous two years. Stella reached 17.1 million cases in 2012, vs. 14.5 million cases in 2011. Boston Beer Co.'s Twisted Tea, a hard iced-tea beverage introduced in 2001, grew an impressive 31.1% over 2011, reaching 3.8 million cases. The brand recently launched its 10th flavor, mango. Meanwhile, Landshark Lager's growth slowed a bit from 7.1% for 2011 to 3.2% for 2012. The AnheuserBusch InBev brand's compound annual growth rate from 2008 to 2012 iss 17.9%. Blue Moon, a craft brand from MillerCoors, grew 13.5% in 2012, reaching 24.6 million cases. The Belgian-style white ale had previously been growing at a ■ faster rate, at 20.6% in 2011 and 30.4% in 2010. ESTABLISHED GROWTH BRANDS Top-selling growth brands that have grown moderately or substantially over the past four years. Brands must have exceeded 3 million 2.25-gallon cases in 2012. (000 2.25-Gallon Cases) Brand Coors Light Michelob ULTRA Modelo Especial Yuengling Traditional Lager Pabst Blue Ribbon Blue Moon Coors Banquet Stella Artois Bud Ice Sierra Nevada Pale Ale Landshark Shiner Bock Pacifico Fat Tire Amber Ale Yuengling Light Lager Twisted Tea Supplier 2008 MillerCoors 247,200 Anheuser-Busch InBev 43,300 Crown Imports 24,793 D.G. Yuengling & Sons 24,900 Pabst Brewing 21,700 MillerCoors 13,000 MillerCoors 19,000 Anheuser-Busch InBev 9,500 Anheuser-Busch InBev 11,300 Sierra Nevada Brewing 7,514 Anheuser-Busch InBev 4,000 Gambrinus 4,594 Crown Imports 5,047 New Belgium Brewing 4,805 D.G. Yuengling & Sons 1,200 Boston Beer Co. 1,600 2009 248,800 43,500 26,729 27,500 26,000 13,800 19,100 9,900 12,800 8,070 6,000 4,775 5,121 5,496 1,500 1,800 2010 251,300 43,600 30,872 29,700 30,400 18,000 19,300 11,900 13,300 8,800 7,000 5,000 5,218 5,621 1,800 2,200 2011 253,900 43,800 35,194 34,600 33,500 21,700 19,450 14,500 13,400 9,300 7,500 5,650 5,479 5,650 3,050 2,860 2012 258,980 46,870 42,440 39,720 36,970 24,630 19,750 17,110 13,770 9,960 7,740 6,050 5,960 5,777 5,430 3,750 '11/'12 % Chg 2.0% 7.0% 20.6% 14.8% 10.4% 13.5% 1.5% 18.0% 2.8% 7.1% 3.2% 7.1% 8.8% 2.2% 78.0% 31.1% '08/'12 % ACGR 1.2% 2.0% 14.4% 12.4% 14.2% 17.3% 1.0% 15.8% 5.1% 7.3% 17.9% 7.1% 4.2% 4.7% 45.8% 23.7% ACGR Annual Compound Growth Rate. Beverage Dynamics • www.beveragedynamics.com • September/October 2013 • 47