Cheers

Consumption of Beer by Category, 2012 (000 2.25-Gallon Cases) Leading Domestic Beer Brands, 2012 (000 2.25-Gallon Cases) Super Premium & Premium 12.3% Brand 226,270 MillerCoors 202,230 AB InBev 111,410 AB InBev 90,840 Busch AB InBev 76,720 Miller High Life MillerCoors 60,970 Keystone Light MillerCoors 57,710 Michelob Ultra Malt Liquor 2.3% FMBs 1.7% AB InBev Busch Light Imported Beer 13.3% 258,980 Natural Light Ice 3.6% MillerCoors Miller Lite Light 51.7% 532,550 Budweiser Craft 7.3% AB InBev Coors Light Popular 7.7% Brewer Bud Light 2012 AB InBev 46,870 Source: The Beverage Information Group. round." Changing out seasonal offerings is a logistical challenge with all the Bar Louie locations, he admits, but it helps keep the beer menu fresh and vibrant, he says. 2. CONSUMERS HAVE A TASTE FOR FERMENTEDMALT BEVERAGES. Although they have just 1.7% of the share of domestic beer, FMBs have showed impressed growth of 7.8% from 2011 to 2012, according to Beverage Information Group data. Popular FMBs include Diageo's Smirnoff Ice, Mike's Hard Lemonade and Boston Beer Co.'s Twisted Tea Anheuser-Busch InBev in particular is riding the FMB wave with its highly successful Bud Light Lime-a-Rita. Launched just last year, Bud Light Lime-a-Rita is a margarita-flavored malt beverage with an 8% ABV. The company, which released Bud Light Straw-Ber-Rita this past spring, is now unveiling Bud Light Lime Cran-Berr-Rita, a winter seasonal that will be available in November and December. 3.CANS MAKE A COMEBACK. Many beer drinkers used to shun cans because they imparted a metallic taste; plus some had the perception that better beer came in bottles. But starting with Oskar Blues Brewery's Dale's Pale Ale in 2002, craft beers have been popping up in can form. It helps that can technology has advanced radically in recent years, not only addressing the funky taste issue, but with engineering improvements that improve the canned-beer drinking experience. For instance, Boston Beer Co. earlier this year introduced its Samuel Adams "Sam can" with an extended lip and hourglass ridge at the top to enhance aromatics and expel carbonation. Pottstown, 30 | OCTOBER 2013 PA-based Sly Fox in April unveiled a beer can with a removable lid, similar to the pull-tab top of a soup can. Among the big domestic beer brands, Miller Lite last year introduced its punch-top cans that have a second hole to be opened with objects such as a key. Budweiser in May rolled out a bowtie-shaped beer can. 4. CRAFT IS HEADING HYPER LOCAL. As craft beer's popularity grows, interest is shifting from regional brews to hyper-local brands. Also, many light-beer drinkers today are opting for local offerings, Rohrabaugh says. Bar Louie has many locations in touristy areas, he says, "and guests always want to know about the local beer offering." Local beers can be a good introduction to craft brews, he notes. While Bar Louie mandates that locations must carry certain brands, "the general manager can make the decision on the rest of the beers to carry," Rohrabaugh says. "So the beer menu in Michigan is very different from the one in Texas." Bar Louie locations now have a local beer menu that changes every six months. Before that, only the mandated beers appeared on the menu, with a note to ask the server for the local selections, he adds. Boulder, CO-based causing dining chain Old Chicago in June announced a major brand redesign, part of which is redefining its commitment to offering local craft beers. Each restaurant now offers 36 craft beers on tap, with a rotating schedule featuring local beers from microbreweries. The company earlier this year hired Daniel Imdieke as nationwide manager of beer operations; Imdieke comes from craft-beer-centric chain Yard House Restaurants. www.cheersonline.com

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