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/27652
Diageo-Guinness USA e built great momentum in 2010 with our new ‘Bold’ marketing platform for Guinness,” said Sheila Stanziale, presi- dent of Diageo-Guinness USA. This year, Guinness is extending the “bold” campaign from football to basketball. And this month the brand gets a double punch by leveraging both St. Patrick’s Day and the start of the NCAA basketball tournament. SABMiller he primary battle- ground for early adopters is the on- premise market,” said Tenth & Blake’s Heneman. “There it’s about waitstaff education and exposure to our brands to give them a reason to believe and build a solid foundation. We translate that to off- premise by connecting with the consumer through things like food pairings. We continue that Guinness, Smithwick’s and Harp are being featured in this co-branded promotion from Diageo-Guinness USA. Guinness Foreign Extra Stout, launched last year, will get a full year’s support giving it more opportuni- ties to make inroads among craft drinkers where it’s been well received. And Guinness Black Lager, recently in test in Chicago, will be rolled out to new markets. “Right now, growth in the discovery category, where our brands Guinness, Smithwicks and Red Stripe play, is offsetting declines on the larger mass import brands,” Stanziale said. “We expect that trend to continue well into 2011 and even 2012.” Molson continues to focus on Canadian- themed POS. education in the off-premise market, too. Liquor retailers, for example, who talk very knowledgably about spirits and wine are also talking about beer.” Among their brands, Peroni’s focus is on the “aperiti- vo” routine of small plates and the first drink of the night. Pilsner Urquell this year is sponsoring a homebrew competition to reinforce the brand’s heritage as the orig- inal pilsner beer. Grolsch is all about the swing top. “It has a ton of heritage and bold, hoppy flavor that I think would appeal to a lot of craft drinkers,” Heneman said. “We have an awesome opportunity to market this beer and it’s about focusing on places where our type of drinkers hang out.” The importer’s South American and Polish beers also are on the rise. (000 2.25 Gallon Cases) Brand Brewer 2009 2010p % Change Corona Extra . . . . . . . . . . . . .Crown Imports . . . . . . . . . . . . . . . . . . . . . .100,197 . . . . . . . . . . .98,394 . . . . . . . . . . .-1.8% Heineken . . . . . . . . . . . . . . . .Heineken USA . . . . . . . . . . . . . . . . . . . . . . .58,800 . . . . . . . . . . .57,600 . . . . . . . . . . .-2.0% Modelo Especial . . . . . . . . . .Crown Imports . . . . . . . . . . . . . . . . . . . . . . .26,729 . . . . . . . . . . .31,514 . . . . . . . . . .17.9% Tecate . . . . . . . . . . . . . . . . . .Heineken USA . . . . . . . . . . . . . . . . . . . . . . .19,310 . . . . . . . . . . .18,300 . . . . . . . . . . .-5.2% Corona Light . . . . . . . . . . . . .Crown Imports . . . . . . . . . . . . . . . . . . . . . . .13,243 . . . . . . . . . . .13,137 . . . . . . . . . . .-0.8% Guinness Stout . . . . . . . . . . .Diageo-Guinness . . . . . . . . . . . . . . . . . . . . .11,949 . . . . . . . . . . .11,975 . . . . . . . . . . .0.2% Dos Equis . . . . . . . . . . . . . .Heineken USA . . . . . . . . . . . . . . . . . . . . . . .11,750 . . . . . . . . . . .14,200 . . . . . . . . . .20.9% Labatt Blue . . . . . . . . . . . . . .N.A. Breweries . . . . . . . . . . . . . . . . . . . . . . .10,500 . . . . . . . . . . .10,900 . . . . . . . . . . .3.8% Stella Artois . . . . . . . . . . . . .AB InBev . . . . . . . . . . . . . . . . . . . . . . . . . . . .9,900 . . . . . . . . . . .11,400 . . . . . . . . . .15.2% Heineken Premium Light . . .Heineken USA . . . . . . . . . . . . . . . . . . . . . . . .8,400 . . . . . . . . . . . .7,900 . . . . . . . . . . .-6.0% Total Leading Imported Brands Others 88,822 101,580 Total Imported Beer 270,778 359,600 (p) Preliminary 70 • Beverage Dynamics • www.beveragedynamics.com • March/April 2011 275,320 376,900 1.7% 14.4% 4.8%