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/379477
18 Beverage Dynamics • September/October 2014 www.beveragedynamics.com Beer Growth Brands A-B InBev's Budweiser Black Crown is the third-ranked Ris- ing Star, selling more than 7.7million 2.25-gallon cases in 2013. Introduced in February 2013, Black Crown was the result AB-In- Bev's Project 12 initiative, in which the company's brewers came up with a dozen different beers in the style of Bud. The 12 brews were then whittled down to six; Budweiser Black Crown was the winner based on customer taste tests and opinions. The fourth-ranked Rising Star is part of the fast-emerging cider niche. Cider remains a small fraction of the beer market, but the cate- gory's growth in recent years is remarkable. Total cider consumption increased 66% from 2012 to 2013, according to Beverage Information Group data, reaching 16.8 million 2.25-gallon cases last year. The leading cider brand, Boston Beer Co.'s Angry Orchard, posted a staggering increase of 242% from 2.2 million cases in 2012 to 7.5 million cases in 2013. The brand launched in late 2011 in New England and went nationwide in mid-2012. Angry Orchard comes in the core Crisp Apple, Traditional Dry, Apple Ginger and Green Apple fl avors, as well as the seasonal Elderfl ower (available from April through August) and Cinnful (August through March) cinnamon spice fl avors. The brand also includes the Cider House Collection fl avors: Ice Man, Straw Man and The Muse. While Angry Orchard is the clear cider leader among the Rising Stars, the major beer producers have quickly adapted to the cider craze. Crispin Cider, which launched in mid 2011 and was acquired by MillerCoors in 2012, increased 71% to 1.2 million cases sold in 2013. MillerCoors has also recently released the higher-in-alcohol Smith & Forge Hard Cider. And A-B InBev's Michelob Ultra Light Cider, which came out in May 2012, was up 63%, to 570,000 cases. The company also intro- duced Stella Artois Cidre (pronounced see-druh) to the U.S. market in May 2013. The European-style cider from the Belgian beer brand sold 300,000 cases in 2013. A-B InBev is further betting on the cider category with Johnny Appleseed, a hard apple cider it rolled out in April. It's the fi rst new brand introduction by the company since the Shock Top craft brew in 2006. Redd's Apple Ale from MillerCoors is not a cider, but rather a golden ale with red apple hints. It's growing like a cider, though: Launched in late 2012, the brand reached more than 7 million cases in 2013. As it did the previous two years, Fort Collins, CO-based New Belgium Brewing had the most Rising Star brands on the list. Ranger IPA increased 12% in 2013, to 1.3 million cases, while New Bel- gium's winter seasonal beer Accumulation had a strong debut with 400,000 cases. The brewer sold some 330,000 cases each of its Rampant Imperial/Double IPA beer and summer fruit ale Rolle Bolle in RISING STARS Brands less than fi ve full years of age that have exhibited substantial growth over the past few years. (000 2.25-Gallon Cases) '12-'13 Brand Supplier 2009 2010 2011 2012 2013 % Change Bud Light Straw-Ber-Rita Anheuser-Busch InBev -- -- -- -- 11,300 --% Bud Light Lime-A-Rita Anheuser-Busch InBev -- -- -- 7,300 10,250 40.4% Budweiser Black Crown Anheuser-Busch InBev -- -- -- -- 7,705 --% Angry Orchard Cider Boston Beer Co. -- -- 40 2,200 7,525 ++% Redd's Apple Ale MillerCoors -- -- -- -- 7,020 --% Third Shift Amber Lager MillerCoors -- -- -- -- 1,500 --% Ranger IPA New Belgium Brewing -- 701 958 1,181 1,323 12.0% Crispin Cider MillerCoors -- 110 344 710 1,215 71.1% All Day IPA Founders Brewing Company -- -- -- -- 1,100 --% Michelob Ultra Light Cider Anheuser-Busch InBev -- -- -- 350 570 62.9% Bud Light Cran-Brr-Rita Anheuser-Busch InBev -- -- -- -- 500 --% Accumulation White IPA New Belgium Brewing -- -- -- -- 400 --% Chainbreaker White IPA Deschutes Brewery -- -- -- 218 342 56.9% Rampant IPA New Belgium Brewing -- -- -- -- 330 --% Rolle Bolle Summer Ale New Belgium Brewing -- -- -- -- 328 --% Stella Artois Cidre Anheuser-Busch InBev -- -- -- -- 300 --% Shift Pale Lager New Belgium Brewing -- -- -- 227 271 19.4% Pumpkick Ale New Belgium Brewing -- -- -- -- 230 --% River Ale Deschutes Brewery -- -- -- -- 131 --% ++ Greater than 100%. To learn more go to www.bevinfostore.com