Beverage Dynamics

Beverage Dynamics Sept-Oct 2011

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.

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Beer Growth Brands T Identifying top-sellers and brands to watch in today's beer market. By Liza B. Zimmerman he economic situation remains challenging. However, even in difficult times beer remains a solid favorite with consumers. And though U.S. consumption fell 1.9% in the U.S. in 2010, many brands we've identified as Growth Brands showed resilient increases and held their own over the past year. A Very Interesting Ad Campaign: Fast Track D os Equis is the lone member of the Fast Track this year, which is the most demanding of the Growth Brand categories. Among imported beers, a brand must have exceeded 1.5 million 2.25-gallon cases, growing at double-digit percentages, for four consecutive years. Dos Equis once again showed solid growth with a 19.1% increase to 14 million cases. The Heineken USA brand may still be riding high from its "Most Interesting Man in the World" ad campaign that debuted several years go and still continues. Solid Strength: Established Growth Brands T he bulk of this year's are in the Established Growth Brands category, with sales that exceed three million Fast Track Brands Domestic Brands must have exceeded 9 million 2.25-gallon cases in 2010, and imported brands/microbrews must have exceeded 1.5 million 2.25-gallon cases in 2010, with double-digit growth over each of the past four years. (Thousands of 2.25-Gallon Cases) Brand Supplier '09/'10 '06/'10 2006 2007 2008 2009 2010 % Chg % ACGR Dos Equis . . . . . . . . . . . . . . . . . . . .Heineken USA . . . . . . . . . . . . .7,500 . . . . .8,700 . . . . .9,800 . . . .11,750 . . . .14,000 . . . .19.1% . . .16.9% ACGR Annual Compound Growth Rate. Rising Stars Brands less than five full years of age that have exhibited substantial growth over the past few years. (Thousands of 2.25-Gallon Cases) Brand Supplier 2006 2007 2008 2009 '09/'10 2010 % Chg SELECT 55 . . . . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . . . . .-- . . . . . . . . . -- . . . . . . . . .-- . . . . . .5,000 . . . . .11,000 . . . . . . . .++ Landshark . . . . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . . . . .-- . . . . . . 2,500 . . . . . .4,000 . . . . . .6,000 . . . . . .7,000 . . . . .16.7% Four Loko . . . . . . . . . . . . . . . . . . . . . . .Phusion Projects . . . . . . . . . . . . . . .-- . . . . . . . . . -- . . . . . . . . .-- . . . . . .2,500 . . . . . .6,000 . . . . . . . .++ Shocktop . . . . . . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . . . . .-- . . . . . . . . . -- . . . . . .1,800 . . . . . .2,400 . . . . . .3,000 . . . . .25.0% Smirnoff Premium Malt Mixed Drinks . . .Diageo-Guinness USA . . . . . . . . . . .-- . . . . . . . . . -- . . . . . . . . .-- . . . . . . . . .-- . . . . . .2,500 . . . . . . . . .-- Bud Light Golden Wheat . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . . . . .-- . . . . . . . . . -- . . . . . . . . .-- . . . . . .1,000 . . . . . .2,000 . . . . . . . .++ Tecate Light . . . . . . . . . . . . . . . . . . . . .Heineken USA . . . . . . . . . . . . . . . . .-- . . . . . . . 800 . . . . . .1,200 . . . . . .1,370 . . . . . .1,500 . . . . . .9.5% Victoria . . . . . . . . . . . . . . . . . . . . . . . . .Crown Imports . . . . . . . . . . . . . . . .-- . . . . . . . . . -- . . . . . . . . .-- . . . . . . . . .-- . . . . . . . .450 . . . . . . . . .-- Labatt Blue Lime . . . . . . . . . . . . . . . . .N.A. Breweries . . . . . . . . . . . . . . . .-- . . . . . . . . . -- . . . . . . . . .-- . . . . . . . . .-- . . . . . . . .420 . . . . . . . . .-- Red Stripe Light . . . . . . . . . . . . . . . . . .Diageo-Guinness USA . . . . . . . . . . .-- . . . . . . . . . -- . . . . . . . . .-- . . . . . . . . .-- . . . . . . . .250 . . . . . . . . .-- ++ Greater than 100%. 46 • Beverage Dynamics • www.beveragedynamics.com • September/October 2011 cases and have shown continuous and steady growth over the last four years. Seventeen out of the total 29 beer Growth Brands fall into this category. The top trio stayed poised for success. MillerCoors' Coors Light grew 1.0% to 251.3 million 2.25-gallon cases, while the company's other major brand Keystone Light showed an impressive 2.3% increase over 2009 to 65.5 million. For its part, Anheuser-Busch's Michelob Ultra showed a modest 0.2% increase to 43.6 million cases. Other brands in the MillerCoors portfolio counted among the Established Browth Brands include Coors Banquet, Blue Moon, Keystone Ice and Mickey's. AB- InBev's additional heavy hitters include Natural Ice, Bud Ice and Stella Artois. Keystone Ice and Natural Ice both made a strong showing as sub-premium brands, with 3.9% and 0.5% increases respectively. These are brands that have con- tinued their low-key approach to advertising, yet have appealed to consumers in difficult economic times. Brands that channel nostalgia and have a retro vibe also performed well this past year. Pabst Blue Ribbon grew an impressive 16.9%, to increase to 30.4 million

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