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/41523
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 2010. (Thousands of 2.25-Gallon Cases) Brand Supplier '09/'10 '06/'10 2006 2007 2008 2009 2010 % Chg % ACGR Coors Light . . . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . .231,700 . . .240,000 . . .247,200 . . .248,800 . . .251,300 . . . . .1.0% . . . .2.1% Keystone Light . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . . .44,250 . . . .49,000 . . . .56,800 . . . .64,000 . . . .65,500 . . . . .2.3% . . .10.3% Michelob Ultra . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . .42,000 . . . .43,000 . . . .43,300 . . . .43,500 . . . .43,600 . . . . .0.2% . . . .0.9% Natural Ice . . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . .36,900 . . . .38,300 . . . .40,000 . . . .42,000 . . . .42,200 . . . . .0.5% . . . .3.4% Modelo Especial . . . . . . . . . . . . . . . .Crown Imports . . . . . . . . . . . .19,616 . . . .22,417 . . . .24,793 . . . .26,729 . . . .30,872 . . . .15.5% . . .12.0% Pabst Blue Ribbon . . . . . . . . . . . . . .Pabst Brewing . . . . . . . . . . . .19,400 . . . .20,300 . . . .21,700 . . . .26,000 . . . .30,400 . . . .16.9% . . .11.9% Yuengling Traditional Lager . . . . . . .Yuengling Brewery . . . . . . . . .21,765 . . . .23,412 . . . .24,900 . . . .27,500 . . . .29,700 . . . . .8.0% . . . .8.1% Coors Banquet . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . . .16,400 . . . .17,300 . . . .19,000 . . . .19,100 . . . .19,300 . . . . .1.0% . . . .4.2% Blue Moon . . . . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . . . .6,100 . . . .10,000 . . . .13,000 . . . .13,800 . . . .18,000 . . . .30.4% . . .31.1% Bud Ice . . . . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . .9,100 . . . . .9,800 . . . .11,300 . . . .12,800 . . . .13,300 . . . . .3.9% . . .10.0% Stella Artois . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . .6,250 . . . . .7,500 . . . . .9,500 . . . . .9,900 . . . .11,900 . . . .20.2% . . .17.5% Labatt Blue Light . . . . . . . . . . . . . . .N.A. Breweries . . . . . . . . . . . . .6,300 . . . . .6,525 . . . . .6,550 . . . . .6,600 . . . . .6,700 . . . . .1.5% . . . .1.6% Fat Tire Amber Ale . . . . . . . . . . . . . .New Belgium Brewing . . . . . . .4,510 . . . . .4,756 . . . . .4,805 . . . . .5,545 . . . . .6,375 . . . .15.0% . . . .9.0% Keystone Ice . . . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . . . .3,650 . . . . .3,800 . . . . .4,600 . . . . .5,100 . . . . .5,300 . . . . .3.9% . . . .9.8% Shiner Bock . . . . . . . . . . . . . . . . . . .Gambrinus . . . . . . . . . . . . . . . .4,026 . . . . .4,350 . . . . .4,594 . . . . .4,775 . . . . .5,000 . . . . .4.7% . . . .5.6% Mickey's . . . . . . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . . . .4,200 . . . . .4,600 . . . . .4,700 . . . . .4,800 . . . . .4,900 . . . . .2.1% . . . .3.9% Widmer Hefeweizen . . . . . . . . . . . . .Craft Brewers Alliance . . . . . . .3,100 . . . . .3,141 . . . . .3,150 . . . . .3,170 . . . . .3,190 . . . . .0.6% . . . .0.7% ACGR Annual Compound Growth Rate. cases, continuing its strong market ride. Pennsylvania favorite Yuengling Traditional Lager climbed to 29.7 million cases, an 8.0% increase, showing that regional distribution is not a limitation. Texas stronghold Shiner Bock grew to 5 million cases with a 4.7% growth rate, demonstrating that strong home ties don't need to restrain a brand's growth. Mexico made its brewing presence shown with Modelo Especial. This brand showed impressive growth of 15.5% to 30.9 million cases. New Belgium's hip Fat Tire Amber Ale gained 15% in 2010, jumping to 6.4 million cases. Imports also had a decent showing, including Labatt Blue Light with an increase of 1.5% to 6.7 million cases. Trendy and refreshing brews like Widmer Hefeweizen also made the rankings, with a 0.6% increase to 3.2 million cases. Overall, the lineup of Established Growth Brands was somewhat similar to last year's. It continues to be a solid mix of established domestic and imported brands, with some regional brews and sub-premium brands. On the Radar: Rising Stars T he lineup of new brands attracting attention under- went a few changes to the lineup this year. Four Loko, Comeback Brands Brands that have rebounded in sales to at least the previous level after a recent decline. (Thousands of 2.25-Gallon Cases) Brand Supplier 2006 2007 2008 2009 '09/'10 2010 % Chg Samuel Adams Boston Lager . . . . . . . . .Boston Beer . . . . . . . . . . . . .10,700 . . . . . 12,400 . . . . .13,200 . . . . .13,000 . . . . .14,000 . . . . . .7.7% Beverage Dynamics • www.beveragedynamics.com • September/October 2011 • 47 Shocktop, Victoria, Labatt Blue Lime and Red Stripe Light are new to the list. AB-InBev had the largest sta- ble of brands with SELECT 55, Landshark, Shocktop and Bud Light Golden Wheat included in the category. Crown Imports, Diageo-Guinness USA, N.A. Breweries, Heineken USA and Phusion Projects—with Four Loko—were also suppliers with high-ranking brands. This year's Growth Brands Rising Star lineup may represent more of an eclectic beer lineup that may reflect where the market is going. SELECT 55, Four Loko and Bud Light Golden Wheat all showed impres- sive growth at or more than 100%. Four Loko grew the most in terms of percentage of sales increases, with 140% increase, to 6 million cases. Good to See You Again: Comeback Brand T here is only one Comeback Brand that made this list this year. Samuel Adams Boston Lager regained its sales momentum after having declined slightly in 2009. In 2010, the brand increased by 7.7% to 14 million cases. With a national presence, Sam Adams has now become epitome of how a craft beer company can grow into a coast-to-coast phenomenon. s