Beverage Dynamics

Beverage Dynamics Sept-Oct 2012

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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Page 40 of 51

BEER GROWTH BRANDS F Beverage Dynamics identifies the fastest-selling beers in the U.S. BY MELISSA DOWLING irst, the good news: It's a great time to be a beer drinker, given the staggering array of choices and styles in brands and types. New trends and options are also giving the beer category a new sophistication and respect, from the continued growth in craft brands and creative packaging to interest in beer/food pairings and con- cepts such as beer flights. Now the bad news: Total beer consumption continues to fall. According to research by the Beverage Information Group, Beverage Dynamics' parent company, overall beer consumption was down 1.3%, from about 2.82 billion 2.25-gallon cases in 2010 to approximately 2.79 billion cases in 2011. Domestic beer consumption fell by 1.6%, while imported beer consumption posted a respectable increase of 1.3%. The beer consumption shortfall is reflected in our Growth Brands. The total number of Growth Brands fell from 29 in 2009 to 28 in 2010 to just 24 for 2011. Perhaps more telling: There were no Comeback Brands — those that have rebounded in sales to at least the previous level after a recent decline — to report this year. T he Fast Track is the most demanding of the Fast Track categories: brands need to show double-digit increases in each of the previous four years in order to qualify. Dos Equis has been a fixture in this segment for several years, and 2011 was no different: The Mexican lager, acquired by Heineken in 2010, grew by a hefty 15% from 2010 to 2011. To be considered a Fast Track, domestic brands must have exceeded 9 million 2.25-gallon cases in 2011, and imported brands/microbrews must have exceeded 1.5 million. Dos Equis reached 16.1 million cases last year, up from 14 million in 2010 and 11.8 million in 2009. The brand's popularity is credited to the highly successful "Most Interesting Man in the World" ad campaign. The campaign, which launched in 2006 and includes the catchphrase, "I don't always drink beer, but when I do, I prefer Dos Equis," is so popular that if you Google Dos Equis, you'll find more about the ads than the beer. While Dos Equis was the lone Fast Track brand in 2011, it has company on the list this year: Dales' Pale Ale, a craft beer from Oskar Blues Brewing Company in Longmont, CO. The hearty, hoppy beer was first brewed in the Oskar Blues restaurant in 1998; the company was the first U.S. craft brewer to can its own beer in 2002. Dale's Pale Ale grew 35.3% from 2010 to 2011, with compound annual growth rate from 2007 to 2011 of 43.7%. FAST TRACK BRANDS T he Established Growth Brand category allows for recognition of brands that have consistently gown over the past four years, but not at double-digit rates for each year. In terms of year-over-year growth, Stella Artois led the category. The Belgian brew distributed by Anheuser- Busch InBev posted a 21.8% increase in cases of beer sold from 2010 to 2011. The brand grew at about 20% the previous year as well. Stella reached 14.5 million cases in 2011; Established Growth Brands must have exceeded 3 million 2.25-gallon cases for the year. ESTABLISHED GROWTH BRANDS The fourth fastest-growing brand year over year is Modelo Especial, which posted a 14% increase in cases of beer sold from 2010 to 2011. The Mexican pilsner is supplied by Crown Imports. Another Crown brew, Pacifico, makes its debut on the Established Growth Brands list this year. Also a Mexican pilsner-style beer, Pacifico grew 5% to reach 5.6 million cases in 2011. Blue Moon also posted respectable growth of 20.6% in 2011, reaching 21.7 million cases. The Belgian-style wheat ale from MillerCoors built on its performance in 2010, when it increased by 30.4%. Yuengling Traditional Lager more than doubled its growth rate, from 8.0% last year to 16.5% this year, mak- ing it the third fastest-growing brand in 2012. The iconic Pennsylvania brand, which is produced by America's old- est brewery, has been expanding its distribution reach in recent years. FAST TRACK BRANDS Domestic Brands must have exceeded 9 million 2.25-gallon cases in 2011, and imported brands/microbrews must have exceeded 1.5 million 2.25-gallon cases in 2011, with double-digit growth over each of the past four years. (Thousands of 2.25-Gallon Cases) Brand Dos Equis . . . . . . . . . . . . . . . . . . . .Heineken USA . . . . . . . . . . . . .8,700 . . . . .9,800 . . . .11,750 . . . .14,000 . . . .16,100 . . . .15.0% . . .16.6% Dale's Pale Ale . . . . . . . . . . . . . . . . .Oskar Blues Brewing . . . . . . . . .540 . . . . . .800 . . . . .1,200 . . . . .1,700 . . . . .2,300 . . . .35.3% . . .43.7% Supplier ACGR Annual Compound Growth Rate. Beverage Dynamics • • September/October 2012 • 41 2007 2008 2009 2010 2011 % Chg % ACGR '10/'11 '07/'11 Shiner Bock, a dark lager from Gambrinus, is the fifth-fastest-growing established beer brand. After growing at about 5% a year for the past two years, Shiner Bock increased 13.0% from 2010 to 2011, to about 5.7 million cases.

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