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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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 2011. (Thousands of 2.25-Gallon Cases) Brand Coors Light . . . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . .240,000 . . .247,200 . . .248,800 . . .251,300 . . .253,900 . . . . .1.0% . . . .1.4% Michelob Ultra . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . .43,000 . . . .43,300 . . . .43,500 . . . .43,600 . . . .43,800 . . . . .0.5% . . . .0.5% Natural Ice . . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . .38,300 . . . .40,000 . . . .42,000 . . . .42,200 . . . .42,700 . . . . .1.2% . . . .2.8% Modelo Especial . . . . . . . . . . . . . . . .Crown Imports . . . . . . . . . . . .22,417 . . . .24,793 . . . .26,729 . . . .30,872 . . . .35,194 . . . .14.0% . . .11.9% Yuengling Traditional Lager . . . . . . .Yuengling Brewery . . . . . . . . .23,412 . . . .24,900 . . . .27,500 . . . .29,700 . . . .34,600 . . . .16.5% . . .10.3% Pabst Blue Ribbon . . . . . . . . . . . . . .Pabst Brewing . . . . . . . . . . . .20,300 . . . .21,700 . . . .26,000 . . . .30,400 . . . .33,500 . . . .10.2% . . .13.3% Blue Moon . . . . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . . .10,000 . . . .13,000 . . . .13,800 . . . .18,000 . . . .21,700 . . . .20.6% . . .21.4% Coors Banquet . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . . .17,300 . . . .19,000 . . . .19,100 . . . .19,300 . . . .19,450 . . . . .0.8% . . . .3.0% Stella Artois . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . .7,500 . . . . .9,500 . . . . .9,900 . . . .11,900 . . . .14,500 . . . .21.8% . . .17.9% Bud Ice . . . . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . .9,800 . . . .11,300 . . . .12,800 . . . .13,300 . . . .13,400 . . . . .0.8% . . . .8.1% Landshark . . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . .2,500 . . . . .4,000 . . . . .6,000 . . . . .7,000 . . . . .7,500 . . . . .7.1% . . .31.6% Shiner Bock . . . . . . . . . . . . . . . . . . .Gambrinus . . . . . . . . . . . . . . . .4,350 . . . . .4,594 . . . . .4,775 . . . . .5,000 . . . . .5,650 . . . .13.0% . . . .6.8% Fat Tire Amber Ale . . . . . . . . . . . . . .New Belgium Brewing . . . . . . .4,756 . . . . .4,805 . . . . .5,496 . . . . .5,621 . . . . .5,650 . . . . .0.5% . . . .4.4% Pacifico . . . . . . . . . . . . . . . . . . . . . .Crown Imports . . . . . . . . . . . .5,032 . . . . .5,047 . . . . .5,121 . . . . .5,218 . . . . .5,479 . . . . .5.0% . . . .2.2% Keystone Ice . . . . . . . . . . . . . . . . . . .MillerCoors . . . . . . . . . . . . . . .3,800 . . . . .4,600 . . . . .5,100 . . . . .5,300 . . . . .5,400 . . . . .1.9% . . . .9.2% Supplier 2007 2008 2009 2010 ACGR Annual Compound Growth Rate. Landshark Lager makes its debut on the Established Growth Brands list this year (it had been a Rising Star for the past few years), growing 7.1% from 2010 to 2011. The AB InBev brand's compound annual growth rate from 2007 to 2011 was a whopping 31.6%. 2011 % Chg % ACGR '10/'11 '07/'11 While the Established Growth Brands list is dominated by imports, crafts and specialty beers, the decidedly downscale Pabst Blue Ribbon reported healthy year-over-year growth of 10.2%, reaching 33.5 million cases. What's more, Pabst Blue Ribbon's compound annual growth rate from 2007 to 2011 was 13.3%, an impressive performance for the 168-year-old American brand. Among the leading Established Growth Brands, Coors Light continued to move up with a 1.0% sales gain, for a total of nearly 224 million cases sold in 2011 (while the smaller-volume Coors Banquet hit almost 19.5 million cases, a 0.8% gain). And AB InBev's calorie-conscious Michelob Ultra grew by a slight 0.5% to a respectable 43.8 million cases. In addition, this year, there were three ice beers included in this category. AB InBev's Natural Ice gained 1.2% in 2011, reaching sales of 47.7 million cases, while the company's Bud Ice notched 13.4 million cases, a modest 0.8% increase in 2011. MillerCoors' Keystone Ice grew by 1.9%, to reach sales of 5.4 million cases. Finally, the well-known craft beer Fat Tire Amber Ale, from New Belgium Brewing, made the list again, reach- ing sales of more than 5.6 million cases. T he Rising Stars this year reflect the continuing growth of the craft beer movement. The leader, Shock Top, had a seri- ous growth spurt: The Belgian-style wheat ale from AB InBev nearly doubled the number of 2.25-gallon cases sold, from 3 million in 2010 to 5.9 million in 2011. Launched in 2007, Shock Top is the most established of all the 2012 Rising Star brands, which must be under five full years of age and have exhibited substantial growth during the past few years. Sierra Nevada Torpedo, an American IPA from Sierra Nevada Brewing, and Crown Imports' Victoria, a Vienna- style lager that's actually Mexico's oldest beer brand, each more than doubled its sales from 2010 to 2011. New Belgium Brewing had the most Rising Star brands on the list: Ranger IPA, Snow Day (a winter ale) and Somersault (a summer ale). Guinness Black Lager from Diageo-Guinness USA rounds out the list of Rising Star beer brands. The dark lager from the venerable stout maker was introduced last year. RISING STARS s RISING STARS Brands less than five full years of age that have exhibited notable growth over the past few years. (Thousands of 2.25-Gallon Cases) Brand Supplier Shocktop . . . . . . . . . . . . . . . . . . . . .Anheuser-Busch InBev . . . . . . . . . . . . . .-- . . . . . .1,800 . . . . . .2,400 . . . . . .3,000 . . . . . .5,900 . . . .96.7% Sierra Nevada Torpedo . . . . . . . . . . .Sierra Nevada Brewing . . . . . . . . . . . . . .-- . . . . . . . . .-- . . . . . . .520 . . . . . . .890 . . . . . .2,380 . . . . . . .++ Victoria . . . . . . . . . . . . . . . . . . . . . .Crown Imports . . . . . . . . . . . . . . . . . . . .-- . . . . . . . . .-- . . . . . . . . .-- . . . . . . .450 . . . . . .1,640 . . . . . . .++ Ranger IPA . . . . . . . . . . . . . . . . . . . .New Belgium Brewing . . . . . . . . . . . . . . .-- . . . . . . . . .-- . . . . . . . . .-- . . . . . . .701 . . . . . . .958 . . . .36.7% Snow Day . . . . . . . . . . . . . . . . . . . . .New Belgium Brewing . . . . . . . . . . . . . . .-- . . . . . . . . .-- . . . . . . . . .-- . . . . . . . . .-- . . . . . . .409 . . . . . . . .-- Guinness Black Lager . . . . . . . . . . .Diageo-Guinness USA . . . . . . . . . . . . . . .-- . . . . . . . . .-- . . . . . . . . .-- . . . . . . . . .-- . . . . . . .350 . . . . . . . .-- Somersault . . . . . . . . . . . . . . . . . . . .New Belgium Brewing . . . . . . . . . . . . . . .-- . . . . . . . . .-- . . . . . . . . .-- . . . . . . . . .-- . . . . . . .325 . . . . . . . .-- 2007 2008 2009 2010 2011 % Chg '10/'11 ++ Greater than 100%. 42 • Beverage Dynamics • www.beveragedynamics.com • September/October 2012