GLOBAL
APPEAL
Imported beers coexist with
the U.S. craft movement
By Thomas Henry Strenk
W
About 25% of the draft beers at
Lazy Dog Café are imports.
www.cheersonline.com
ith their centuries of brewing experience, worldwide
reputations and global distribution networks, import
brands still command prestige in the U.S. beer market
today. After all, those foreign brewers were the originators of the
beer styles now emulated by aspiring American micros.
On the flip side, there is a craft scene emerging overseas
inspired by the success of the craft movement on this side of
the Pond. There are plenty of on-premise opportunities tailormade for the import category, and customers are willing to pay
premium prices for premium beers of the world.
Overall, the imported beer category grew by 1.3% in 2011,
according to Beer Handbook 2012, published by Cheers parent
company Beverage Information Group. But the 10 leading
imported brands surpassed that, growing 2.4% during that
time period.
Mexican brands dominated, with five powerhouse labels in
the top 10: Corona Extra and Corona Light, Modelo, Dos Equis
and Tecate. The other top players are familiar names: Heineken,
Stella Artois, Guinness, Labatt and Newcastle. Together those
leading imports accounted for the lion's share of category
volume, reports the Beverage Information Group, or more than
278 million 2.25-gallon cases sold in 2011.
Fastest-growing among the top-10 brands was the sole Belgian
brand. Stella Artois saw gains of nearly 22% in 2011. That
growth in part reflects mounting U.S. consumer interest in the
overall Belgian import category. Iconoclastic Belgian brewing
styles have many adherents among American beer geeks.
"Belgian ales have become very popular," says Gabriel Caliendo,
vice president of food and beverage for the Huntington Beach,
CA-based Lazy Dog Café. In fact, the 13-unit casual-dining
chain has devoted a section on its bottle list to that country.
"Belgium is making a lot of interesting beers," he notes.
About 25% of Lazy Dog's draft beers are imports such as
Guinness, Newcastle and Stella Artois. Corona and Heineken
($4.95) can be found on the bottle list. Belgian beers are the
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