Beer F
Imported Steady Flow for The category takes on a
challenging, yet positive year. By Lucy Saunders
or decades, imported beers enjoyed on-premise growth as discerning drinkers pursued authenticity in ales, lambics and lagers. Due to a combination of factors, sales of
imported brands have shifted somewhat over the past few years. Sales of
imported beer last year grew by 4.8 percent over
2009, according to the Cheers On-Premise BARometer Handbook, published by the Beverage Information Group (BIG). Imported beer sales accounted for 13.3 percent of the total category on a volume basis, according to BIG. T at is roughly the same percentage it represented in 2006 at 13.7 percent. T is category experienced steady growth for almost
two
decades, according to BIG, but that slowed in 2008. Case sales were positive in 2010, but came in signifi cantly below fi gures for 2006. T is decrease can be attributed to the state of the economy, costs of
transit and heightened competition from
craft beers as well as wine and cocktails taking a piece out of the imported beer pie. Operators report that leading brands Corona Extra, Heineken,
Modelo Especial and Tecate have continued to lead the lineup and play strong roles in their beverage programs, along with a range of smaller, niche brands and Belgian brews. Dallas-based Dave and Buster’s 57 units feature casual
dining, as well as entertainment and gaming, with three of ten taps devoted to imported brands, and at least six of 20 bottled brands are imports. Peter Czizek, vice president of food and beverage research and development, says, “We focus on core imports such as Stella Artois and Bass Ale, but the last year, we’ve seen more price sensitivity on imports and also more customers who tell us they want to ‘buy American’ and support
48 | MARCH 2011 www.cheersonline.com
