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Issue link: https://read.dmtmag.com/i/41359
SOLID STRENGTH: Established Growth Brands T he bulk of this year's brands are in the Established Growth Brands category, with sales that exceed three million cases and have shown continuous and steady growth over the last four years. Seventeen out of the total 29 beer Growth Brands fall into this category. Th e top trio stayed poised for success. MillerCoors' Coors Light grew one percent to 251.3 million 2.25-gallon cases, while the company's other major brand Keystone Light showed an impressive 2.3 percent increase over 2009 to 65.5 million. For its part, Anheuser-Busch's Michelob Ultra showed a modest 0.2 percent increase to 43.6 million cases. Other brands in the MillerCoors portfolio that counted themselves among the Established Growth Brands include Coors Banquet, Blue Moon, Keystone Ice and Mickey's. AB-InBev's additional heavy hitters include Natural Ice, Bud Ice and Stella Artois. Keystone Ice and Natural Ice both made a strong showing as sub-premium brands, with 3.9 percent and 0.5 percent increases respectively. Th ese are brands that have continued their low- key approach to advertising, yet have appealed to consumers in diffi cult economic times. Brands that channel nostalgia and have a retro vibe also performed well this past year. Pabst Blue Ribbon grew an impressive 16.9 percent, to increase to 30.4 million cases, continuing its strong market ride. Pennsylvania favorite Yuengling Traditional Lager climbed to 29.7 million cases, an 8.0 percent increase, showing that regional distribution is not a limitation. Texas stronghold Shiner Bock grew to fi ve million cases with a 4.7 percent 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. Th is brand showed impressive growth of 15.5 percent to 30.9 million cases. New Belgium's hip Fat Tire Amber Ale gained 15 percent in 2010, jumping to 6.4 million cases. Imports also had a decent showing, including Labatt Blue Light with an increase of 1.5 percent to 6.7 million cases. Trendy and refreshing brews like Widmer Hefeweizen also made the rankings, with a 0.6 percent 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. Top-selling brands that have grown moderately or substantially over the past four years. Established Growth Brands Brands must have exceeded 3 million 2.25-gallon cases in 2010. (thousands of 2.25-gallon cases) Brand Coors Light Keystone Light Michelob Ultra Natural Ice Modelo Especial Pabst Blue Ribbon Yuengling Traditional Lager Coors Banquet Blue Moon Bud Ice Stella Artois Labatt Blue Light Fat Tire Amber Ale Keystone Ice Shiner Bock Mickey's Widmer Hefeweizen Supplier MillerCoors MillerCoors Anheuser-Busch InBev Anheuser-Busch InBev Crown Imports Pabst Brewing Yuengling Brewery MillerCoors MillerCoors Anheuser-Busch InBev Anheuser-Busch InBev N.A. Breweries New Belgium Brewing MillerCoors Gambrinus MillerCoors Craft Brewers Alliance 34 | SEPTEMBER 2011 2006 2007 2008 2009 2010 231,700 240,000 247,200 248,800 251,300 44,250 49,000 56,800 64,000 65,500 42,000 43,000 43,300 43,500 43,600 36,900 38,300 40,000 42,000 42,200 2009-2010 % Change 1.0% 2006-2010 ACGR 2.1% 2.3% 10.3% 0.2% 0.5% 8.0% 1.0% 8.1% 4.2% 0.9% 3.4% 19,616 22,417 24,793 26,729 30,872 15.5% 12.0% 19,400 20,300 21,700 26,000 30,400 16.9% 11.9% 21,765 23,412 24,900 27,500 29,700 16,400 17,300 19,000 19,100 19,300 6,100 10,000 13,000 13,800 18,000 30.4% 31.1% 9,100 6,250 6,300 4,510 3,650 4,026 4,200 3,100 9,800 11,300 12,800 13,300 7,500 6,525 4,756 3,800 4,350 4,600 3,141 9,500 6,550 4,805 4,600 4,594 4,700 3,150 ACGR - Annual Compound Growth Rate. Source: The Beverage Information Group. www.cheersonline.com 3.9% 10.0% 9,900 11,900 20.2% 17.5% 6,600 5,545 5,100 4,775 4,800 3,170 6,700 1.5% 6,375 15.0% 5,300 5,000 4,900 3,190 3.9% 4.7% 2.1% 0.6% 1.6% 9.0% 9.8% 5.6% 3.9% 0.7%