ON THE RADAR: Rising Stars T
he lineup of new brands attracting attention underwent a few changes to the lineup this year. Four of them: Loko, Shocktop,
Victoria, Labatt Blue Lime and Red Stripe Light are new to the list. AB-InBev had the largest stable of brands with SELECT 55, Landshark, Shocktop and Bud Light Golden Wheat included in the category. Crown Imports, Diageo-Guinness USA, N.A. Breweries, Heineken USA and Phusion Projects—with Four
Loko—were also suppliers with high-ranking brands. Th is year's Growth Brands Rising Star lineup may represent
more of an eclectic beer lineup that may refl ect where the market is going. SELECT 55, Four Loko and Bud Light Golden Wheat all showed impressive growth at or more than 100 percent. Four Loko grew the most in terms of percentage of sales increases, with 140 percent increase, to six million cases.
Rising Stars
Brands less than fi ve full years of age that have exhibited substantial growth over the past few years. (thousands of 2.25-gallon cases)
Brand
SELECT 55 Landshark Four Loko Shocktop
Bud Light Golden Wheat Tecate Light Victoria
Labatt Blue Lime Red Stripe Light
Supplier
Anheuser-Busch InBev Anheuser-Busch InBev Phusion Projects
Anheuser-Busch InBev Anheuser-Busch InBev Heineken USA Crown Imports N.A. Breweries
Diageo-Guinness USA
2006 -- -- -- -- -- -- -- -- --
2007 --
2,500 -- -- --
2008 --
4,000 --
1,800 --
800 1,200 -- -- --
++ Greater than 100%. Source: The Beverage Information Group.
-- -- --
2009 2010
5,000 11,000 6,000 2,500 2,400 1,000 1,370 -- -- --
7,000 6,000 3,000 2,000 1,500 450 420 250
2009-2010 % Change
++
16.7% ++
25.0% ++
9.5% -- -- --
here is only one Comeback Brand that made the list this year. Samuel Adams Boston Lager regained its sales momentum after having declined slightly in 2009. In 2010, the brand
GOOD TO SEE YOU AGAIN: Comeback Brand T
increased by 7.7 percent to 14 million cases. With a national presence, Sam Adams has now become epitome of how a craft beer company can grow into a coast-to-coast phenomenon.
Brands that have rebounded in sales to at least the previous level after a recent decline. (thousands of 2.25-gallon cases)
Comeback Brands Brand Samuel Adams Boston Lager Supplier Boston Beer 2006 2007 2008 ACGR - Annual Compound Growth Rate. Source: The Beverage Information Group. www.cheersonline.com SEPTEMBER 2011 | 35 2009 2010 10,700 12,400 13,200 13,000 14,000
2009-2010 % Change
7.7%
