Beverage Dynamics

Beverage Dynamics Sept-Oct 2015

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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36 Beverage Dynamics • September/October 2015 www.beveragedynamics.com 2013-2014 2010-1014 Brand Supplier 2010 2011 2012 2013 2014 % Change ACGR Corona Extra Constellation Brands 98,193 98,684 100,660 102,370 107,693 5.2% 2.3% Modelo Especial Constellation Brands 30,872 35,194 42,440 49,080 59,900 22.0% 18.0% Michelob ULTRA Anheuser-Busch InBev 43,600 43,800 46,870 55,700 59,320 6.5% 8.0% Blue Moon MillerCoors 18,000 21,700 25,630 28,790 29,110 1.1% 12.8% Stella Artois Anheuser-Busch InBev 11,900 14,500 17,110 20,900 22,800 9.1% 17.7% Coors Banquet MillerCoors 19,300 19,450 19,750 20,080 20,840 3.8% 1.9% Corona Light Constellation Brands 13,057 13,140 13,460 13,860 14,345 3.5% 2.4% Shocktop Anheuser-Busch InBev 4,800 7,900 11,970 13,960 14,140 1.3% 31.0% Rolling Rock Anheuser-Busch InBev 7,200 8,200 9,200 10,900 12,550 15.1% 14.9% Twisted Tea Boston Beer Co. 2,200 5,500 6,600 7,400 8,425 13.9% 39.9% Shiner Bock Gambrinus 5,000 5,650 6,050 6,545 6,920 5.7% 8.5% Pacifi co Constellation Brands 5,218 5,479 5,960 6,230 6,616 6.2% 6.1% Seagram's Escapes North American Breweries 3,120 3,870 4,950 5,630 6,425 14.1% 19.8% Yuengling Light Lager D.G. Yuengling & Sons 1,800 3,050 5,430 6,210 6,350 2.3% 37.0% Tecate Light Heineken USA 1,500 1,750 2,430 3,020 3,355 11.1% 22.3% ACGR = Annual Compound Growth Rate 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 2013. (000 2.25-Gallon Cases) Because most consumers are familiar with IPAs, the style is often an entry for people to get into craft beer, Rogers says. "What the craft industry does so brilliantly is to keep customers engaged by offering different styles and variations of brands that consumers have become familiar with—especially at the national level." ESTABLISHED GROWTH BRANDS It's not easy to grow for nationwide brands already selling hundreds of millions of cases. That's why the biggest beer brands, such as Bud Light, with 241.9 million cases sold in 2014, Coors Light (106.1 million cases sold) and Miller Lite (101.7 million cases sold) aren't represented here this year. Established Growth brands are top-selling beers that have grown moderately or substantially in the past four years and that exceeded 2 million 2.25-gallon cases in 2014. Corona Extra, the leading Established Growth brand, managed a 5.2% increase to 107.7 million cases sold in 2014 But Modelo Especial, which like Corona is from Constellation Brands, posted the biggest year-over-year increase among the Established Growth brands, at 22.0%. With 59.9 million cases sold in 2014, Modelo surpassed Michelob Ultra this year, which sold 59.3 million cases. What's driving the growth of Mexican beer brands? Some of it is the large population of people from Mexico, as well as interest in Mexican culture and cuisine. It's also hip for a Millennial consumer to choose a Modelo Especial or a Dos Equis because they're not mainstream, so it differentiates them from others, Rogers says. Marketing is another important contributing factor, especially in the case of Corona, he adds. "Corona not only did a great job with the 'Find your beach' campaign, but their most recent campaign supporting their canned offerings connects with consumers on many levels," Rogers says. Rolling Rock, an "extra pale" lager, posted impressive growth of 15.1%, reaching 12.6 million cases in 2014. Launched in 1939 by the Latrobe Brewing Co. in Latrobe, PA, Rolling Rock was acquired by A-B Inbev in 2006. COMEBACK KID Another venerable American beer brand, Yuengling, made the Established Growth brands list. The company's Yuengling Light Lager increased 2.3% to 6.4 million cases in 2014, albeit much slower than previous grow rates of 14.4% for 2013 and 78.0% for 2012. Founded in 1829, D.G. Yuengling & Son is the oldest operating brewing company in the U.S. The Pottsville, PA-based brewer's traditional lager is the lone Comeback Brand this year. Comeback Brands have rebounded in sales to at least the previous level after a recent decline. After falling slightly, from about 38 million cases in 2012 to 37.2 million in 2013, sales of Yuengling traditional lager increased 6.4% to 39.5 million cases in 2014. BD BEER THEY ARE

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