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Beer: The Market - US - December 2011

This report provides a detailed look at the on- and off-premise segments of the U.S. beer market, including:

  • The declining popularity of mass produced, domestic beer, including the impact of other alcoholic beverages (particularly high end and flavored spirits).
  • Growth of the micro brew/craft sector over the past five years, along with how these products have taken market share from big domestic and imported brands.
  • Why consumers are attracted to craft beer and how its distinctive characteristics benefit on- and off-premise operators of all sizes.
  • Beers’ performance in individual selling channels along with updates on each channel’s strategies. Information on bars, restaurants, supermarkets, specialty stores, mass retailers, deep discounters, and drug chains is provided, along with an in-depth chapter on convenience stores.
  • Beer companies’ advertising and marketing strategies, including traditional television, print, and radio as well as online initiatives, contests, and event sponsorships.
  • Impact of the poor economy on beer purchasing.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Market drivers
                        • Segmentation
                          • Retail performance, on-premise
                            • Retail performance, off-premise
                              • Private label
                                • Companies and brands, domestics
                                  • Companies and brands, imports
                                    • Beer marketing and advertising
                                      • The rise of craft beer (special supplement)
                                      • Insight and Opportunities—A Market-centric View

                                        • Retailers get their fill of growlers
                                          • Beyond the Big Apple
                                            • Labor and legalities
                                              • Micromarketing
                                              • Inspire Insights

                                                  • Inspire Trend: “Edutainment”
                                                    • Inspire Trend: “Eco and Ego”
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Beer sales flat in 2010, better prediction for 2011 and beyond
                                                          • Sales and forecast of beer
                                                            • Figure 1: Total U.S. dollar sales and forecast of beer, at current prices, 2006-16
                                                            • Figure 2: Total U.S. dollar sales and forecast of beer, at inflation-adjusted prices, 2006-16
                                                          • Beer volume declines during 2008-10
                                                              • Figure 3: U.S. beer volume sales, 2006-11
                                                            • Fan chart forecast
                                                                • Figure 4: Fan chart forecast of total U.S. retail sales of beer, at current prices, 2006-16
                                                            • Market Drivers

                                                              • The poor economy continues to influence beer sales
                                                                • Figure 5: Real GDP growth
                                                                • Figure 6: Real Disposable Personal Income
                                                                • Figure 7: Percentages of unemployed adults aged 16+, 2001-11
                                                                • Figure 8: Unemployment status (seasonally adjusted) among civilian non-institutional population, by age, gender, and race/Hispanic origin, October 2010-October 2011
                                                              • Men, Hispanics are the key beer drinkers
                                                                • Hispanics love beer
                                                                  • Figure 9: Population aged 21 or older, by race and Hispanic origin, 2006-16
                                                                  • Figure 10: Types of beer consumed, by language(s) spoken at home, January 2006-October 2006
                                                                • Beer rocks in the Granite State
                                                                  • Figure 11: Per capita consumption of malt beverages, ranked by top five states, by people aged 21+, 2010
                                                                  • Figure 12: Shipments of malt beverages, ranked by top five states/District of Columbia 2010
                                                              • Competitive Context

                                                                • Beer versus wine, spirits, and craft beer
                                                                  • Mixology couture
                                                                    • Innovation in vodka
                                                                      • Age impacts consumption patterns
                                                                        • Figure 13: Young adults’ beverage preferences, August 2011
                                                                      • Millennials and Boomers love wine
                                                                        • Figure 14: U.S. population aged 21 or older, 2006-16
                                                                      • Crafty and profitable beer
                                                                        • Summer holidays and armchair athletes
                                                                          • Figure 15: Favorite top 10 Fourth of July beers, June 30, 2011
                                                                        • Sticking up for beer
                                                                          • Figure 16: Beer drinking demographics among serious fans of major league sports, March 20, 2011
                                                                        • Abstention
                                                                          • Figure 17: Alcohol abstention by gender and income
                                                                          • Figure 18: Alcohol consumption, by education
                                                                      • Segmentation

                                                                        • Domestics decline, imports grow
                                                                          • Figure 19: U.S. volume sales of beer, by segment, 2006-11
                                                                          • Figure 20: U.S. sales of beer, by segment and subsegment, 2009-11
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Domestic beer
                                                                            • Total volume sales of domestic beer
                                                                              • Figure 21: U.S. volume sales of domestic beer, 2006-11
                                                                            • Domestic beer—light beer
                                                                              • Total volume sales of light beer
                                                                                • Figure 22: U.S. volume sales of light beer, 2006-11
                                                                              • Domestic beer—premium beer
                                                                                • Figure 23: U.S. volume sales of premium beer, 2006-11
                                                                              • Domestic beer—popular beer
                                                                                • Total volume sales of popular beer
                                                                                  • Figure 24: U.S. volume sales of popular beer, 2006-11
                                                                                • Domestic beer—super-premium and craft beer
                                                                                  • Total volume sales of super-premium and craft beer
                                                                                    • Figure 25: U.S. volume sales of super-premium and craft beer, 2006-11
                                                                                  • Domestic beer—ice beer
                                                                                    • Total volume sales of ice beer
                                                                                      • Figure 26: U.S. volume sales of ice beer, 2006-11
                                                                                    • Domestic beer—malt liquor
                                                                                      • Total volume sales of malt liquor
                                                                                        • Figure 27: U.S. volume sales of malt liquor, 2006-11
                                                                                      • Domestic beer—flavored malt beverages
                                                                                        • Figure 28: U.S. volume sales of flavored malt beverages, 2006-11
                                                                                    • Segment Performance—Imported Beer

                                                                                      • Key point
                                                                                        • Imported beer
                                                                                          • Volume sales of imported beer
                                                                                            • Figure 29: U.S. volume sales of imported beer, 2006-11
                                                                                          • Imported beer—regular imported beer
                                                                                            • Total volume sales of regular imported beer
                                                                                              • Figure 30: U.S. volume sales of regular imported beer, 2006-11
                                                                                            • Imported beer—light imported beer
                                                                                              • Total volume sales of light imported beer
                                                                                                • Figure 31: U.S. volume sales of light imported beer, 2006-11
                                                                                            • Retail Performance

                                                                                              • On-premise and C-stores grow
                                                                                                • Figure 32: U.S. sales of beer, by retail channel, 2009 and 2011
                                                                                            • Retail Channels—On-premise

                                                                                              • Key points
                                                                                                • Crafted to order
                                                                                                  • Independent operators
                                                                                                    • Import specialists
                                                                                                      • Chain restaurants
                                                                                                        • Marketing Belgian imports
                                                                                                          • Figure 33: Total U.S. on-premise volume sales of beer, 2006-11
                                                                                                          • Figure 34: Total U.S. on-premise* dollar sales and forecast of beer, at current prices, 2006-11
                                                                                                      • Retail Channels—Off-premise

                                                                                                        • Key points
                                                                                                          • Figure 35: Total U.S. off-premise volume sales of beer, 2006-11
                                                                                                          • Figure 36: Total U.S. off-premise dollar sales and forecast of beer, at current prices, 2006-11
                                                                                                          • Figure 37: Total U.S. off-premise dollar sales of beer, by domestic and imported segments, 2006-11
                                                                                                      • Convenience Stores

                                                                                                        • Key points
                                                                                                          • C-stores dominate retail beer sales
                                                                                                            • Figure 38: U.S. sales of beer at convenience stores, 2006-11
                                                                                                          • Performance per store location
                                                                                                            • Figure 39: Convenience store channel performance per store, beer, 2011
                                                                                                          • C-store sales by beer category
                                                                                                            • Figure 40: Beer/malt beverages percentage of dollar sales and unit volume by segment, 2010
                                                                                                          • Growing C-store categories
                                                                                                            • Figure 41: Convenience store sales of beer/malt beverages per store, by segment, 2010
                                                                                                          • Beer is a C-store mainstay
                                                                                                            • Craft’s C-store growth outpaces other channels
                                                                                                              • Figure 42: Top-selling craft brands and total craft beer sales in C-stores, for the 12 months ended Nov. 28, 2010
                                                                                                            • Affluent consumers buy more of everything
                                                                                                              • Walmart debuts C-store-like format
                                                                                                                • Walmart ends Marketside concept
                                                                                                                • Other Off-premise Retail Channels

                                                                                                                  • Key points
                                                                                                                    • Beer/wine/liquor stores
                                                                                                                      • Buy-Rite Wines and Liquors
                                                                                                                        • Argonaut Wine & Liquor
                                                                                                                          • Event marketing
                                                                                                                            • Figure 43: U.S. sales of beer at beer/wine/liquor stores, 2006-11
                                                                                                                          • Supermarkets
                                                                                                                              • Figure 44: U.S. sales of beer at supermarkets, 2006-11
                                                                                                                            • Mass, drug, and dollar stores
                                                                                                                                • Figure 45: U.S. sales of beer at other stores, 2006-11
                                                                                                                              • Private label beer
                                                                                                                              • Companies and Brands

                                                                                                                                • Key points
                                                                                                                                  • Coors Light encroaches on Bud’s turf
                                                                                                                                    • A-B’s brewery upgrades
                                                                                                                                      • Multiple consumer targets
                                                                                                                                        • Crown Imports’ Mexican portfolio
                                                                                                                                          • Heineken USA broadens marketing
                                                                                                                                            • Mexican brands
                                                                                                                                              • Figure 46: U.S. beer sales of leading companies, by volume, 2009 and 2010
                                                                                                                                              • Figure 47: top selling beer brands by volume, all categories, 2009 and 2010
                                                                                                                                          • Brand Share—Domestic Light Beer

                                                                                                                                            • Key points
                                                                                                                                              • Few brands report growth
                                                                                                                                                • Bud Light
                                                                                                                                                  • The kickoff beer
                                                                                                                                                    • Imitating Coors Light?
                                                                                                                                                      • Bud Light Platinum
                                                                                                                                                        • Michelob Light
                                                                                                                                                          • Coors Light
                                                                                                                                                            • Miller Lite
                                                                                                                                                              • MGD 64
                                                                                                                                                                • Manufacturer and brand shares
                                                                                                                                                                  • Figure 48: U.S. brand sales by volume of domestic light beer, part 1, 2009 and 2010
                                                                                                                                                                  • Figure 49: U.S. brand sales by volume of domestic light beer, part 2, 2009 and 2010
                                                                                                                                                              • Brand Share—Premium Beer

                                                                                                                                                                • Key points
                                                                                                                                                                  • Will the King of Beers be dethroned?
                                                                                                                                                                    • Fighting back
                                                                                                                                                                      • Budding new cans
                                                                                                                                                                        • Miller Genuine Draft plummets 14.9%
                                                                                                                                                                          • Figure 50: Miller Genuine Draft’s New Label
                                                                                                                                                                        • Labels move into the black
                                                                                                                                                                          • Manufacturer and brand shares
                                                                                                                                                                            • Figure 51: U.S. brand sales of premium beer, by volume, 2009 and 2010
                                                                                                                                                                        • Brand Share—Popular Beer

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Blue-collar brands
                                                                                                                                                                              • Raising prices
                                                                                                                                                                                • “No name” beer
                                                                                                                                                                                  • Busch goes fishing
                                                                                                                                                                                    • Miller High Life’s “common man”
                                                                                                                                                                                      • Veterans’ entertainment
                                                                                                                                                                                        • Miller pays the “everyday man’s” taxes
                                                                                                                                                                                          • Other MillerCoors brands
                                                                                                                                                                                            • Pabst Blue Ribbon rallies
                                                                                                                                                                                              • Additional Pabst labels
                                                                                                                                                                                                • Manufacturer and brand shares
                                                                                                                                                                                                  • Figure 52: U.S. brand sales of popular beer, by volume, 2009 and 2010
                                                                                                                                                                                              • Brand Share—Super-premium and Craft Beer

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • A fragmented market
                                                                                                                                                                                                    • Yuengling
                                                                                                                                                                                                      • Harvest beer
                                                                                                                                                                                                        • Blue Moon
                                                                                                                                                                                                          • Samuel Adams
                                                                                                                                                                                                            • A-B InBev Brands
                                                                                                                                                                                                              • Other successful labels
                                                                                                                                                                                                                • Manufacturer and brand shares
                                                                                                                                                                                                                  • Figure 53: U.S. brand sales of super-premium and craft beer, by volume, part 1, 2009 and 2010
                                                                                                                                                                                                                  • Figure 54: U.S. brand sales of super-premium and craft beer, by volume, part 2, 2009 and 2010
                                                                                                                                                                                                              • Brand Share—Ice beer

                                                                                                                                                                                                                • Key point
                                                                                                                                                                                                                  • Most ice beer brands flat or declined in 2010
                                                                                                                                                                                                                    • Manufacturer and brand shares
                                                                                                                                                                                                                      • Figure 55: U.S. brand sales of ice beer, by volume, 2009 and 2010
                                                                                                                                                                                                                  • Brand Share—Malt Liquor

                                                                                                                                                                                                                    • Key point
                                                                                                                                                                                                                      • A bad rap
                                                                                                                                                                                                                        • Encouraging young drinkers
                                                                                                                                                                                                                          • Manufacturer and brand shares
                                                                                                                                                                                                                            • Figure 56: U.S. brand sales of malt liquor, by volume, 2009 and 2010
                                                                                                                                                                                                                        • Brand Share—Flavored Malt Beverages

                                                                                                                                                                                                                          • Key point
                                                                                                                                                                                                                            • Mike’s is no lemon
                                                                                                                                                                                                                              • Aggressive marketing
                                                                                                                                                                                                                                • Tilting alcohol content
                                                                                                                                                                                                                                  • Manufacturer and brand shares
                                                                                                                                                                                                                                    • Figure 57: U.S. brand sales of flavored malt beverages, by volume, 2009 and 2010
                                                                                                                                                                                                                                • Brand Share—Regular Imported Beer

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Imports diversify
                                                                                                                                                                                                                                      • Mexican brands dominate
                                                                                                                                                                                                                                        • Crown Imports
                                                                                                                                                                                                                                          • Heineken USA
                                                                                                                                                                                                                                            • European brands
                                                                                                                                                                                                                                              • Heineken
                                                                                                                                                                                                                                                • Stella Artois
                                                                                                                                                                                                                                                  • Guinness
                                                                                                                                                                                                                                                    • Imported craft beer
                                                                                                                                                                                                                                                      • Manufacturer and brand shares
                                                                                                                                                                                                                                                        • Figure 58: U.S. brand sales of regular imported beer, by volume, part 1, 2009 and 2010
                                                                                                                                                                                                                                                        • Figure 59: U.S. brand sales of regular imported beer, by volume, part 2, 2009 and 2010
                                                                                                                                                                                                                                                    • Brand Share—Light Imported Beer

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Core brands’ stepchildren
                                                                                                                                                                                                                                                          • Corona Light
                                                                                                                                                                                                                                                            • Heineken USA
                                                                                                                                                                                                                                                              • Labatt Blue Light
                                                                                                                                                                                                                                                                • Manufacturer and brand shares
                                                                                                                                                                                                                                                                  • Figure 60: U.S. brand sales of light imported beer, by volume, 2009 and 2010
                                                                                                                                                                                                                                                              • Innovations and Innovators

                                                                                                                                                                                                                                                                • “Green” packaging tops 2011 claims
                                                                                                                                                                                                                                                                  • Walmart’s mandate
                                                                                                                                                                                                                                                                    • Influencing consumers
                                                                                                                                                                                                                                                                      • Figure 61: Top 10 claims in new beer products in the U.S., 2006-11**
                                                                                                                                                                                                                                                                    • The pilgrims, food, and beer pairings
                                                                                                                                                                                                                                                                      • Beer and turkey
                                                                                                                                                                                                                                                                        • Packaging innovation: Bud versus Coors Light
                                                                                                                                                                                                                                                                          • Marketing and promotion through packaging
                                                                                                                                                                                                                                                                            • Miller Lite contests
                                                                                                                                                                                                                                                                              • Seasonal beer
                                                                                                                                                                                                                                                                                • Warm weather beer
                                                                                                                                                                                                                                                                                  • Limited-edition beer
                                                                                                                                                                                                                                                                                    • Few organics are introduced
                                                                                                                                                                                                                                                                                      • Growing and procuring organic ingredients
                                                                                                                                                                                                                                                                                        • Seasonal suppliers
                                                                                                                                                                                                                                                                                        • Marketing Strategies

                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                            • Beer ads need better content
                                                                                                                                                                                                                                                                                              • MillerCoors’ CEO speaks out
                                                                                                                                                                                                                                                                                                • Ads are irrelevant
                                                                                                                                                                                                                                                                                                  • Figure 62: Advertising Expenditures by beverage alcohol segment, 2006-2010
                                                                                                                                                                                                                                                                                                  • Figure 63: Beer Advertising By Media, 2009 vs. 2010
                                                                                                                                                                                                                                                                                                  • Figure 64: Advertising Expenditures by top 10 brewers, 2009-10
                                                                                                                                                                                                                                                                                                • Bigger budgets
                                                                                                                                                                                                                                                                                                  • Advertising and marketing, by company
                                                                                                                                                                                                                                                                                                    • Bud Light Lime
                                                                                                                                                                                                                                                                                                      • Figure 65: Bud Light Lime, Looking for a Twist, national cable, 2011
                                                                                                                                                                                                                                                                                                    • Bud Light
                                                                                                                                                                                                                                                                                                      • Budweiser Select
                                                                                                                                                                                                                                                                                                        • Figure 66: Budweiser Select, The Beer, regional, 2011
                                                                                                                                                                                                                                                                                                      • Busch Light
                                                                                                                                                                                                                                                                                                        • Figure 67: Busch Light, Perfect Chill, regional, 2011
                                                                                                                                                                                                                                                                                                      • Coors Light
                                                                                                                                                                                                                                                                                                        • Figure 68: Coors Light, Cold Activated, network TV, 2011
                                                                                                                                                                                                                                                                                                      • Coors Light’s Silver Bullet rides the rails
                                                                                                                                                                                                                                                                                                        • Figure 69: Coors’ Mass Transit Ad, 2011
                                                                                                                                                                                                                                                                                                      • Miller High Life
                                                                                                                                                                                                                                                                                                        • Veterans’ entertainment
                                                                                                                                                                                                                                                                                                          • Figure 70: Miller High Life icon Windell Middlebrooks
                                                                                                                                                                                                                                                                                                        • Miller pays the “everyday man’s” taxes
                                                                                                                                                                                                                                                                                                          • Blue Moon
                                                                                                                                                                                                                                                                                                            • Figure 71: Blue Moon, The Art of Beer is Reality, national cable, 2011
                                                                                                                                                                                                                                                                                                          • Heineken Light
                                                                                                                                                                                                                                                                                                            • Samuel Adams
                                                                                                                                                                                                                                                                                                              • Dos Equis
                                                                                                                                                                                                                                                                                                                • Newcastle Ale
                                                                                                                                                                                                                                                                                                                  • Abita
                                                                                                                                                                                                                                                                                                                    • Figure 72: Abita, Prismatic Enjoyment, regional, 2011
                                                                                                                                                                                                                                                                                                                • The Rise of Craft Beer—Special Supplement

                                                                                                                                                                                                                                                                                                                    • Little-known brands drive craft
                                                                                                                                                                                                                                                                                                                      • Figure 73: Attitudes toward craft beer among craft beer drinkers, by gender, August 2011
                                                                                                                                                                                                                                                                                                                    • Locally produced
                                                                                                                                                                                                                                                                                                                      • The four seasons
                                                                                                                                                                                                                                                                                                                        • Attractive demographics
                                                                                                                                                                                                                                                                                                                          • Figure 74: Attitudes toward craft beer among craft beer drinkers, by age, August 2011
                                                                                                                                                                                                                                                                                                                          • Figure 75: Attitudes toward craft beer among craft beer drinkers, by household income, August 2011
                                                                                                                                                                                                                                                                                                                        • Food pairings
                                                                                                                                                                                                                                                                                                                          • The gastro pub
                                                                                                                                                                                                                                                                                                                            • Casual dining
                                                                                                                                                                                                                                                                                                                              • Beer education
                                                                                                                                                                                                                                                                                                                                  • Figure 76: Attitudes toward craft beer among all beer drinkers, by gender, August 2011
                                                                                                                                                                                                                                                                                                                                • Brand fragmentation
                                                                                                                                                                                                                                                                                                                                  • SKU management
                                                                                                                                                                                                                                                                                                                                    • Craft beer’s future
                                                                                                                                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                                                                                      • Anheuser Busch-InBev
                                                                                                                                                                                                                                                                                                                                      • Bacardi U.S.A. Inc.
                                                                                                                                                                                                                                                                                                                                      • D.G. Yuengling & Son, Inc.
                                                                                                                                                                                                                                                                                                                                      • Diageo Plc
                                                                                                                                                                                                                                                                                                                                      • Grupo Modelo S.A. de C.V.
                                                                                                                                                                                                                                                                                                                                      • Heineken USA Inc.
                                                                                                                                                                                                                                                                                                                                      • Kirin Brewery of America
                                                                                                                                                                                                                                                                                                                                      • Labatt USA
                                                                                                                                                                                                                                                                                                                                      • Mark Anthony Brands
                                                                                                                                                                                                                                                                                                                                      • Miller Brewing Company (USA)
                                                                                                                                                                                                                                                                                                                                      • MillerCoors LLC
                                                                                                                                                                                                                                                                                                                                      • Pabst Brewing Company
                                                                                                                                                                                                                                                                                                                                      • Redhook Ale Brewery Inc.
                                                                                                                                                                                                                                                                                                                                      • Sierra Nevada Brewing Company
                                                                                                                                                                                                                                                                                                                                      • The Boston Beer Company Inc.

                                                                                                                                                                                                                                                                                                                                      Beer: The Market - US - December 2011

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