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Beer - US - December 2012

“Domestic and imported beer brands continue to dominate the U.S. beer market despite a tumultuous beer period brought on by the economic downturn. While some beer segments have adapted to appeal to consumers throughout the recession, the overall beer market has declined since 2008. In addition, some consumers exchanged loyalty for consumption across beer and alcohol categories, while another portion of adults are cutting back on alcohol overall. To identify the best strategies for growth, brewers need to analyze the strengths of each of their brands and consider adopting new marketing, product innovations, and price point adjustments. New brand introductions also need to be wary of a beer industry that offers thousands of options to experimental consumers.”

– Jennifer Zegler, Beverage Analyst

Some questions answered in this report include:

  • What can continue to drive sales of flagship beer brands?
  • How can imported beer brands recapture momentum?
  • What tactics should be leveraged to encourage trial of new products?

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Table of contents

  1. Scope and Themes

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

                      • Overview
                        • The market
                          • Dollar sales stay steady while beer volume fluctuates
                            • Figure 1: Total U.S. retail sales and fan chart forecast of U.S. beer market, at current prices, 2007-17
                          • Market factors
                            • Wine and spirits also attract curious alcohol drinkers
                              • Consumers are cutting back on beer in the name of health
                                • Figure 2: Top five attitudes and behaviors for reducing personal beer consumption, July 2012
                              • Beer needs to encourage loyalty among growing population segments
                                • Retail channels
                                  • Recession-shocked consumers prefer to drink beer at home
                                    • Figure 3: Total U.S. volume and dollar sales of beer, by location, 2012
                                  • Key players
                                    • Despite declines, most major brewers stick with packaging, marketing ploys
                                      • Figure 4: Market share of top five beer suppliers, by volume, 2011
                                    • The consumer
                                      • Dropping volumes do not keep domestic beer from top preference slot
                                        • Figure 5: Incidence and frequency of any personal beer consumption, by type of beer, July 2012
                                      • Women interested in low-calorie, affordable beer options
                                        • Figure 6: Important attributes when selecting beer, by gender, July 2012
                                      • Imported beer more likely to be an occasional beer selection
                                        • Figure 7: Incidence and frequency of beer consumption, by beer type, July 2012
                                      • Hispanics more likely to choose beers due to recommendations from peers
                                        • Figure 8: Beer drinking attitudes and behaviors on discovery and peers, by Hispanic origin, July 2012
                                      • What we think
                                      • Issues in the Market

                                          • What can continue to drive sales of flagship beer brands?
                                            • How can imported beer brands recapture momentum?
                                              • What tactics should be leveraged to encourage trial of new products?
                                              • Insights and Opportunities

                                                • Reposition domestic beer as premium with high-end innovations
                                                  • Imported beer should take a cue from wine and go casual
                                                    • Address calorie concerns with up-front labeling
                                                      • Bring on-premise experience home with gift packs
                                                      • Trend Applications

                                                          • Trend: Patriot Games
                                                            • Trend: Secret, Secret
                                                              • 2015 Trend: Brand Intervention
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Dollar sales performance masks volume dilemmas
                                                                    • Craft-beer-inspired innovations leading industry’s rebound
                                                                      • Sales and forecast of U.S. beer market
                                                                        • Figure 9: Total U.S. unit sales and forecast of U.S. beer market, in 000 2.25-gallon cases, 2007-17
                                                                        • Figure 10: Total U.S. retail sales and forecast of U.S. beer market, at current prices, 2007-17
                                                                        • Figure 11: Total U.S. retail sales and forecast of U.S. beer market, at inflation-adjusted prices, 2007-17
                                                                      • Fan chart forecast
                                                                          • Figure 12: Total U.S. unit sales fan chart forecast of U.S. beer market, in 000 2.25-gallon cases, 2007-17
                                                                          • Figure 13: Total U.S. retail sales and fan chart forecast of U.S. beer market, at current prices, 2007-17
                                                                      • Market Drivers

                                                                        • Key points
                                                                          • Entire Millennial generation will be of legal drinking age in 2015
                                                                            • Figure 14: Population, by generation, 2012
                                                                          • Growth in Hispanic, Asian populations could buoy up beer performance
                                                                            • Figure 15: Population, by race and Hispanic origin, 2007-17
                                                                            • Figure 16: Hispanic population aged 21 or older, by age, 2007-17
                                                                            • Figure 17: Asian population aged 21 or older, by age, 2007-17
                                                                          • Beer faces stiff competition from wine and spirits
                                                                            • Figure 18: Type of white spirits and RTDs consumed in the past six months, by gender and age, July 2012
                                                                            • Figure 19: Consumption of dark spirits, by type, by gender and age, May 2012
                                                                            • Figure 20: Frequency of wine consumption, by type, by age, June 2012
                                                                          • Health concerns driving consumers away from alcohol
                                                                            • Figure 21: Obesity, by age group, 2008 vs. 2012
                                                                        • Competitive Context

                                                                          • Key points
                                                                            • Wine poses biggest threat to beer
                                                                              • Spirits’ variety captures consumers
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Volume declines plague beer, while dollar sales show annual growth
                                                                                    • Domestic unable to crack the code while imported rebounds
                                                                                      • Sales and forecast of U.S. beer market, by segment
                                                                                        • Figure 22: Sales of U.S. beer market in 000 2.25-gallon cases, by type, 2007 and 2012
                                                                                      • Warm weather fuels beer sales, seasonals could heat up cold periods
                                                                                        • Figure 23: Beer sales by month, share of total, 2010-11
                                                                                        • Figure 24: Beer drinking attitudes and behaviors, Seasonal beer, July 2012
                                                                                    • Segment Performance – Domestic Beer

                                                                                      • Key points
                                                                                        • Domestic beer market finding its way back to positive volumes
                                                                                          • Sales and forecast of domestic beer
                                                                                            • Figure 25: Sales and forecast of domestic beer, at current prices, 2007-17
                                                                                          • Domestic’s subsegments provide landscape for growth
                                                                                            • Figure 26: Total U.S. volume sales of domestic beer, by sub-segment, 2007-12
                                                                                          • Annual declines do not prevent light beer from retaining its top spot
                                                                                            • Figure 27: Usage—Light/Low-calorie beer, April 2007-June 2012
                                                                                            • Figure 28: Mean usage—Light/Low-calorie beer, April 2007-June 2012
                                                                                          • Light domestic beer appeals to men, but also should target women
                                                                                            • Figure 29: Usage—Light/Low-calorie beer, by gender and age, April 2011-June 2012
                                                                                          • Premium and popular beer brands take a hit, while ice beer avoids slips
                                                                                            • Figure 30: Usage—Regular domestic beer, April 2007-June 2012
                                                                                            • Figure 31: Mean usage—Regular domestic beer, April 2007-June 2012
                                                                                          • Super-premium, craft, and FMBs lead domestic beer’s growth
                                                                                            • Figure 32: Consumption of beer, by category, in 000 2.25-gallon cases, 2010-11
                                                                                          • Small, but steady usage not enough to bolster malt liquor
                                                                                            • Figure 33: Usage—Malt liquor, April 2007-June 2012
                                                                                            • Figure 34: Mean usage—Malt liquor, April 2007-June 2012
                                                                                        • Segment Performance – Imported Beer

                                                                                          • Key points
                                                                                            • Imported beer slowly recapturing momentum
                                                                                              • Sales and forecast of imported beer
                                                                                                • Figure 35: Sales and forecast of imported beer, at current prices, 2007-17
                                                                                              • New brands, variety could help attain pre-recession consumption levels
                                                                                                • Figure 36: Mean usage—Imported beer, April 2007-June 2012
                                                                                              • Light imported beer provides an opportunity for growth
                                                                                                • Figure 37: Total U.S. volume sales of imported beer, by type, 2007-12
                                                                                                • Figure 38: Usage—Imported beer, by gender and age, April 2011-June 2012
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Consumers remain shut-ins as on-premise volume continues to fall
                                                                                                  • Off-premise dollar sales spiral upward while volume sales decrease
                                                                                                    • Figure 39: Total U.S. volume sales of beer, by location, 2007-12
                                                                                                    • Figure 40: Total U.S. dollar sales of beer, by location, 2007-12
                                                                                                  • Alcohol prices increased faster on-premise than off-premise
                                                                                                  • Retail Channels – On-premise

                                                                                                    • Key points
                                                                                                      • On-premise volume sales slow free-fall reported since start of downturn
                                                                                                        • Premium options help stabilize beer mentions on menus
                                                                                                          • Figure 41: Top menu item claim for beer in buffets, chain restaurants, independents, non-commercial locations, top 100 chain restaurants, and top chefs, Q3 2012
                                                                                                        • Casual dining outlets showcase the power of beer spotlight
                                                                                                          • Figure 42: Domestic beer by restaurant segment in buffets, chain restaurants, independents, non-commercial locations, top 100 chain restaurants, and top chefs, Q3 2012
                                                                                                        • Education, selection help to encourage on-premise beer sales
                                                                                                        • Retail Channels – Off-premise

                                                                                                          • Key points
                                                                                                            • Beer dollar sales led by convenience stores
                                                                                                              • Figure 43: Total U.S. retail (off-premise) dollar sales of beer, by channel, 2007-12
                                                                                                            • Convenience stores remain a top choice for beer buyers
                                                                                                              • Figure 44: Total U.S. convenience store dollar sales of beer, 2007-12
                                                                                                            • Selection fuels liquor/package store, supermarket sales
                                                                                                              • Figure 45: Total U.S. liquor/package store sales of beer, 2007-12
                                                                                                              • Figure 46: Total U.S. supermarket dollar sales of beer, 2007-12
                                                                                                            • Natural channel sales show emphasis on brand narratives
                                                                                                              • Figure 47: Natural supermarket sales of beer, at current prices, 2010-12*
                                                                                                            • Imported beer outsells domestic in natural channel
                                                                                                              • Figure 48: Natural supermarket sales of beer, at inflation-adjusted prices, 2010-12*
                                                                                                            • Supermarket, liquor stores are consumer-favored beer retailers
                                                                                                              • Figure 49: Retail channel preferences, by type of beer, July 2012
                                                                                                            • High-income domestic beer buyers embrace club stores
                                                                                                              • Figure 50: Retail channel preferences for domestic beer, by household income, July 2012
                                                                                                            • Specialty beverage shops attract high-income imported beer shoppers
                                                                                                              • Figure 51: Retail channel preferences for imported beer, by household income, July 2012
                                                                                                            • Selection, price most influential for beer purchases across retailers
                                                                                                              • Figure 52: Beer purchase attitudes and behavior, by type of beer, July 2012
                                                                                                            • Northeastern beer buyers like selection, Midwest goes for promotions
                                                                                                              • Figure 53: Beer purchase attitudes and behavior, by region, July 2012
                                                                                                          • Leading Companies

                                                                                                            • Key points
                                                                                                              • A-B InBev reasserts U.S. dominance with Bud Light branded innovations
                                                                                                                • Tenth and Blake helps MillerCoors remain profitable
                                                                                                                  • Crown Imports grows volume through marketing, new brands
                                                                                                                    • Dos Equis leads Heineken’s U.S. performance, inspires strategy
                                                                                                                      • Manufacturer shipments of U.S. beer market
                                                                                                                        • Figure 54: Total beer market shipments by supplier, in 000 2.25-gallon cases, 2006-11
                                                                                                                    • Brand Share – Domestic Beer

                                                                                                                      • Key points
                                                                                                                        • Domestic light beer dominates U.S. beer market in sales, preferences
                                                                                                                          • Figure 55: Light/Low-calorie beer (cans or bottles), by gender and age, April 2011-June 2012
                                                                                                                          • Figure 56: Top 20 beer brands, in 000 2.25-gallon cases, 2010 and 2011
                                                                                                                        • Bud Light rolls out line extensions, MillerCoors plays with packaging
                                                                                                                          • Coors, Pabst Blue Ribbon show gains in regular domestic beer segment
                                                                                                                            • Figure 57: Usage—Regular domestic beer, April 2007-June 2012
                                                                                                                          • To reverse sales declines, A-B InBev invests in Budweiser
                                                                                                                            • Yuengling captures volume growth with distribution expansion
                                                                                                                              • Malt liquor shipments fall as consumption continues to decline
                                                                                                                                • Figure 58: Leading brands of malt liquor, in 000 2.25-gallon cases, 2010 and 2011
                                                                                                                              • Cocktail inspiration helps flavored malt beverages grow
                                                                                                                                • Figure 59: Leading flavored malt beverage brands, in 000 2.25-gallon cases, 2010 and 2011
                                                                                                                            • Brand Share – Imported Beer

                                                                                                                              • Key points
                                                                                                                                • Consumer curiosity helps imported beer rebound from recession
                                                                                                                                  • Figure 60: Leading imported beer brands, in 000 2.25-gallon cases, 2010 and 2011
                                                                                                                                  • Figure 61: Usage—Imported beer, April 2007-June 2012
                                                                                                                                • Crown Imports aims to make Modelo Especial more “interesting”
                                                                                                                                  • Figure 62: Modelo Especial, television ad, 2012
                                                                                                                                • Dos Equis updates packaging to continue upward trajectory
                                                                                                                                  • Heineken, Stella Artois go classy in order to gain drinkers
                                                                                                                                    • Newcastle embodies “No Bollocks” motto with heritage ad campaign
                                                                                                                                      • Figure 63: Newcastle Brown Ale, television ad, 2012
                                                                                                                                  • Innovations and Innovators

                                                                                                                                    • Line extensions provide innovation without reintroduction
                                                                                                                                      • Packaging changes dominate domestic product releases
                                                                                                                                        • Imported beers seek consumer connection through limited-edition beers
                                                                                                                                          • Variety packs target curious, but cautious, beer drinkers
                                                                                                                                          • Marketing Strategies

                                                                                                                                            • Overview of the U.S. beer market
                                                                                                                                              • Brand analysis: Budweiser
                                                                                                                                                • Online initiatives
                                                                                                                                                  • TV presence
                                                                                                                                                    • Figure 64: Budweiser, television ad, 2012
                                                                                                                                                  • Print and other
                                                                                                                                                    • Brand analysis: Miller Lite
                                                                                                                                                      • Online initiatives
                                                                                                                                                        • TV presence
                                                                                                                                                          • Figure 65: Miller Lite, television ad, 2012
                                                                                                                                                        • Print and other
                                                                                                                                                          • Brand analysis: Heineken
                                                                                                                                                            • Online initiatives
                                                                                                                                                              • TV presence
                                                                                                                                                                • Figure 66: Heineken, television ad, 2012
                                                                                                                                                              • Brand analysis: Corona Light
                                                                                                                                                                • Online initiatives
                                                                                                                                                                  • TV presence
                                                                                                                                                                    • Figure 67: Corona Light, television ad, 2012
                                                                                                                                                                • Social Media – Beer

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Key social media metrics
                                                                                                                                                                      • Figure 68: Key performance indicators
                                                                                                                                                                    • Market overview
                                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                                          • Figure 69: Brand usage and awareness of beer brands, November 2012
                                                                                                                                                                        • Brand satisfaction
                                                                                                                                                                          • Figure 70: Levels of satisfaction with selected beer brands, November 2012
                                                                                                                                                                        • Interaction with beer brands
                                                                                                                                                                            • Figure 71: Interaction with beer brands, November 2012
                                                                                                                                                                          • Motivations for interacting with beer brands
                                                                                                                                                                              • Figure 72: Why people interact with beer brands, November 2012
                                                                                                                                                                            • Online conversations
                                                                                                                                                                              • Figure 73: Average number of mentions of selected beer brands, by day, Sept. 19-Nov. 19, 2012
                                                                                                                                                                              • Figure 74: Percentage of online consumer conversation, by selected beer brands, Sept. 19-Nov. 19, 2012
                                                                                                                                                                              • Figure 75: Trends in online mentions of selected beer brands, by week, Sept. 19-Nov. 19, 2012,
                                                                                                                                                                            • Where people are talking about beer?
                                                                                                                                                                              • Figure 76: Online mentions of selected beer brands, by page type, Sept. 19-Nov. 19, 2012
                                                                                                                                                                            • What are people talking about?
                                                                                                                                                                                • Figure 77: Online mentions by types of conversations concerning selected beer brands, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                • Figure 78: Types of online conversation regarding selected beer brands, by day, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                • Figure 79: Types of online conversations regarding selected beer brands, by type of website, Sept. 19-Nov. 19, 2012
                                                                                                                                                                              • Analysis by brand
                                                                                                                                                                                • Brand analysis: Bud Light
                                                                                                                                                                                  • Figure 80: Bud Light—key social media indicators, as of Nov. 26, 2012
                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Brand analysis: Corona
                                                                                                                                                                                      • Figure 81: Corona—key social media indicators, as of Nov. 26, 2012
                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                      • What we think
                                                                                                                                                                                        • Brand analysis: Heineken
                                                                                                                                                                                          • Figure 82: Heineken—key social media indicators, as of Nov. 26, 2012
                                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Brand analysis: Coors Light
                                                                                                                                                                                              • Figure 83: Coors Light—key social media indicators, as of Nov. 13, 2012
                                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                                              • What we think
                                                                                                                                                                                                • Brand analysis: Miller Lite
                                                                                                                                                                                                  • Figure 84: Miller Lite—key social media indicators, as of Nov. 13, 2012
                                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                                  • What we think
                                                                                                                                                                                                    • Brand analysis: Dos Equis
                                                                                                                                                                                                      • Figure 85: Dos Equis—key social media indicators, as of Nov. 13, 2012
                                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                                      • What we think
                                                                                                                                                                                                      • The Consumer – Beer Usage, Types, and Preferences

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Despite volume declines, domestic retains spot as top beer choice
                                                                                                                                                                                                              • Figure 86: Incidence and frequency of personal beer consumption, by type of beer, July 2012
                                                                                                                                                                                                            • Craft beer gaining more consumption occasions
                                                                                                                                                                                                                • Figure 87: Alterations in beer consumption habits, by type of beer, July 2012
                                                                                                                                                                                                              • Health, expense the main reasons for cutting back on beer
                                                                                                                                                                                                                  • Figure 88: Attitudes and behaviors explaining a reduction in personal beer consumption, July 2012
                                                                                                                                                                                                                • Beer drinkers earning $75K-99.9K choose options from across segments
                                                                                                                                                                                                                    • Figure 89: Volume consumption of beer, by type of beer, by household income, July 2012
                                                                                                                                                                                                                  • Millennials most likely to drink a variety of beer types
                                                                                                                                                                                                                      • Figure 90: Incidence and frequency of any beer consumption, by type of beer, by generation, July 2012
                                                                                                                                                                                                                    • Beer discovery important to younger, mostly male, drinkers
                                                                                                                                                                                                                        • Figure 91: Beer drinking attitudes and behaviors, by gender and age, July 2012
                                                                                                                                                                                                                      • Women most interested in price, lighter beer options
                                                                                                                                                                                                                          • Figure 92: Important attributes when selecting beer, by gender, July 2012
                                                                                                                                                                                                                      • The Consumer – Domestic Beer Usage and Preferences

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Domestic beer has most universal appeal among 21+ consumers
                                                                                                                                                                                                                              • Figure 93: Incidence and frequency of domestic beer consumption, by gender and age, July 2012
                                                                                                                                                                                                                            • Middle-aged consumers are highest-volume domestic drinkers
                                                                                                                                                                                                                              • Figure 94: Volume consumption of domestic beer, by age, July 2012
                                                                                                                                                                                                                            • Midwesterners most frequent and highest-volume domestic drinkers
                                                                                                                                                                                                                                • Figure 95: Incidence and frequency of domestic beer consumption, by region, July 2012
                                                                                                                                                                                                                                • Figure 96: Volume consumption of domestic beer, by region, July 2012
                                                                                                                                                                                                                              • Young women give domestic beer high points for light options
                                                                                                                                                                                                                                  • Figure 97: Attitude and behaviors toward domestic beer, by gender and age, July 2012
                                                                                                                                                                                                                                • Women drink domestic light beer in social situations
                                                                                                                                                                                                                                    • Figure 98: Domestic beer consumption occasion and location, by gender and age, July 2012
                                                                                                                                                                                                                                  • Most domestic drinkers are not picky about brands, types
                                                                                                                                                                                                                                      • Figure 99: Domestic beer drinking attitudes and behaviors, July 2012
                                                                                                                                                                                                                                    • Middle-aged men prefer craft’s taste, but see domestic as a better value
                                                                                                                                                                                                                                      • Figure 100: Attitudes toward taste and value, domestic vs. craft beer, by gender and age, July 2012
                                                                                                                                                                                                                                    • Millennials show preference for taste of craft beer
                                                                                                                                                                                                                                      • Figure 101: Attitudes toward taste and value, domestic vs. craft beer, by generation, July 2012
                                                                                                                                                                                                                                    • Domestic beer loses to imported beer among Millennials, Generation X
                                                                                                                                                                                                                                      • Figure 102: Attitudes toward taste and value, domestic vs. imported beer, by generation, July 2012
                                                                                                                                                                                                                                  • The Consumer – Imported Beer Usage and Preferences

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Consumers work imported beer into drinking rotation
                                                                                                                                                                                                                                        • Figure 103: Incidence and frequency of imported beer consumption, by gender and age, July 2012
                                                                                                                                                                                                                                      • Nearly a majority of drinkers drink one to four imported beers
                                                                                                                                                                                                                                        • Figure 104: Volume consumption of imported beer, by age, July 2012
                                                                                                                                                                                                                                      • Coastal Americans keen on beers from abroad
                                                                                                                                                                                                                                        • Figure 105: Incidence and frequency of imported beer consumption, by region, July 2012
                                                                                                                                                                                                                                        • Figure 106: Volume consumption of imported beer, by region, July 2012
                                                                                                                                                                                                                                      • Young men most opinionated about imported beer
                                                                                                                                                                                                                                          • Figure 107: Attitudes and behaviors toward imported beer, by gender and age, July 2012
                                                                                                                                                                                                                                        • Young women most apt to drink imported beer while socializing
                                                                                                                                                                                                                                          • Figure 108: Imported beer consumption occasion and location, by gender and age, July 2012
                                                                                                                                                                                                                                        • Imported beer drinkers curious about new releases
                                                                                                                                                                                                                                            • Figure 109: Imported beer drinking attitudes and behaviors, July 2012
                                                                                                                                                                                                                                          • Generation X prefers taste of craft to imported, both similar in value
                                                                                                                                                                                                                                            • Figure 110: Attitudes toward taste and value, imported vs. craft beer, by generation, July 2012
                                                                                                                                                                                                                                        • The Consumer – Malt Liquor Usage and Preferences

                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                            • Malt liquor least frequently consumed among all beer segments
                                                                                                                                                                                                                                              • Figure 111: Incidence and frequency of malt liquor/malt beverage consumption, by gender, July 2012
                                                                                                                                                                                                                                            • Millennials’ cross-segment consumption includes malt liquor brands
                                                                                                                                                                                                                                                • Figure 112: Incidence and frequency of malt liquor/malt beverage consumption, by generation, July 2012
                                                                                                                                                                                                                                              • Taste, price important to malt liquor drinkers
                                                                                                                                                                                                                                                  • Figure 113: Important attributes when selecting malt liquor/malt beverages, July 2012
                                                                                                                                                                                                                                                • Malt liquor drinkers concerned about food pairings, freshness
                                                                                                                                                                                                                                                    • Figure 114: Malt liquor/malt beverage beer drinking attitudes and behaviors, July 2012
                                                                                                                                                                                                                                                • Race and Hispanic Origin – Usage and Purchase

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Hispanics, Asians report highest frequencies of beer consumption
                                                                                                                                                                                                                                                      • Figure 115: Incidence of any beer consumption, by type of beer, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                                    • Hispanics turn to domestic brands more often than imported beer
                                                                                                                                                                                                                                                      • Figure 116: Incidence and frequency of domestic beer consumption by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                                      • Figure 117: Incidence and frequency of imported beer consumption, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                                    • Bud Light finds niche with non-white consumers
                                                                                                                                                                                                                                                      • Figure 118: Light/Low-calorie beer (cans or bottles), by race/Hispanic origin, April 2011-June 2012
                                                                                                                                                                                                                                                      • Figure 119: Light/Low-calorie beer (cans or bottles), by Hispanic origin and age, April 2011-June 2012
                                                                                                                                                                                                                                                    • Supermarkets, liquor stores rank as most popular beer retailers
                                                                                                                                                                                                                                                      • Figure 120: Retail channel preferences, by type of beer, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                                    • Hispanics show varying retail channel preferences by beer segment
                                                                                                                                                                                                                                                      • Figure 121: Retail channel preferences, by domestic beer, by Hispanic origin, July 2012
                                                                                                                                                                                                                                                      • Figure 122: Retail channel preferences, by imported beer, by Hispanic origin, July 2012
                                                                                                                                                                                                                                                    • On-premise consumption less likely among minority consumers
                                                                                                                                                                                                                                                      • Figure 123: Beer consumption location, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                                    • Hispanics increasing consumption of imported, domestic beer
                                                                                                                                                                                                                                                      • Figure 124: Alterations in imported beer consumption habits, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                                      • Figure 125: Alterations in domestic beer consumption habits, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                                  • Race and Hispanic Origin – Attitudes and Behaviors

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Health a key concern for Hispanic beer drinkers
                                                                                                                                                                                                                                                        • Figure 126: Attitudes and behaviors for a reduction in beer consumption, by Hispanic origin, July 2012
                                                                                                                                                                                                                                                      • Taste, brand, price connect with Hispanic consumers
                                                                                                                                                                                                                                                        • Figure 127: Important attributes when selecting beer, by Hispanic origin, July 2012
                                                                                                                                                                                                                                                      • Calories, patriotism inspire domestic beer purchases
                                                                                                                                                                                                                                                        • Figure 128: Attitudes and behaviors toward domestic beer, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                                      • Hispanics concerned about price of imports, despite taste preference
                                                                                                                                                                                                                                                        • Figure 129: Attitudes and behaviors toward imported beer, by race/Hispanic origin, July 2012
                                                                                                                                                                                                                                                      • Peers a strong influence on Hispanic beer choices
                                                                                                                                                                                                                                                        • Figure 130: Beer drinking attitudes and behaviors on discovery and peers, by Hispanic origin, July 2012
                                                                                                                                                                                                                                                      • Hispanics split on beer’s match with food
                                                                                                                                                                                                                                                        • Figure 131: Beer drinking attitudes and behaviors on food pairing, by Hispanic origin, July 2012
                                                                                                                                                                                                                                                    • Special Supplement – Hard Cider Makes a Comeback

                                                                                                                                                                                                                                                        • Cider’s recent boom
                                                                                                                                                                                                                                                          • Hard cider has potential for further U.S. growth
                                                                                                                                                                                                                                                            • Companies and brands
                                                                                                                                                                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                              • Beer usage, types, and preferences
                                                                                                                                                                                                                                                                • Figure 132: Incidence and frequency of personal beer consumption, by type of beer, by gender, July 2012
                                                                                                                                                                                                                                                                • Figure 133: Incidence and frequency of any personal beer consumption, by generation, July 2012
                                                                                                                                                                                                                                                                • Figure 134: Volume consumption of beer, by type of beer, July 2012
                                                                                                                                                                                                                                                                • Figure 135: Volume consumption of beer, by type of beer, by Hispanic origin, July 2012
                                                                                                                                                                                                                                                                • Figure 136: Volume consumption of beer, by type of beer, by race and Hispanic origin, July 2012
                                                                                                                                                                                                                                                              • Attitudes and behaviors toward beer
                                                                                                                                                                                                                                                                • Figure 137: Beer drinking attitudes and behaviors, by generation, July 2012
                                                                                                                                                                                                                                                                • Figure 138: Important attributes when selecting beer, by generation, July 2012
                                                                                                                                                                                                                                                                • Figure 139: Important attributes when selecting beer for personal consumption, by type of beer, July 2012
                                                                                                                                                                                                                                                              • Retail preferences
                                                                                                                                                                                                                                                                • Figure 140: Retail channel preferences, by any beer, by generation, July 2012
                                                                                                                                                                                                                                                                • Figure 141: Beer purchase attitudes and behaviors, by generation, July 2012,
                                                                                                                                                                                                                                                              • Beer consumption occasions and locations
                                                                                                                                                                                                                                                                • Figure 142: Beer consumption occasions and locations by type of beer, July 2012
                                                                                                                                                                                                                                                                • Figure 143: Beer consumption occasions and locations by any beer, by generation, July 2012
                                                                                                                                                                                                                                                              • Changes in beer consumption
                                                                                                                                                                                                                                                                • Figure 144: Alterations in beer consumption habits, by any beer, by gender and age, July 2012
                                                                                                                                                                                                                                                                • Figure 145: Attitudes and behaviors explaining a reduction in beer consumption, by type of beer, July 2012
                                                                                                                                                                                                                                                            • Appendix – Social Media – Beer

                                                                                                                                                                                                                                                              • Brand usage and awareness
                                                                                                                                                                                                                                                                • Figure 146: Usage and awareness of the Bud Light brand, October 2012
                                                                                                                                                                                                                                                                • Figure 147: Usage and awareness of the Coors Light brand, October 2012
                                                                                                                                                                                                                                                                • Figure 148: Usage and awareness of the Corona brand, October 2012
                                                                                                                                                                                                                                                                • Figure 149: Usage and awareness of the Dos Equis brand, October 2012
                                                                                                                                                                                                                                                                • Figure 150: Usage and awareness of the Heineken brand, October 2012
                                                                                                                                                                                                                                                                • Figure 151: Usage and awareness of the Miller Lite brand, October 2012
                                                                                                                                                                                                                                                              • Satisfaction with brands
                                                                                                                                                                                                                                                                • Figure 152: Satisfaction with brands, November 2012
                                                                                                                                                                                                                                                                • Figure 153: Satisfaction with the Bud Light brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 154: Satisfaction with the Coors Light brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 155: Satisfaction with the Corona brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 156: Satisfaction with the Dos Equis brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 157: Satisfaction with the Heineken brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 158: Satisfaction with the Miller Lite brand, by demographics, November 2012
                                                                                                                                                                                                                                                              • Interaction with brands
                                                                                                                                                                                                                                                                • Figure 159: Interaction with the Bud Light brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 160: Interaction with the Coors Light brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 161: Interaction with the Corona brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 162: Interaction with the Dos Equis brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 163: Interaction with the Heineken brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 164: Interaction with the Miller Lite brand, by demographics, November 2012
                                                                                                                                                                                                                                                              • Motivations for interaction
                                                                                                                                                                                                                                                                • Figure 165: Reason for interaction with the Bud Light brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 166: Reason for interaction with the Coors Light brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 167: Reason for interaction with the Corona brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 168: Reason for interaction with the Heineken brand, by demographics, November 2012
                                                                                                                                                                                                                                                                • Figure 169: Reason for interaction with the Miller Lite brand, by demographics, November 2012
                                                                                                                                                                                                                                                              • Online conversations
                                                                                                                                                                                                                                                                • Figure 170: Average number of mentions of selected beer brands, by day, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                                                • Figure 171: Select beer brands’ share of conversations, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                                                • Figure 172: Conversations by brand, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                                              • Where people are talking about white spirits brands
                                                                                                                                                                                                                                                                • Figure 173: Selected beers brands’ share of brand conversations, by page type, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                                              • What are people talking about?
                                                                                                                                                                                                                                                                • Figure 174: Types of conversations concerning selected beer brands, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                                                • Figure 175: Types of conversation regarding selected beer brands, by day, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                                                • Figure 176: Types of conversation regarding selected beer brands, by type of website, Sept. 19-Nov. 19, 2012
                                                                                                                                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                                                              • Asia Pacific Breweries Ltd
                                                                                                                                                                                                                                                              • Constellation Brands, Inc.
                                                                                                                                                                                                                                                              • D.G. Yuengling & Son, Inc.
                                                                                                                                                                                                                                                              • Grupo Modelo S.A. de C.V.
                                                                                                                                                                                                                                                              • Heineken USA Inc.
                                                                                                                                                                                                                                                              • InBev USA
                                                                                                                                                                                                                                                              • Interbrew USA
                                                                                                                                                                                                                                                              • Matt Brewing Company
                                                                                                                                                                                                                                                              • Miller Brewing Company (USA)
                                                                                                                                                                                                                                                              • MillerCoors LLC
                                                                                                                                                                                                                                                              • Molson Coors (USA)
                                                                                                                                                                                                                                                              • SABMiller PLC
                                                                                                                                                                                                                                                              • Scottish & Newcastle Plc
                                                                                                                                                                                                                                                              • Sierra Nevada Brewing Company
                                                                                                                                                                                                                                                              • The Boston Beer Company Inc.
                                                                                                                                                                                                                                                              • Tsingtao Brewery

                                                                                                                                                                                                                                                              Beer - US - December 2012

                                                                                                                                                                                                                                                              £3,199.84 (Excl.Tax)