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Domestic Beer - US - November 2009

Heightened public awareness of the overweight/obesity epidemic in the US has helped to evolve the domestic light beer segment. The light beer segment reached a 60.8% share of total domestic beer volume sales with 4.4% growth from 2007-08. Meanwhile, the super premium and craft beer segment is the fastest growing domestic beer segment with a 13.6% increase in volume sales from 2007-08.

This report provides an in-depth examination of the domestic beer market for industry retailers, distributors, and marketers interested in pursuing opportunities to innovate trends within segments and to evaluate the competition. Sales and analysis covers six beer segments: light beer, premium beer, popular or sub-premium beer, super-premium/craft beer, ice beer, and malt liquor. Specific questions that are answered in this report include, but are not limited to, the following:

  • How have consolidations among leading beer companies in 2007-08 impacted segment share, brand share, and the competition
  • Are small breweries holding their ground in the share-grab in the growing super-premium and craft segment
  • What are the product innovations and latest product claims in the competitive US and global markets
  • How is the economy affecting consumer beer purchases and segment growth and who can benefit from the shifts? Who are the best consumer targets for specific segments and brands
  • Can the current economy support the variety of beers in the marketplace? Is it time to manage assortment to only the strongest segments and brands to maximize profit
  • Which brands are innovating segments, and how can others learn from their success
  • Will the increase in material and production costs mean higher beer prices and how will this impact consumer choice
  • Will increased public awareness of pervasive overweight and obesity in the US continue to impact the growth of some, and decline of other, segments

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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

                      • Market size and forecast
                        • Competitive context
                          • Segment performance
                            • Flavored and lighter innovations are likely to bring future growth
                              • Supermarkets offer one-stop shopping convenience and value
                                • Demographic influences
                                  • Leading companies
                                    • Innovation and innovators
                                      • Beer versus other alcoholic beverages
                                        • Light beer is the beer of choice for 21-34 year olds
                                          • Beer drinking increases with income but not with age
                                            • Consumption by type and brand
                                              • Brand loyalty increases with age but drops off among over-65s
                                                • Men and women look for different attributes in beer
                                                  • Low price is an important motivation for young beer drinkers
                                                    • Young beer drinkers are drinking more
                                                      • Beer purchasing habits and influence of recession
                                                        • Attitudes toward beer in context with peer preference, restaurants, and advertising
                                                        • Insights and Opportunities

                                                          • The Midwest—the “beer basket” of the U.S.
                                                            • Biggest bang for the buck—where the crowds are
                                                              • Figure 1: U.S. population, by state, by percentage population, 1990-2008
                                                              • Figure 2: U.S. population, by state, by percentage change, 1990-2008
                                                            • Cholesterol-free
                                                              • Promos to ease pricing
                                                                • Potential shelf life improvements—a game changer for imported brews
                                                                • Inspire Trends

                                                                    • Craft beer has room to tweak packaging
                                                                      • What we have seen
                                                                        • Implication for the domestic craft beer industry
                                                                          • Beer-tails
                                                                            • What’s it about
                                                                              • What we have seen
                                                                                • Implications for the domestic beer industry
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Beer sales decline as consumers tighten spending
                                                                                      • Figure 3: Total U.S. retail* dollar sales and forecast of beer including imported and domestic beer, at current prices, 2004-14
                                                                                      • Figure 4: Total U.S. retail* dollar sales and forecast of beer including imported and domestic beer, at inflation-adjusted prices, 2004-14
                                                                                      • Figure 5: Total U.S. retail* volume sales of beer including imported and domestic beer, 2004-09
                                                                                    • Domestic beer
                                                                                      • Domestic beer grows on price increase, the trend to continue during 2009-10
                                                                                        • Domestic dollar sale gain on high-priced craft beers
                                                                                          • Figure 6: Total U.S. retail dollar sales of domestic beer, off-premise, at current prices, 2004-14
                                                                                          • Figure 7: Total U.S. retail dollar sales of domestic beer, off-premise*, at inflation-adjusted prices, 2004-14
                                                                                        • Walmart sales
                                                                                        • Competitive Context

                                                                                          • Key points
                                                                                            • Ongoing recession: Mixed implications
                                                                                              • Domestic beer competes with other alcoholic beverages and deals with price increases
                                                                                                • Figure 8: Trends in beer consumption versus other alcoholic beverages, 2004-09
                                                                                                • Figure 9: Total U.S. beverage alcohol volume sales in thousands of gallons, 2007 and 2008
                                                                                              • Influence of merger and acquisition in the industry
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Domestic beer continues to dominate the beer market
                                                                                                    • Figure 10: Total U.S. volume sales beer, domestic vs. imported, 2007 and 2008
                                                                                                  • Light beer continues to grow on the strength of health trends in the U.S.
                                                                                                    • Super-premium and craft beers show highest volume sales growth of all segments
                                                                                                      • Premium beer and malt liquor volumes decline from 2007-08
                                                                                                        • High-alcohol ice beer volume sales strong from 2006-08
                                                                                                          • Figure 11: Total U.S. volume sales of domestic beer, by segment, 2004-09
                                                                                                          • Figure 12: Total U.S. volume sales of domestic beer, by segment, 2007 and 2009
                                                                                                      • Segment Performance—Light Beer

                                                                                                        • Key points
                                                                                                          • Obesity trends continue to benefit light beer
                                                                                                            • Recession prompts consumers to trade down in light beer choices
                                                                                                              • Figure 13: U.S. top 10 beer brands, by volume sales, 2007 and 2008
                                                                                                            • Flavored and lighter innovations are likely to bring future growth to the segment
                                                                                                              • Sales and forecast—light beer
                                                                                                                • Figure 14: Total U.S. volume sales of light beer*, 2004-09
                                                                                                            • Segment Performance—Premium Beer

                                                                                                              • Key points
                                                                                                                • Premium beer suffers from trading up and trading down trend
                                                                                                                  • One brand, Budweiser, decides the segment’s fate; variety and value key to growth
                                                                                                                    • Sales and forecast—premium beer
                                                                                                                      • Figure 15: Total U.S. volume sales of premium beer, 2004-09
                                                                                                                  • Segment Performance—Popular Beer

                                                                                                                    • Key points
                                                                                                                      • Recession benefits popular beer, segment revives first time in the last five years
                                                                                                                        • Sales and forecast—popular beer
                                                                                                                          • Figure 16: Total U.S. volume sales of popular beer, 2004-09
                                                                                                                      • Segment Performance—Super-premium and Craft Beer

                                                                                                                        • Key points
                                                                                                                          • Super-premium beer declines; craft beer infuses growth during 2007-08
                                                                                                                            • The number of breweries producing craft beer has consistently increased
                                                                                                                              • Seasonal and variety-pack craft has kept the sub-segment interesting
                                                                                                                                • Figure 17: Total U.S. volume sales of super-premium and craft beer, 2004-09
                                                                                                                            • Segment Performance—Ice Beer

                                                                                                                              • Key point
                                                                                                                                • Ice beer offers high alcohol content, viewed as bigger bang for the buck by some
                                                                                                                                  • Sales and forecast—ice beer
                                                                                                                                    • Figure 18: Total U.S. volume sales of ice beer, 2004-09
                                                                                                                                  • Key point
                                                                                                                                    • Malt liquor declines from the lack of marketing dollar infusion
                                                                                                                                      • Sales and forecast—malt liquor
                                                                                                                                        • Figure 19: Total U.S. volume sales of malt liquor, 2004-09
                                                                                                                                    • Retail Channels

                                                                                                                                      • Key points
                                                                                                                                        • Supermarket is beer-purchasing destination for half of all beer drinkers…
                                                                                                                                          • Figure 20: Choice of retail channels to purchase beer, by gender, August 2009
                                                                                                                                        • ...but convenience stores are top in dollar sales
                                                                                                                                          • Figure 21: U.S. sales of domestic beer, by off-premise retail channels, 2007 and 2009
                                                                                                                                      • Retail Channels—Convenience Stores

                                                                                                                                        • Craft and sub-premium beer propels domestic beer growth at c-stores
                                                                                                                                          • Figure 22: U.S. sales of domestic beer at convenience stores, 2008
                                                                                                                                        • Bigger package availability crucial in competing effectively with big-format retailers
                                                                                                                                          • Convenience stores’ domestic beer sales
                                                                                                                                            • Figure 23: U.S. sales of domestic beer at convenience stores, 2004-09
                                                                                                                                        • Retail Channels—Beer, Wine and Liquor Stores

                                                                                                                                          • Liquor stores face stiff competition from big-format retailers
                                                                                                                                            • Liquor stores can emphasize the one-stop shopping convenience for alcohol beverages
                                                                                                                                              • Beer, wine, and liquor stores’ domestic beer sales
                                                                                                                                                • Figure 24: U.S. sales of domestic beer at liquor stores, 2004-09
                                                                                                                                            • Retail Channels—Supermarkets

                                                                                                                                              • Rise in gas prices benefits supermarkets
                                                                                                                                                • Figure 25: Annual rate of change in retail sales, by channel, 2004-08
                                                                                                                                              • Supermarkets grow beer sales through bigger multipacks
                                                                                                                                                • Craft beer shines at supermarkets
                                                                                                                                                    • Figure 26: U.S. sales of domestic beer at supermarkets, 2004-09
                                                                                                                                                • Retail Channels—Supercenters, Mass Merchandisers and Warehouse Clubs

                                                                                                                                                  • Recession perks beer sales up at discount channels
                                                                                                                                                    • Costco develops private-label craft beer
                                                                                                                                                      • Figure 27: U.S. sales of domestic beer at supercenters, mass merchandisers, and warehouse clubs, 2004-09
                                                                                                                                                  • Market Drivers

                                                                                                                                                    • Key points
                                                                                                                                                      • U.S. obesity epidemic spreads
                                                                                                                                                        • Health trends more supportive of light beer than full-calorie beer
                                                                                                                                                          • Figure 28: Attitude towards health, 2004 and 2009
                                                                                                                                                        • Weight loss is the topmost reason for watching/controlling diet
                                                                                                                                                          • Figure 29: Reasons for watching/controlling diet, 2004 and 2009
                                                                                                                                                        • Cholesterol-free
                                                                                                                                                          • More than 25% of residents in 31 U.S. states considered obese
                                                                                                                                                            • Figure 30: Percent of obese (BMI >30) adults in U.S., by state, 2008
                                                                                                                                                          • Population shifts: growth is projected among 21-34 year olds over the next five years
                                                                                                                                                            • Figure 31: U.S. population, by age, 2004-14
                                                                                                                                                          • Hispanics offer growth potential in domestic beer
                                                                                                                                                            • Figure 32: U.S. population, by race/Hispanic origin, 2004-14
                                                                                                                                                            • Figure 33: Top 15 beers, by race/Hispanic origin, August 2009
                                                                                                                                                          • Hispanic 21-34s are a key demographic for beer marketing over the next five years
                                                                                                                                                            • Figure 34: Growth in the number of adults aged 21-34, by Hispanic and non-Hispanic, 2009-14
                                                                                                                                                        • Leading Companies

                                                                                                                                                          • Key points
                                                                                                                                                            • Anheuser-Busch InBev and MillerCoors LLC account for 90% of U.S. beer volume
                                                                                                                                                              • MillerCoors LLC
                                                                                                                                                                • Figure 35: Domestic beer sales of leading companies, by volume, 2007 and 2008
                                                                                                                                                            • Brand Share—Light Beer

                                                                                                                                                              • Key points
                                                                                                                                                                • Premium light brands decline; consumers move to sub-premium brands
                                                                                                                                                                  • Premium-priced Bud Light Lime beats the economic downturn
                                                                                                                                                                    • Trend towards craft beer could give momentum to light craft beers
                                                                                                                                                                      • Miller garners modest success with lighter beer—MGD 64
                                                                                                                                                                        • Manufacturer and brand sales—light beer
                                                                                                                                                                          • Figure 36: Selected brand sales, by volume and market share of light beer in the U.S., 2007 and 2008
                                                                                                                                                                      • Brand Share—Premium Beer

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Leading brand Budweiser declines; Miller Genuine Draft follows suit
                                                                                                                                                                            • Brands promising flavor are likely to add future sales
                                                                                                                                                                              • Manufacturer and brand sales—premium beer
                                                                                                                                                                                • Figure 37: Selected brand sales and market share of premium beers in the U.S., 2007 and 2008
                                                                                                                                                                            • Brand Share—Popular Beer

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Busch, the segment leader, gains in 2008—first time since 1998
                                                                                                                                                                                  • Miller High Life enjoys bigger penetration than Busch
                                                                                                                                                                                    • Figure 38: Incidence of drinking select popular brand beer, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                  • Pabst’s two out of 11 brands show growth; but future is uncertain
                                                                                                                                                                                    • Manufacturer and brand sales—popular beer
                                                                                                                                                                                      • Figure 39: Selected brand sales and market share of popular beer in the U.S., 2007 and 2008
                                                                                                                                                                                  • Brand Share—Super-premium and Craft Beer

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • A-B InBev’s super-premium beer portfolio declines
                                                                                                                                                                                        • MillerCoors owns the biggest craft beer brand: Blue Moon
                                                                                                                                                                                          • Yuengling and Sam Adams continue modest growth
                                                                                                                                                                                            • A-B InBev’s Shock Top may give competition to small microbrewers
                                                                                                                                                                                              • “Other” command an impressive share in the segment
                                                                                                                                                                                                • Manufacturer and brand sales—super-premium and craft beer
                                                                                                                                                                                                  • Figure 40: Selected brand sales and market share of super-premium and craft beers in the U.S., 2007 and 2008
                                                                                                                                                                                              • Brand Share—Ice Beer

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • A-B InBev has control of more than 51% of ice beer volume sales
                                                                                                                                                                                                    • Manufacturer and brand sales—ice beer
                                                                                                                                                                                                      • Figure 41: Selected brand sales and market share of ice beer in the U.S., 2007 and 2008
                                                                                                                                                                                                  • Brand Share—Malt Liquor

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Manufacturer and brand sales—malt liquor
                                                                                                                                                                                                        • Figure 42: Selected brand sales and market share of malt liquor in the U.S., 2007 and 2008
                                                                                                                                                                                                    • Brand Qualities

                                                                                                                                                                                                      • “Me too” line extensions
                                                                                                                                                                                                      • Innovation and Innovators

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • To date in 2009, new product levels way down from 2008 proliferation
                                                                                                                                                                                                            • Figure 43: Number of new product launches in U.S. beer, 2004-09
                                                                                                                                                                                                          • “Seasonal” and “limited edition” top list of new beer claims in the U.S.
                                                                                                                                                                                                            • Figure 44: Top 10 claims in new U.S. beer products, 2004-09
                                                                                                                                                                                                          • Several 2009 introductions are (fruit) flavored beer
                                                                                                                                                                                                            • Organic beer products increased in 2008, but on decline in 2009
                                                                                                                                                                                                              • Light beer gets lighter
                                                                                                                                                                                                                • Packaging innovations
                                                                                                                                                                                                                  • Globally, new product claims of “premium” remains the top claim of 2009
                                                                                                                                                                                                                    • Figure 45: Top 10 claims in new global beer products (excluding the U.S.), 2004-09
                                                                                                                                                                                                                • Advertising and Promotion

                                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                                    • Beer marketing budget up while that of wine and spirits down
                                                                                                                                                                                                                      • Figure 46: Advertising expenditure, alcoholic beverages, by sector, 2004-08
                                                                                                                                                                                                                    • A-B InBev and Miller inject marketing dollars behind flagship brands
                                                                                                                                                                                                                      • Figure 47: Advertising expenditure on beer, by brewer and brand, 2007 and 2008
                                                                                                                                                                                                                    • A-B InBev to invest “tens of millions of dollars” in Bud Light during 2009-10
                                                                                                                                                                                                                        • Figure 48: Bug Light, man tries to hail a taxi, man jumps through the window, September 2009
                                                                                                                                                                                                                      • Lime beer ads from Bud Light and Miller Chill emphasize summer and flavor
                                                                                                                                                                                                                        • Figure 49: Bud Light Lime, animated people play at a beach, July 2009
                                                                                                                                                                                                                        • Figure 50: Miller Chill, in the summer grab a 100-calorie light beer with lime, May 2009
                                                                                                                                                                                                                      • Miller Lite Home Draft: showcases attributes of the new packaging
                                                                                                                                                                                                                        • Figure 51: Miller Lite Home Draft, men make toast, watch baseball game from private suite at stadium, July 2009
                                                                                                                                                                                                                      • Keystone Light—targets wider base of consumers through humor
                                                                                                                                                                                                                        • Figure 52: Keystone Light, grandson hits grandpa in the head with a can of beer, April 2009
                                                                                                                                                                                                                      • MGD 64
                                                                                                                                                                                                                        • Figure 53: MGD 64, woman orders 64 calories of Chardonnay, March 2009
                                                                                                                                                                                                                      • Samuel Adams
                                                                                                                                                                                                                        • Figure 54: Chapter 7: a perfect pair, June 2009
                                                                                                                                                                                                                    • The Consumer: Beer Usage, Frequency of Use and Brands

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Beer versus other alcoholic beverages
                                                                                                                                                                                                                            • Figure 55: Trends in beer consumption versus other alcoholic beverages, 2004-09
                                                                                                                                                                                                                          • Beer competes closely with distilled spirits
                                                                                                                                                                                                                              • Figure 56: Beer consumption versus other alcoholic beverages, by gender, February 2008-March 2009
                                                                                                                                                                                                                            • Beer edges distilled spirits among most age groups
                                                                                                                                                                                                                                • Figure 57: Beer consumption versus other alcoholic beverages, by age, February 2008-March 2009
                                                                                                                                                                                                                              • Domestic vs. imported beer
                                                                                                                                                                                                                                • Figure 58: Beer consumption, domestic vs. imported, 2005-09
                                                                                                                                                                                                                              • Trends in drinking different types of beer
                                                                                                                                                                                                                                  • Figure 59: Incidence of personal beer consumption, by type of beer, 2005/06-2008/09
                                                                                                                                                                                                                                • Men continue to provide momentum to the market across all beer segments
                                                                                                                                                                                                                                    • Figure 60: Incidence of personal consumption of beer, by gender and age, February 2008-March 2009
                                                                                                                                                                                                                                  • Beer consumption increases with household income
                                                                                                                                                                                                                                      • Figure 61: Incidence of personal consumption of beer, by household income and region, February 2008-March 2009
                                                                                                                                                                                                                                    • Frequency of drinking beer
                                                                                                                                                                                                                                        • Figure 62: Monthly frequency of drinking different types of beer, 2005/06-2008/09
                                                                                                                                                                                                                                      • Women consume 70% as much beer as males across all beer segments
                                                                                                                                                                                                                                        • Figure 63: Frequency of drinking different types of beer, by gender, February 2008-March 2009
                                                                                                                                                                                                                                      • On average, 25-34 year olds drink the most beer—seven light beers per month
                                                                                                                                                                                                                                        • More light, regular domestic, and malt liquor consumed by the lowest income group
                                                                                                                                                                                                                                            • Figure 64: Frequency of drinking different types of beer, by age and household income, February 2008-March 2009
                                                                                                                                                                                                                                          • The Midwest—“beer basket” for light and regular domestic beers
                                                                                                                                                                                                                                              • Figure 65: Frequency of drinking different types of beer, by region, February 2008-March 2009
                                                                                                                                                                                                                                            • Domestic beer consumption by brand
                                                                                                                                                                                                                                              • Budweiser continues to be the “king of beers”
                                                                                                                                                                                                                                                • Yuengling tops the list of preferred microbrews
                                                                                                                                                                                                                                                    • Figure 66: Incidence of drinking different types of regular, light, and microbrewed domestic beer, by top brands, by gender, February 2008-March 2009
                                                                                                                                                                                                                                                  • Peak age segment for microbrewed beer is 35-44
                                                                                                                                                                                                                                                      • Figure 67: Incidence of drinking different types of regular, light, and microbrewed domestic beer, by top brands, by age, February 2008-March 2009
                                                                                                                                                                                                                                                    • Brand consumption varies by household income
                                                                                                                                                                                                                                                        • Figure 68: Incidence of drinking different types of regular, light, and microbrewed domestic beer, by top brands, by household income, February 2008-March 2009
                                                                                                                                                                                                                                                    • Choice of Retail Channels to Purchase Beer

                                                                                                                                                                                                                                                      • Key beer drinkers purchase beer at liquor stores and convenience stores
                                                                                                                                                                                                                                                        • Figure 69: Choice of retail channels to purchase beer, by age, August 2009
                                                                                                                                                                                                                                                    • Light Beer Consumption

                                                                                                                                                                                                                                                      • Key consumers are more likely to drink light beer more frequently
                                                                                                                                                                                                                                                        • Figure 70: Frequency of light domestic beer consumption, by age, August 2009
                                                                                                                                                                                                                                                        • Figure 71: Frequency of light domestic beer consumption, by region, August 2009
                                                                                                                                                                                                                                                        • Figure 72: Prevalence of obesity, by state, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                    • Loyalty to Types and Brands of Beer

                                                                                                                                                                                                                                                      • Brand loyalty increases with age; but drops off among over-65s
                                                                                                                                                                                                                                                        • Figure 73: Brand loyalty, by age, August 2009
                                                                                                                                                                                                                                                      • Preference for different types of beer
                                                                                                                                                                                                                                                        • Figure 74: Preference for drinking different types of beer, by age, August 2009
                                                                                                                                                                                                                                                    • Most Desired Attributes in Beer

                                                                                                                                                                                                                                                      • Men and women look for different attributes in beer
                                                                                                                                                                                                                                                        • Figure 75: Importance of various beer attributes, by gender, August 2009
                                                                                                                                                                                                                                                      • Low price is an important motivation for young beer drinkers
                                                                                                                                                                                                                                                        • Figure 76: Importance of various beer attributes, by age, August 2009
                                                                                                                                                                                                                                                    • Incidence and Reasons for Drinking More or Less Beer

                                                                                                                                                                                                                                                        • Figure 77: Incidence of drinking more or less beer compared to a year ago, by age, August 2009
                                                                                                                                                                                                                                                        • Figure 78: Incidence of drinking more or less beer compared to a year ago, by household income, August 2009
                                                                                                                                                                                                                                                      • Reasons for drinking more beer compared to a year ago
                                                                                                                                                                                                                                                        • Figure 79: Reasons for drinking more beer compared to a year ago, by age, August 2009
                                                                                                                                                                                                                                                      • Reasons for drinking less beer compared to a year ago
                                                                                                                                                                                                                                                        • Figure 80: Reasons for drinking less beer compared to a year ago, by gender, August 2009
                                                                                                                                                                                                                                                    • Beer Purchasing Habits and Influence of Recession

                                                                                                                                                                                                                                                        • Figure 81: Beer purchase habits and influence of recession, by age, August 2009
                                                                                                                                                                                                                                                        • Figure 82: Beer purchase habits and influence of recession, by household income, August 2009
                                                                                                                                                                                                                                                    • Attitudes Toward Beer in Context with Peer Preference, Restaurants and Advertising

                                                                                                                                                                                                                                                        • Figure 83: Attitude towards beer, by age, August 2009
                                                                                                                                                                                                                                                        • Figure 84: Attitude towards beer, by household income, August 2009
                                                                                                                                                                                                                                                      • Attitude towards bring-your-own-beer (BYOB) restaurants
                                                                                                                                                                                                                                                        • Figure 85: BYOB attitudes and behaviors, by age, August 2009
                                                                                                                                                                                                                                                    • Attitude Towards Craft Beer

                                                                                                                                                                                                                                                          • Figure 86: Attitude towards craft beer, by age, August 2009
                                                                                                                                                                                                                                                          • Figure 87: Attitude towards craft beer, by household income, August 2009
                                                                                                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Beer consumption higher among whites and Hispanics
                                                                                                                                                                                                                                                            • Figure 88: Incidence of personal consumption of beer, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                                                          • Hispanics are heavier consumers of microbrews than other ethnicities
                                                                                                                                                                                                                                                            • Blacks are heavier drinkers of light, regular domestic, and ice beer, and malt liquor
                                                                                                                                                                                                                                                              • Figure 89: Frequency of drinking different types of beer, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                                                            • Some 60-70% of black, Hispanic and Asian regular domestic beer drinkers drink Budweiser
                                                                                                                                                                                                                                                                • Figure 90: Incidence of drinking different types of regular, light, and microbrewed domestic beer, by top brands, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                                                                • Figure 91: Retail outlets for beer purchases, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                            • Light Beer Consumption

                                                                                                                                                                                                                                                                • Figure 92: Frequency of light domestic beer consumption, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                              • Loyalty to types and brands of beer
                                                                                                                                                                                                                                                                • Figure 93: Brand loyalty, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                              • Preference for different types of beer
                                                                                                                                                                                                                                                                • Figure 94: Preference for drinking different types of beer, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                              • Most desired attributes in beer
                                                                                                                                                                                                                                                                • Figure 95: Importance of various beer attributes, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                              • Incidence and reasons for drinking more or less beer
                                                                                                                                                                                                                                                                • Figure 96: Incidence of drinking more or less beer compared to a year ago, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                              • Reasons for drinking more beer compared to a year ago
                                                                                                                                                                                                                                                                • Figure 97: Reasons for drinking more beer compared to a year ago, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                              • Beer purchasing habits and influence of recession
                                                                                                                                                                                                                                                                • Figure 98: Beer purchase habits and influence of recession, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                              • Attitudes toward beer in context with peer preference, restaurants, and advertising
                                                                                                                                                                                                                                                                • Figure 99: Attitude towards beer, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                              • Attitude towards craft beer
                                                                                                                                                                                                                                                                • Figure 100: Attitude towards craft beer, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                                                                                                • The Domesticated
                                                                                                                                                                                                                                                                  • Bargainers
                                                                                                                                                                                                                                                                    • Alternators
                                                                                                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                                                                                                        • Figure 101: Domestic beer clusters, August 2009
                                                                                                                                                                                                                                                                        • Figure 102: Preference for different types of beer, by domestic beer clusters, August 2009
                                                                                                                                                                                                                                                                        • Figure 103: Brand loyalty, by domestic beer clusters, August 2009
                                                                                                                                                                                                                                                                        • Figure 104: Importance of various beer attributes, by domestic beer clusters, August 2009
                                                                                                                                                                                                                                                                        • Figure 105: Beer purchase habits, by domestic beer clusters, August 2009
                                                                                                                                                                                                                                                                        • Figure 106: Attitude towards domestic and imported beer, by domestic beer clusters, August 2009
                                                                                                                                                                                                                                                                        • Figure 107: BYOB attitudes and behaviors, by domestic beer clusters, August 2009
                                                                                                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                                                                                                        • Figure 108: Domestic beer clusters, by gender, August 2009
                                                                                                                                                                                                                                                                        • Figure 109: Domestic beer clusters, by age, August 2009
                                                                                                                                                                                                                                                                        • Figure 110: Domestic beer clusters, by household income, August 2009
                                                                                                                                                                                                                                                                        • Figure 111: Domestic beer clusters, by race, August 2009
                                                                                                                                                                                                                                                                        • Figure 112: Domestic beer clusters, by Hispanic origin, August 2009
                                                                                                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                                                                                                        • Unacculturated Hispanics prefer imported beer over domestic
                                                                                                                                                                                                                                                                            • Figure 113: Incidence of beer consumption among Hispanics, by country of origin and by language spoken at home, February 2008-March 2009
                                                                                                                                                                                                                                                                          • Beer purchasing attributes change with age and gender
                                                                                                                                                                                                                                                                              • Figure 114: Importance of various beer attributes, by age and gender, August 2009
                                                                                                                                                                                                                                                                              • Figure 115: Importance of various beer attributes, by gender and household income, August 2009
                                                                                                                                                                                                                                                                            • Beer consumption varies among different races within different age groups
                                                                                                                                                                                                                                                                                • Figure 116: Incidence of beer consumption, by age and race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                                                                              • Craft beer drinkers are more likely to look for seasonal craft and pair craft beer with food, compared to the non-craft beer users
                                                                                                                                                                                                                                                                                  • Figure 117: Attitude toward craft beer, by craft beer users and non-users, August 2009
                                                                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                • Choice of retail channels to purchase beer
                                                                                                                                                                                                                                                                                  • Figure 118: Choice of retail channels to purchase beer, by household income, August 2009
                                                                                                                                                                                                                                                                                • Light beer consumption
                                                                                                                                                                                                                                                                                  • Figure 119: Frequency of light domestic beer consumption, by gender, August 2009
                                                                                                                                                                                                                                                                                  • Figure 120: Frequency of light domestic beer consumption, by household income, August 2009
                                                                                                                                                                                                                                                                                • Loyalty to types and brands of beer
                                                                                                                                                                                                                                                                                  • Figure 121: Brand loyalty, by gender, August 2009
                                                                                                                                                                                                                                                                                  • Figure 122: Brand loyalty, by household income, August 2009
                                                                                                                                                                                                                                                                                  • Figure 123: Brand loyalty, by region, August 2009
                                                                                                                                                                                                                                                                                • Preference for different types of beer
                                                                                                                                                                                                                                                                                  • Figure 124: Preference for drinking different types of beer, by gender, August 2009
                                                                                                                                                                                                                                                                                  • Figure 125: Preference for drinking different types of beer, by household income, August 2009
                                                                                                                                                                                                                                                                                  • Figure 126: Preference for drinking different types of beer, by region, August 2009
                                                                                                                                                                                                                                                                                • Most desired attributes in beer
                                                                                                                                                                                                                                                                                  • Figure 127: Importance of various beer attributes, by household income, August 2009
                                                                                                                                                                                                                                                                                  • Figure 128: Importance of various beer attributes, by region, August 2009
                                                                                                                                                                                                                                                                                • Incidence and reasons for drinking more or less beer
                                                                                                                                                                                                                                                                                  • Figure 129: Incidence of drinking more or less beer compared to a year ago, by gender, August 2009
                                                                                                                                                                                                                                                                                  • Figure 130: Incidence of drinking more or less beer compared to a year ago, by region, August 2009
                                                                                                                                                                                                                                                                                • Reasons for drinking more beer compared to a year ago
                                                                                                                                                                                                                                                                                  • Figure 131: Reasons for drinking more beer compared to a year ago, by gender, August 2009
                                                                                                                                                                                                                                                                                  • Figure 132: Reasons for drinking more beer compared to a year ago, by household income, August 2009
                                                                                                                                                                                                                                                                                • Reasons for drinking less beer compared to a year ago
                                                                                                                                                                                                                                                                                  • Figure 133: Reasons for drinking less beer compared to a year ago, by age, August 2009
                                                                                                                                                                                                                                                                                  • Figure 134: Reasons for drinking less beer compared to a year ago, by age, August 2009
                                                                                                                                                                                                                                                                                • Beer purchasing habits and influence of recession
                                                                                                                                                                                                                                                                                  • Figure 135: Beer purchase habits and influence of recession, by gender, August 2009
                                                                                                                                                                                                                                                                                  • Figure 136: Beer purchase habits and influence of recession, by region, August 2009
                                                                                                                                                                                                                                                                                • Attitudes toward beer in context with peer preference, restaurants and advertising
                                                                                                                                                                                                                                                                                  • Figure 137: Attitude towards beer, by gender, August 2009
                                                                                                                                                                                                                                                                                  • Figure 138: Attitude towards beer, by region, August 2009
                                                                                                                                                                                                                                                                                • Attitude towards bring-your-own-beer (BYOB) restaurants
                                                                                                                                                                                                                                                                                  • Figure 139: BYOB attitudes and behaviors, by gender, August 2009
                                                                                                                                                                                                                                                                                  • Figure 140: BYOB attitudes and behaviors, by household income, August 2009
                                                                                                                                                                                                                                                                                  • Figure 141: BYOB attitudes and behaviors, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                  • Figure 142: BYOB attitudes and behaviors, by region, August 2009
                                                                                                                                                                                                                                                                                • Attitude towards craft beer
                                                                                                                                                                                                                                                                                  • Figure 143: Attitude towards craft beer, by gender, August 2009
                                                                                                                                                                                                                                                                                  • Figure 144: Attitude towards craft beer, by region, August 2009
                                                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                                                • Anheuser Busch-InBev
                                                                                                                                                                                                                                                                                • Anheuser-Busch Companies Inc
                                                                                                                                                                                                                                                                                • Association of Convenience Stores
                                                                                                                                                                                                                                                                                • Bacardi U.S.A. Inc.
                                                                                                                                                                                                                                                                                • Beer Institute (The)
                                                                                                                                                                                                                                                                                • BJ's Wholesale Club, Inc
                                                                                                                                                                                                                                                                                • Brewers’ Association of America (BAA)
                                                                                                                                                                                                                                                                                • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                                • Clipper City Brewing Company, LP
                                                                                                                                                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                • D.G. Yuengling & Son, Inc.
                                                                                                                                                                                                                                                                                • Finlandia
                                                                                                                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                                                                                                                • Grupo Modelo S.A. de C.V.
                                                                                                                                                                                                                                                                                • Heineken USA Inc.
                                                                                                                                                                                                                                                                                • InBev USA
                                                                                                                                                                                                                                                                                • Kirin Brewery of America
                                                                                                                                                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                                                                                • Miller Brewing Company (USA)
                                                                                                                                                                                                                                                                                • MillerCoors LLC
                                                                                                                                                                                                                                                                                • Molson Coors (USA)
                                                                                                                                                                                                                                                                                • National Beer Wholesalers’ Association (NBWA)
                                                                                                                                                                                                                                                                                • New Belgium Brewing Company Inc.
                                                                                                                                                                                                                                                                                • Pabst Brewing Company
                                                                                                                                                                                                                                                                                • Pyramid Breweries Inc.
                                                                                                                                                                                                                                                                                • Red Bull North America, Inc.
                                                                                                                                                                                                                                                                                • Redhook Ale Brewery Inc.
                                                                                                                                                                                                                                                                                • SABMiller PLC
                                                                                                                                                                                                                                                                                • Sierra Nevada Brewing Company
                                                                                                                                                                                                                                                                                • The Boston Beer Company Inc.
                                                                                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                                                                • US Department of Commerce
                                                                                                                                                                                                                                                                                • Walgreen Co
                                                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                • Wegmans Food Markets, Inc
                                                                                                                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                • Widmer Brothers Brewing Company

                                                                                                                                                                                                                                                                                Domestic Beer - US - November 2009

                                                                                                                                                                                                                                                                                US $3,995.00 (Excl.Tax)