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Imported Beer - US - December 2009

This report focuses on how the imported beer category has changed, particularly in response to the current U.S. economic and social landscape, as well as current trends in beer and brewing. Current economic pressures in the US have motivated consumers to seek alternate choices to higher-priced imported beer.

This report provides an in-depth examination of the imported beer market for industry retailers, distributors and sales and marketing teams interested in pursuing opportunities to innovate trends within segments and to evaluate the competition. Sales and analysis covers two imported beer segments: regular imported beer and light imported beer. Specific questions that are answered in this report include, but are not limited to, the following:

  • What consolidations have occurred in the beer industry? What changes are currently taking form? What could the imported beer market look like in the future?
  • How did these consolidations affect companies, imported and domestic segments, and brand standings? What could they lead to in the future?
  • Are current U.S. demographic trends affecting imported beer selection, shopping trends and retail channels?
  • How are consumer trends impacting imported beer segments and brands? Which import brands are gaining or losing volume and share, and why?
  • What product innovations were introduced to the marketplace in 2008? What were the top new product claims?
  • How have the innovation in domestic craft and light beer influenced the imported beer market?
  • Has the resurgence of domestic popular (sub-premium) beer negatively influenced imported beer?

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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

                      • Imported beer suffers from economic downturn and competition from domestic beer
                        • Regular imported beer continues to dominate, but loses share to light imported beer
                          • U.S. beer drinkers trade down amid economic uncertainty
                            • Convenience stores post declining sales; economy multipacks offer growth opportunity for retailers
                              • Men, affluents, adults aged 21-44, and Hispanics are primary imported beer consumers
                                • Growth in domestic craft beer poses stiff competition for imports
                                  • Roughly 25% of big beer company adspend is on imported beer brands
                                  • Insights and Opportunities

                                    • Seasonal and variety pack imports could reinvigorate the import market
                                      • Innovation and marketing could brighten the future of light imports
                                        • Imports paired with food
                                          • Imports that offer higher alcohol content could be viewed as a better value by some
                                          • Inspire Trends

                                              • Beer and cheese
                                                • What’s it about?
                                                  • What we have seen
                                                    • Implication for imported beer industry
                                                      • Beer-tails
                                                        • What’s it about?
                                                          • What we have seen
                                                            • Implications for the imported beer industry
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Trading down and up in domestics
                                                                  • Total beer dollar sales in 2009 are expected to remain flat
                                                                    • Figure 1: Total U.S. retail* sales and forecast of beer including imported and domestic beer, at current prices, 2004-14
                                                                    • Figure 2: Total U.S. retail* sales and forecast of beer including imported and domestic beer, at inflation-adjusted prices, 2004-14
                                                                  • Beer sales stifle as consumers drink less on-premise and sparingly at home
                                                                    • Figure 3: Total U.S. retail* volume sales of beer including imported and domestic beer, 2004-09
                                                                  • Imported beer
                                                                    • Historically strong import growth derailed by the U.S. recession
                                                                      • Innovation and competitive pricing could improve future of imports
                                                                        • Figure 4: Total U.S. retail* sales and forecast of imported beer, at current prices, 2004-14
                                                                        • Figure 5: Total U.S. retail* sales and forecast of imported beer, at inflation-adjusted prices, 2004-14
                                                                      • Walmart sales
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Beer is the most widely consumed alcoholic beverage
                                                                            • Figure 6: Trends in personal beer consumption versus other alcoholic beverages, 2004-09
                                                                          • Domestic crafts pose stiff competition for imported brews
                                                                              • Figure 7: Total U.S. supermarket average items per store imported and domestic beers, September 2009
                                                                            • Imports could rebound if domestic price increases continue, especially craft beer prices
                                                                                • Figure 8: Total U.S. supermarket beer average price per case increases, by segment, January 2006-Septemebr 2009
                                                                              • Innovations in domestic light beer challenges for light imports
                                                                                • Impact of consolidation on imported beer
                                                                                  • Imported beer shipments negative in 2009
                                                                                    • Figure 9: Total malt beverages imported into the U.S., millions of barrels, by month, 2006-09
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Room for a popular-priced tier of imports
                                                                                      • Light imports drive growth
                                                                                        • Figure 10: Total U.S. volume sales of imported beer, by segment, 2004-09
                                                                                        • Figure 11: Total U.S. volume sales of imported beer, by segment, 2007 and 2009
                                                                                    • Segment Performance—Regular Imported Beer

                                                                                      • Key points
                                                                                        • Regular imports rule although share trickles to lights imports
                                                                                          • Shifts in production of some imports to the U.S. influence the segment
                                                                                            • Regular imports suffer similar fate as domestic premiums—trading up and down
                                                                                              • Unacculturated Hispanics are growth driver for regular imports
                                                                                                • Sales and forecast—regular imported beer
                                                                                                  • Figure 12: Total U.S. volume sales of regular imported beer, 2004-09
                                                                                              • Segment Performance—Light Imported Beer

                                                                                                • Key points
                                                                                                  • U.S. obesity trends continue to benefit light beer
                                                                                                    • Stiff competition from lower-priced domestic lights
                                                                                                      • Figure 13: Total U.S. volume sales of light beer, imported vs. domestic, 2004-09
                                                                                                    • Trade down affects domestic lights as well as light imports
                                                                                                      • Major imported light brands experience cut in marketing budget
                                                                                                        • Sales—light imported beer
                                                                                                          • Figure 14: Total U.S. volume sales of light imported beer, 2004-09
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Competition heating up for off-premise retailers
                                                                                                            • Consumers elect value over convenience
                                                                                                              • If it’s cold, it’s sold
                                                                                                                • Figure 15: U.S. sales of imported beer, by off-premise retail channels, 2007 and 2009
                                                                                                            • Retail Channels—Beer, Wine and Liquor Stores

                                                                                                              • Key points
                                                                                                                • Liquor stores face greater challenges ahead as more channels and retailers get into beer business
                                                                                                                  • Beer, wine and liquor stores
                                                                                                                    • Figure 16: U.S. sales of imported beer at beer, wine, and liquor stores, 2004-09
                                                                                                                • Retail Channels—Supermarkets

                                                                                                                  • Key points
                                                                                                                    • Dollar sales of imported beer in supermarkets up since 2004
                                                                                                                      • Supermarkets benefit more from bigger multipacks
                                                                                                                        • Figure 17: U.S. sales of imported beer at supermarkets, 2004-09
                                                                                                                    • Retail Channels—Convenience Stores

                                                                                                                      • Key points
                                                                                                                        • Dollar sales of imported beer went negative in 2008
                                                                                                                          • Modelo Especial new mid-size multipack for small format
                                                                                                                            • Corona Extra and Light respond to larger single-serve trends in c-stores
                                                                                                                              • Growing competition from domestic craft beer at convenience stores
                                                                                                                                • Figure 18: U.S. sales of imported beer at convenience stores, 2004-09
                                                                                                                            • Retail Channels—Supercenters, Mass Merchants and Warehouse Clubs

                                                                                                                              • Key point
                                                                                                                                • Value channels hit a new high
                                                                                                                                  • Fewer of the younger segments “join the club”
                                                                                                                                    • Figure 19: U.S. sales of imported beer at supercenters and warehouse clubs, 2004-09
                                                                                                                                • Market Drivers

                                                                                                                                  • Key points
                                                                                                                                    • U.S. consumers are likely to continue to watch their spending
                                                                                                                                      • Figure 20: Conference Board Consumer Confidence Index™, June 2008-November 2009
                                                                                                                                    • Health trends suggest need for more imported light beer alternatives
                                                                                                                                      • More than 25% of residents in 31 U.S. states considered obese
                                                                                                                                        • Figure 21: Percent of obese (BMI >30) adults in U.S., by state, 2008
                                                                                                                                      • Watching/controlling diet incidence supports light beer trend
                                                                                                                                        • Figure 22: Attitude towards health, by agree, 2004 and 2009
                                                                                                                                      • Weight loss is the top most reason for watching/controlling diet
                                                                                                                                        • Figure 23: Reasons for watching/controlling diet, 2004 and 2009
                                                                                                                                      • Cholesterol-free
                                                                                                                                        • Recession breaks imported beer’s growth streak
                                                                                                                                          • Figure 24: Exchange rates of the top most traded currencies, November 30, 2008-November 30, 2009
                                                                                                                                        • Population shifts: growth is projected among 18-34 year olds over the next five years
                                                                                                                                          • Figure 25: U.S. population, by age, 2009-14
                                                                                                                                        • Growth in Hispanic population offers opportunities in Mexican imports
                                                                                                                                          • Figure 26: U.S. population, by race and Hispanic origin, 2009-14
                                                                                                                                        • Hispanics aged 21-34 are key for beer marketing over the next five years
                                                                                                                                          • Figure 27: Growth in the number of adults aged 21-34, by Hispanic and non-Hispanic, 2009-14
                                                                                                                                      • Leading Companies

                                                                                                                                        • Merger and acquisition activity changes competitive landscape
                                                                                                                                          • Crown Imports and Heineken USA led imports, lost volume, and gained share in 2008
                                                                                                                                              • Figure 28: Total U.S. imported beer volume sales of leading companies, 2007 and 2008
                                                                                                                                          • Brand Share—Regular Imported Beer

                                                                                                                                            • Key points
                                                                                                                                              • Mexican beers are 2008’s biggest regular import gainers
                                                                                                                                                • Figure 29: Top ten brands in the U.S. (domestic and imported), by volume, 2007 and 2008
                                                                                                                                              • Corona Extra continues to be the top regular import, despite 5% sales dip
                                                                                                                                                • Corona Extra is favorite beer of Facebook social media network
                                                                                                                                                  • Modelo Especial grows share; remains in third place with wide margin
                                                                                                                                                    • Can new advertising sustain Modelo Especial’s double-digit growth?
                                                                                                                                                      • Heineken USA and FEMSA’s extended relationship
                                                                                                                                                        • Heineken’s flagship brand exhibits decline
                                                                                                                                                          • A-B InBev and Diageo-Guinness only regular import company gainers
                                                                                                                                                            • Are regular imported beer volume sales down as much as they seem?
                                                                                                                                                              • Manufacturer and brand sales—regular imported beer
                                                                                                                                                                • Figure 30: Selected manufacturer and brand volume sales of regular imported beer in the U.S., 2007 and 2008
                                                                                                                                                            • Brand Share—Light Imported Beer

                                                                                                                                                              • Key points
                                                                                                                                                                • Three highlights in 2008—Tecate Light, Corona Light, and Labatt Blue Light
                                                                                                                                                                  • Corona Light still leads light import brands in 2008
                                                                                                                                                                    • Heineken USA maintains lead in total volume of light imported beer
                                                                                                                                                                      • Labatt Blue Light gained volume in 2008
                                                                                                                                                                        • Almost half of light import brands had double-digit losses
                                                                                                                                                                          • Heineken Premium Light loses volume after adspend cut in 2008
                                                                                                                                                                            • Manufacturer and brand sales—light imported beer
                                                                                                                                                                              • Figure 31: Selected manufacturer and brand volume sales of light imported beers in the U.S, 2007 and 2008
                                                                                                                                                                          • Brand Qualities

                                                                                                                                                                              • Capitalizing on the historical legacy of brands; building on summer fun theme
                                                                                                                                                                                • Most successful brands are often light-tasting lagers
                                                                                                                                                                                  • Successful brands have cultural appeal
                                                                                                                                                                                    • Tendency to “trade down” to less expensive imports drives the success of some brands
                                                                                                                                                                                    • Innovation and Innovators

                                                                                                                                                                                      • To date in 2009, new product levels way down from 2008 proliferation
                                                                                                                                                                                        • Figure 32: Number of new product launches in U.S. beer, 2004-09
                                                                                                                                                                                      • Innovation could brighten the future of light imports
                                                                                                                                                                                        • Modelo Especial introduces draft beer and 18-can packaging
                                                                                                                                                                                          • Samuel Adams, German brewery team for beer
                                                                                                                                                                                            • Corona Extra and Corona Light introduce new 24oz single-serve can
                                                                                                                                                                                              • Food scientists work to extend shelf life of imports
                                                                                                                                                                                                • Potential shelf-life improvements—a game changer for imported brews
                                                                                                                                                                                                • Advertising and Promotion

                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                    • Beer marketing budget up while that of wine and spirits down
                                                                                                                                                                                                      • Figure 33: Advertising expenditure, alcoholic beverages, by sector, 2004-08
                                                                                                                                                                                                    • Three companies accounted for approximately 75% of 2008 adspend
                                                                                                                                                                                                      • Figure 34: Advertising expenditure on beer, by imported brewer and imported brand, 2007 and 2008
                                                                                                                                                                                                    • Heineken USA
                                                                                                                                                                                                      • Hispanic-targeted brands: change in Tecate ad tagline and increased budget behind Dos Equis
                                                                                                                                                                                                        • Heineken USA 2009 holiday campaign suggests “Give in Good Taste”
                                                                                                                                                                                                          • Guinness
                                                                                                                                                                                                            • Global advertising campaign to celebrate the 250th anniversary
                                                                                                                                                                                                              • Guinness Stout touts “Fortune Favors the Bold” in new 2009 ad campaign
                                                                                                                                                                                                                • Corona Extra and Corona Light wish “feliz navidad” from the beach
                                                                                                                                                                                                                  • Crown Imports
                                                                                                                                                                                                                    • Modelo Especial
                                                                                                                                                                                                                      • Pacifico Beer unveils new packaging, ad campaign
                                                                                                                                                                                                                        • Television spots
                                                                                                                                                                                                                          • Stella Artois establishes its credibility while demonstrating the perfect pour
                                                                                                                                                                                                                            • Figure 35: Stella Artois, Bartender cleans glass, then holds, pours, and prepares it the right way: The Ritual, September 2009
                                                                                                                                                                                                                          • Beck’s unwilling to compromise
                                                                                                                                                                                                                            • Figure 36: Beck's, Woman wearing miniskirt & white go-go boots, March 2009
                                                                                                                                                                                                                          • Happiness is a walk-in cooler full of Heineken
                                                                                                                                                                                                                            • Figure 37: Heineken, women scream over friend's walk-in closet, men scream over walk-in cooler, March 2009
                                                                                                                                                                                                                          • Heineken’s star cameo with Eva makes for a memorable commercial
                                                                                                                                                                                                                            • Figure 38: Heineken, Two guys get seat upgrade next to Eva Longoria Parker / No LTBX, July 2009
                                                                                                                                                                                                                          • The Most Interesting Man in the World commercials feel episodic
                                                                                                                                                                                                                            • Figure 39: Dos Equis, Most Interesting Man in the World can disarm you with his looks and his hands, June 2009
                                                                                                                                                                                                                          • Corona Extra portrays real-life situation with humor and classic lime squeeze
                                                                                                                                                                                                                            • Figure 40: Corona Extra, Couple on beach, man watches woman as she passes by, September 2009
                                                                                                                                                                                                                          • Corona Light 15-second spot introduces 12oz slim tall can with trademark beach scene
                                                                                                                                                                                                                            • Figure 41: Corona Light, Ocean view turns into top of can, August 2009
                                                                                                                                                                                                                        • The Consumer: Beer Usage, Frequency of Use and Brands

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Incidence of drinking beer and other beverages
                                                                                                                                                                                                                              • Incidence of drinking imported beer remains stable, despite recession
                                                                                                                                                                                                                                  • Figure 42: Incidence of personal beer consumption, by type of beer, January 2005-March 2009
                                                                                                                                                                                                                                • Beer is the most popular alcoholic beverage in the U.S.
                                                                                                                                                                                                                                    • Figure 43: Trends in personal beer consumption versus other alcoholic beverages, 2004-09
                                                                                                                                                                                                                                  • Mature and elderly American less likely to drink beer
                                                                                                                                                                                                                                      • Figure 44: Beer consumption versus other alcoholic beverages, by age, February 2008-March 2009
                                                                                                                                                                                                                                    • Men and affluents key segments of the consumer market
                                                                                                                                                                                                                                        • Figure 45: Incidence of personal consumption of beer, by gender, age, household income, race/Hispanic origin, and region, February 2008-March 2009
                                                                                                                                                                                                                                      • Imported beer consumption: regular vs. light
                                                                                                                                                                                                                                          • Figure 46: Incidence of personal consumption of regular vs light/low-calorie beer, by gender, age, household income, race/Hispanic origin, and region, February 2008-March 2009
                                                                                                                                                                                                                                        • Frequency of drinking beer
                                                                                                                                                                                                                                          • Frequency of import drinking remains flat during recession
                                                                                                                                                                                                                                              • Figure 47: Frequency of drinking different types of beer, January 2005-March 2009
                                                                                                                                                                                                                                            • Young adults, men, and Hispanics tend to drink more per month
                                                                                                                                                                                                                                              • Figure 48: Frequency of drinking different types of beer, by gender, age, household income, race/Hispanic origin, and region, February 2008-March 2009
                                                                                                                                                                                                                                            • Imported beer consumption by brand
                                                                                                                                                                                                                                              • Women more likely to prefer light-tasting, Mexican brands
                                                                                                                                                                                                                                                  • Figure 49: Top imported and top light imported beer brands, by incidence of consumption, by gender, February 2008-March 2009
                                                                                                                                                                                                                                                • Affluents more likely to prefer stout
                                                                                                                                                                                                                                                    • Figure 50: Top imported and top light imported beer brands, by incidence of consumption, by household income, February 2008-March 2009
                                                                                                                                                                                                                                                • Beer Preferences: Domestic vs. Imported

                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                    • Women somewhat more likely to prefer imports over domestic
                                                                                                                                                                                                                                                      • Figure 51: Domestic vs. imported beer preference, by gender, August 2009
                                                                                                                                                                                                                                                    • Young adults more likely than older counterparts to drink imports
                                                                                                                                                                                                                                                      • Figure 52: Domestic vs. imported beer preference, by age, August 2009
                                                                                                                                                                                                                                                  • Loyalty to Types and Brands of Beer

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Affluents somewhat more likely to experiment with new brands
                                                                                                                                                                                                                                                        • Figure 53: Brand loyalty, by household income, August 2009
                                                                                                                                                                                                                                                      • Affluents open to new types
                                                                                                                                                                                                                                                        • Figure 54: Preference for drinking different types of beer, by household income, August 2009
                                                                                                                                                                                                                                                      • Boomers tend to be less adventurous than young adults
                                                                                                                                                                                                                                                        • Figure 55: Preference for drinking different types of beer, by age, August 2009
                                                                                                                                                                                                                                                    • Most Desired Attributes in Beer

                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                        • Women more likely to prefer light beers and flavored varieties
                                                                                                                                                                                                                                                          • Figure 56: Importance of various beer attributes, by gender, August 2009
                                                                                                                                                                                                                                                        • Affluents somewhat more likely to prefer full and exotic flavors
                                                                                                                                                                                                                                                          • Figure 57: Importance of various beer attributes, by household income, August 2009
                                                                                                                                                                                                                                                      • Incidence and Reasons for Drinking More or Less Beer

                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                          • Young adults and affluents more likely to increase consumption, despite recession
                                                                                                                                                                                                                                                            • Figure 58: Incidence of consuming more or less beer compared to a year ago, by age, August 2009
                                                                                                                                                                                                                                                            • Figure 59: Incidence of consuming more or less beer compared to a year ago, by household income, August 2009
                                                                                                                                                                                                                                                          • New flavors and craft beers can drive increase in beer consumption
                                                                                                                                                                                                                                                            • Figure 60: Reasons for drinking more beer compared to a year ago, by age, August 2009
                                                                                                                                                                                                                                                          • Cost is the primary driver of decreased consumption
                                                                                                                                                                                                                                                            • Figure 61: Reasons for drinking less beer compared to a year ago, by household income, August 2009
                                                                                                                                                                                                                                                        • Choice of Retail Channels to Purchase Beer

                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                            • Young adults more likely to shop across channels, including discount
                                                                                                                                                                                                                                                              • Figure 62: Choice of retail channels to purchase beer, by age, August 2009
                                                                                                                                                                                                                                                          • Beer-purchasing Habits and Influence of Recession

                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                              • About one in three drink less due to recession
                                                                                                                                                                                                                                                                • Figure 63: Beer-purchasing habits and influence of recession, by age, August 2009
                                                                                                                                                                                                                                                            • Attitude towards Domestic and Imported Beer: A Comparison

                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                • Imported beer often viewed as expensive, but many enjoy the taste
                                                                                                                                                                                                                                                                    • Figure 64: Attitudes toward domestic vs. imported beer, by age, August 2009
                                                                                                                                                                                                                                                                • Imported Beer and BYOB Attitudes

                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                    • Social influence plays a key role in decisions of young adults
                                                                                                                                                                                                                                                                      • Figure 65: Attitude towards beer, by age, August 2009
                                                                                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                      • Black and Hispanic Americans more likely to report change in consumption
                                                                                                                                                                                                                                                                        • Figure 66: Incidence of consuming more or less beer compared to a year ago, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                      • Blacks and Latinos more likely to be very loyal to one brand
                                                                                                                                                                                                                                                                        • Figure 67: Brand loyalty, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                      • Brand choices are partly a reflection of heritage and culture
                                                                                                                                                                                                                                                                        • Figure 68: Top imported and top light imported beer brands, by incidence of consumption, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                                                                      • Light, crisp flavors somewhat more popular among whites
                                                                                                                                                                                                                                                                        • Figure 69: Brand loyalty, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                      • Minorities somewhat more likely to purchase in convenience channel
                                                                                                                                                                                                                                                                        • Figure 70: Choice of retail channels to purchase beer, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                      • Minorities somewhat more likely to report being influenced by social network
                                                                                                                                                                                                                                                                        • Figure 71: Attitude towards beer, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                                                                                                                        • Importers
                                                                                                                                                                                                                                                                          • Who they are
                                                                                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                                                                                              • Homies
                                                                                                                                                                                                                                                                                • Who they are
                                                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                                                    • Variers
                                                                                                                                                                                                                                                                                      • Who they are
                                                                                                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                                                                                                                            • Figure 72: Imported beer clusters, August 2009
                                                                                                                                                                                                                                                                                            • Figure 73: Domestic vs. imported beer preference, by imported beer clusters, August 2009
                                                                                                                                                                                                                                                                                            • Figure 74: Brand loyalty, by imported beer clusters, August 2009
                                                                                                                                                                                                                                                                                            • Figure 75: Beer-purchasing habits, by imported beer clusters, August 2009
                                                                                                                                                                                                                                                                                            • Figure 76: Attitude toward domestic vs. imported beer, by imported beer clusters, August 2009
                                                                                                                                                                                                                                                                                            • Figure 77: Attitude towards beer, by imported beer clusters, August 2009
                                                                                                                                                                                                                                                                                            • Figure 78: Craft beer attitudes and behaviors, by imported beer clusters, August 2009
                                                                                                                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                                                                                                                            • Figure 79: Imported beer clusters, by gender, August 2009
                                                                                                                                                                                                                                                                                            • Figure 80: Imported beer clusters, by age, August 2009
                                                                                                                                                                                                                                                                                            • Figure 81: Imported beer clusters, by household income, August 2009
                                                                                                                                                                                                                                                                                            • Figure 82: Imported beer clusters, by race, August 2009
                                                                                                                                                                                                                                                                                            • Figure 83: Imported beer clusters, by Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                                                                                                                            • Less acculturated Hispanics tend to prefer imported beer
                                                                                                                                                                                                                                                                                                • Figure 84: Incidence of beer consumption among Hispanics, by language spoken at home, February 2008-March 2009
                                                                                                                                                                                                                                                                                              • Domestic and imported beer drinkers look for different attributes
                                                                                                                                                                                                                                                                                                  • Figure 85: Importance of various beer attributes, by preference for different types of beer, August 2009
                                                                                                                                                                                                                                                                                                • Age has more influence on beer consumption among Asians and whites
                                                                                                                                                                                                                                                                                                  • Figure 86: Incidence of beer consumption, by age and race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                                                                                                                                • Use seasonal line extension and price promotions to compete with craft beers
                                                                                                                                                                                                                                                                                                    • Figure 87: Attitude towards craft beer, by preference for different types of beer, August 2009
                                                                                                                                                                                                                                                                                                • Appendix 1: Additional Age Comparisons

                                                                                                                                                                                                                                                                                                    • Figure 88: Top imported and top light imported beer brands, by incidence of consumption, by age, February 2008-March 2009
                                                                                                                                                                                                                                                                                                    • Figure 89: Brand loyalty, by age, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 90: Importance of various beer attributes, by age, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 91: Reasons for drinking less beer compared to a year ago, by age, August 2009
                                                                                                                                                                                                                                                                                                • Appendix 2: Additional Regional Comparisons

                                                                                                                                                                                                                                                                                                    • Figure 92: Domestic vs. imported beer preference, by region, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 93: Brand loyalty, by region, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 94: Preference for drinking different types of beer, by region, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 95: Importance of various beer attributes, by region, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 96: Incidence of consuming more or less beer compared to a year ago, by region, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 97: Beer-purchasing habits and influence of recession, by region, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 98: Craft beer attitudes and behaviors, by region, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 99: Attitude towards beer, by region, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 100: BYOB attitudes and behaviors, by region, August 2009
                                                                                                                                                                                                                                                                                                • Appendix 3: Additional Household Income Comparisons

                                                                                                                                                                                                                                                                                                    • Figure 101: Domestic vs. imported beer preference, by household income, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 102: Reasons for drinking more beer compared to a year ago, by household income, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 103: Beer-purchasing habits and influence of recession, by household income, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 104: Attitude toward domestic vs. imported beer, by household income, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 105: Attitude towards beer, by household income, August 2009
                                                                                                                                                                                                                                                                                                • Appendix 4: Additional Race/Hispanic Origin Comparisons

                                                                                                                                                                                                                                                                                                    • Figure 106: Domestic vs. imported beer preference, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 107: Preference for drinking different types of beer, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 108: Reasons for drinking more beer compared to a year ago, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 109: Reasons for drinking less beer compared to a year ago, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 110: Beer-purchasing habits and influence of recession, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 111: Attitude toward domestic vs. imported beer, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 112: BYOB attitudes and behaviors, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 113: Craft beer attitudes and behaviors, by race/Hispanic origin, August 2009
                                                                                                                                                                                                                                                                                                • Appendix 5: Additional Gender Comparisons

                                                                                                                                                                                                                                                                                                    • Figure 114: Beer consumption versus other alcoholic beverages, by gender, February 2008-March 2009
                                                                                                                                                                                                                                                                                                    • Figure 115: Brand loyalty, by gender, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 116: Preference for drinking different types of beer, by gender, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 117: Reasons for drinking less beer compared to a year ago, by gender, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 118: Incidence of consuming more or less beer compared to a year ago, by gender, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 119: Reasons for drinking more beer compared to a year ago, by gender, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 120: Beer-purchasing habits and influence of recession, by gender, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 121: Craft beer attitudes and behaviors, by gender, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 122: Attitude towards beer, by gender, August 2009
                                                                                                                                                                                                                                                                                                    • Figure 123: BYOB attitudes and behaviors, by gender, August 2009
                                                                                                                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                                                                                  • Anheuser Busch-InBev
                                                                                                                                                                                                                                                                                                  • Anheuser-Busch Companies Inc
                                                                                                                                                                                                                                                                                                  • Bass Brewers
                                                                                                                                                                                                                                                                                                  • Beer Institute (The)
                                                                                                                                                                                                                                                                                                  • BJ's Wholesale Club, Inc
                                                                                                                                                                                                                                                                                                  • Brewers’ Association of America (BAA)
                                                                                                                                                                                                                                                                                                  • CBS Corporation
                                                                                                                                                                                                                                                                                                  • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                                                                  • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                                  • D.G. Yuengling & Son, Inc.
                                                                                                                                                                                                                                                                                                  • Diageo North America
                                                                                                                                                                                                                                                                                                  • ESPN, Inc.
                                                                                                                                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                                                                                                                                  • Finlandia
                                                                                                                                                                                                                                                                                                  • FOX Broadcasting Company
                                                                                                                                                                                                                                                                                                  • Giant Eagle
                                                                                                                                                                                                                                                                                                  • Greenfield Online
                                                                                                                                                                                                                                                                                                  • Grupo Modelo S.A. de C.V.
                                                                                                                                                                                                                                                                                                  • Heineken USA Inc.
                                                                                                                                                                                                                                                                                                  • InBev USA
                                                                                                                                                                                                                                                                                                  • Labatt USA
                                                                                                                                                                                                                                                                                                  • Miller Brewing Company (USA)
                                                                                                                                                                                                                                                                                                  • MillerCoors LLC
                                                                                                                                                                                                                                                                                                  • Molson Coors (USA)
                                                                                                                                                                                                                                                                                                  • Molson Inc.
                                                                                                                                                                                                                                                                                                  • National Basketball Association
                                                                                                                                                                                                                                                                                                  • National Beer Wholesalers’ Association (NBWA)
                                                                                                                                                                                                                                                                                                  • National Broadcasting Company, Inc. (NBC)
                                                                                                                                                                                                                                                                                                  • National Football League Inc.
                                                                                                                                                                                                                                                                                                  • Pabst Brewing Company
                                                                                                                                                                                                                                                                                                  • Philip Morris USA Inc.
                                                                                                                                                                                                                                                                                                  • Reuters Group PLC
                                                                                                                                                                                                                                                                                                  • Saatchi & Saatchi
                                                                                                                                                                                                                                                                                                  • SABMiller PLC
                                                                                                                                                                                                                                                                                                  • Scottish & Newcastle Plc
                                                                                                                                                                                                                                                                                                  • Sheetz, Inc
                                                                                                                                                                                                                                                                                                  • Sierra Nevada Brewing Company
                                                                                                                                                                                                                                                                                                  • The Conference Board
                                                                                                                                                                                                                                                                                                  • Tsingtao Brewery
                                                                                                                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                  • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                                  • US Department of Commerce
                                                                                                                                                                                                                                                                                                  • Walgreen Co
                                                                                                                                                                                                                                                                                                  • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                  • Whole Foods Market Inc

                                                                                                                                                                                                                                                                                                  Imported Beer - US - December 2009

                                                                                                                                                                                                                                                                                                  US $3,995.00 (Excl.Tax)