Top 25 growth brands in US beer biz (by $$) totally dominated by hi-end, with 10 imports and 8 flavored brands as consultant Bump Williams noted in his monthly update. Each of top 8 and 21 of top 25 are hi-end. Top 2 growth brands, Mich Ultra and Modelo Especial, each up around 25% and gained a half bil in $$ sales between ‘em. Wow! Corona the only other brand that gained more than $100 mil in $$ sales; up $150 mil, 9.7%. Notable that total beer biz gained $916 mil, 2.7%. So those 3 brands grew over 70% of what total industry gained.
Ten of top 25 growth brands were imports; Stella at #5, up 15%. But 8 of those 10 imports were Mexican imports, including 5 from Constellation. Modelo Especial Chelada at #11 (up 34%), Corona Light at #13 (up 8.2%) and Pacifico #23 (up 20%). Also on list, Dos Equis Lager at #12, Tecate Light #19 (up 28%). Heineken $$ sales up $15.6 mil, 2% in IRI, about same $$ as Pacifico (+20%), good enuf to be #22 on list.
Hard-to-cycle FMB category got 5 of top 10 gainers, 8 of top 25: Henry’s Hard Soda was #4 growth brand, Best Damn Root Beer #6, Four Loko Gold #7 (!), Lemon Ade Rita (#8), good ole’ Twisted Tea #10. Only Twisted Tea a repeater. How many of these brands will make a return trip? Interesting to note that top FMB co Mike’s does not have 1 of top 25 growth brands, but got solid 10% growth overall.
Craft got just 3 of top 25 growth brands: New Belgium’s new Citradelic (#20), Goose Island IPA (#21) and Firestone Walker 805 (#25). Bump called this “likely a testament to the ‘deeper bench’ that the craft segment has compared to other segments.” Two other new brands on list. Both from AB: Estrella Jalisco and Best Damn Cherry Cola. Coors Light and Miller Lite both got on list by virtue of their sheer size. Each had $$ sales up 1%, while volume down slightly, but that was enuf to get Coors Light into top 10 gainers (#9) and Miller Lite at #16. Yuengling Lager the only domestic premium on list.