AB’s c-store challenge (see INSIGHTS vol 38, no 9) exacerbated during peak selling season as Bud family softened further and even Bud Light lost share over summer. Only 4 of top 25 brands in c-stores lost more than 0.1 share of $$ for 12 weeks thru 9/8, according to ACNielsen. Three were in Bud family. Tho Bud Light held its enormous 25.8 share of c-store $$ yr-to-date, it lost 0.3 share of $$ as volume flattened out last 12 weeks. Meanwhile, brand Bud lost 0.8 share and Bud Select 0.3 share (with declines nearing 25%) for 12 weeks. Tote ‘em up and industry’s leading brand family with almost 40 share of c-store $$ sales dropped 1.4 share. In all, AB down 1.2 share to 58 for 12 weeks. Other than Bud family, AB actually gained 0.2 share, led by solid gains for Natural Ice, Michelob Ultra ($$ up 13% for 4 weeks) and Bud Ice.
Miller, Coors and imports each gained 0.4 share last 12 weeks. Tho Miller gained 0.4 of $$, Lite down 0.1 share, Gen Draft lost 0.2 share, Mil Best/Mil Best Ice each down 0.1. High Life gained 0.1 (and up double-digits). Still, Miller’s growth driven by Chill. For Coors, Coors Light led way with 0.3 $$ share gain, sales up 7%. But Keystone Light up 17% and 0.2 share, Blue Moon up 85%. Imports got 6.6% $$ sales gain for 12 weeks in c-stores and gained 0.4 share to 11.2. That’s almost 7x the size of craft beers, which had spectacular 27% growth rate in c-stores, but grabbed just 1.5 share of $$, up 0.3.
A few other key brand winners among top 25 were imports and surprisingly, malt liquors. Modelo Especial $$ sales jumped 38% for 12 weeks and it gained 0.2 share of $$, while Tecate up 22% and 0.1 share. Compare to Corona, which merely held share and Heineken down 0.1. HPL $$ up 10% in c-stores for 12 weeks and it held share at still small 0.3. Interestingly, Olde English flying in c-stores over summer. $$ sales up 26% for 12 weeks. And Steel Reserve strong too: up 17.5%. Another brand hotting up in c-stores: Coors Banquet $$ sales up 12% for 4 weeks, 6% for 12 weeks, compared to just flat yr-to-date.
Summer in C-Stores: Bud Family Lost 1.4 Share of $$ For 12 Wks; Coors, Miller, Imports Up
Publishing Info
- Newsletter: Beer Marketer's INSIGHTS
- Published: 09/23/2007
- Volume: 38
- Issue #: 17