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INSIGHTS Express

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INSIGHTS Express is designed for busy beer execs who want faster news and more info. Available via fax or email (your choice), INSIGHTS Express delivers subscribers breaking news, key numbers, pithy quotes, and other interesting info 2X a week. That's over 100 issues each year.

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Smirnoff Ice up 216% and got 44 share of malternatives thru Mar 24 in supers, sez IRI (doesn?t include coolers). Mike?s at 15 share of segment and up 36% yr-to-date. Bacardi Silver at 7 share and #4 brand with just a few weeks of data. (No SKYY Blue data yet.). So segment up about 50%, but 3 brands were 2/3 of segment. Other older brands getting creamed: Zima (#3) down 23%, Tequiza down 25%, Doc?s down 31%, Zima Citrus down 31%, Hooper?s Hooch Hard Orange down 39% and Rick?s Spiked down 55%. All those brands in top 10, but Rick?s and Hooch also have growing line extensions.

Publishing Info

  • Year 2002
  • Volume 4
  • Issue # 15
As Boston Beer rolls out Sam Adams Light, it will be spending heavily on mktg, (the ?bulk? of it on Light, sez ceo Jim Koch ), radically changing its biz model. So far, Boston Beer selling more beer but makin? less $$ in 2002. In 1st qtr, Boston Beer shipments up 14,000 bbls, 5.4%, but oper income down $3.4 mil, 64% as ad, selling and promo expenses up $6.5 mil, 42%. Shipments and orders so far suggest about a 20% jump in Apr-May, Boston said. Sam Adams Light only in New Eng and some test mkts, but resulted in avg of 30% incremental growth in those mkts, according to prexy Martin Roper. Boston Beer expects to be up 10-20% for full yr 2002; it said.

Publishing Info

  • Year 2002
  • Volume 4
  • Issue # 16
They?ll try ?em but they don?t really care for ?em much, sez very interesting new research from Morgan Stanley?s Bill Pecoriello. Morgan Stanley conducted focus groups of NYC guys 21-25 who drank imports or drank light beers and a 3d group of guys who tended bar in NYC. ?The perception that malternatives are inferior to real spirits, [their] feminine image, low ?drinkability, ?flash in the pan? stigma? all are factors that undermine repeats among the guys we talked to,? wrote Bill. Tho ?strength of the spirits' brands, distinctive packaging and media investment? will generate trial, even trial get-ting dicier now because of ?the ?me-too? halo, the lack of real spirits, feminine image and bartenders? ?not-at-my-bar? attitude.? In an earlier survey of 1300 consumers, 5% of beer users were ?adopters? of malternatives (meaning they would use 'em at least occasionally) and 60% of those were female. To meet very aggressive growth targets, sez Bill, malternatives will need more young male adopters.

Publishing Info

  • Year 2002
  • Volume 4
  • Issue # 17
An emerging theme: more folks are sayin? there?s opportunity for smaller all-other distribs because big consolidated distrib can?t effectively handle all suppliers? brands. ?We are beginning to see a re-energizing of the ?all other? third wholesaler in the market,? Calif consultant Roger Han-ney recently wrote. ?Without question,? he added, ?it is difficult (if not impossible) for a mega-brand whole-saler to devote time and attention to brands?good brands?that don?t generate significant sales. They are lost in the shuffle.? So all-others guys with ?vision and?acumen are now licking their chops at the prospects of snagging some of the good brands that will inevitably become available.? In fact, some big guys ?smartly set up an ?all other? house as a competitive hedge against the loss of key brands years ago.? Finally, ?at least one forward-thinking mega wholesaler is now considering the same.? Who dat?

Publishing Info

  • Year 2002
  • Volume 4
  • Issue # 18
Joint Committee of the States, which represents regulators from control states and open states, ?unanimously voted to indicate its support for the direction? BATF is taking to "correctly" reclassify malternatives. Aug 6 letter to BATF noted that ?because of the high volume of alcohol-based flavors in the flavored malt beverages, some states will be forced to either change their statutes or change the current taxation and distribution policies and treat these products as spirits.? Urged BATF to move ?as quickly as possible.? JCS also supports ?mandatory alcohol content labeling? for all malt bevs.

Publishing Info

  • Year 2002
  • Volume 4
  • Issue # 42
Remember 1st Maris lawsuit, Fed Court trial that largely revolved around whether AB?s ban of public ownership in equity agreement was antitrust violation. Back in Sep 2000, District Court jury upheld AB view that it?s not anti-competitive. Maris appealed (and won its state lawsuit on different issues in interim). US Appeals Court just ruled District Court did not err by granting "directed verdict" in favor of AB on question of whether it had mkt power. Reason: relevant mkt for analysis is ownership of beer distribs: AB share in that mkt less than 3%. Maris tried to argue that AB?s 48 share of beer mkt should be included. But judges ruled: ?Maris has not identified a valid economic reason why Anheuser Busch?s alleged market power in the beer market should create market power in the different market for the purchase and sale of equity ownership in beer distributorships.? As for state trial, 1 yr later, ?Marises haven?t collected a nickel,? said Maris atty Madison McCellan in early Aug. Could be 6 mos or more before state ase ?works its way through the appellate courts? wrote Gainesville Sun.

Publishing Info

  • Year 2002
  • Volume 4
  • Issue # 43