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Beer Marketer's INSIGHTS

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Beer Marketer's INSIGHTS, our flagship newsletter, is published 23X a year. For the last 38 years, it has frequently been the first and often only publication to report the most important beer industry facts, trends, and insights. Each issue features four info-packed pages. Inside, you'll find the latest news and numbers about the US beer business, with a special focus on exclusive articles and analysis. Readers of Beer Marketer's INSIGHTS get the info necessary to stay abreast of the latest industry events, and the understanding of those events. Here's just a small sampling of what you'll find inside:

Beer Marketer's INSIGHTS is written by the most experienced and knowledgeable staff serving the industry. More execs keep up-to-date by reading Beer Marketer's INSIGHTS than any other beer industry publication.

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For top players and top brands, 2016 looked a lot more like 2015 than AB, MC and HUSA wanted and just like Constellation planned.  AB made progress in reducing share erosion of its overall position, but not much, according to Nielsen all outlet scans.  Bud Light/Bud share trends virtually the same.  Good news for AB: Mich Ultra bettered its 2015 share gains last yr and offset Bud Light losses.  MC lost same volume share, a little less $$ share in 2016 than 2015.  Coors Light and Miller Lite outperformed Bud Light, but their overall share trends varied little from 2015.  Meanwhile, Constellation stepped up its share gains, thanks in great part to Modelo Especial. HUSA hangin’ in share-wise.  Most dramatic change in table: craft volume share gain slowed to 0.1 in 2016 from 0.7 in 2015.

Publishing Info

  • Year 2017
  • Volume 48
  • Issue # 3
Varied results for the top 10 beer brands in 2016: some continued declines among the top 4, while a handful of fast-growing high-end brands grew solidly. Read on for an excerpt on the top 10's performance, published in out flagship publication, beer marketer's INSIGHTS, last week, and the rankings based on our estimates.   Big Michelob Ultra, Modelo Especial and Corona Gains Pull Top 10 Brands Positive in 2016 After losing volume collectively every yr since 2008, industry's top-10 brands eked out modest gain in 2016, we estimate. That's thanks to outsized gains by 3 hi-end brands: Corona Extra, Michelob Ultra and Modelo Especial. Those brands up over 2.6 mil bbls between 'em, we estimate, and offset continued losses by top 4 premium mainstream brands and net decline for top 3 AB below-premium brands. With tiny gain, top 10 brands held share in 2016, tho top 10's share eroded by 10 pts over last decade. Bud Light shed another 1.2 mil bbls, 3.4%, we estimate. New ad campaign didn't move volume needle, on-premise stayed tuff and some Bud Light volume shifting to Michelob Ultra. Bud Light now nearly 7 mil bbls, 3 share below 2008 peak, when it shipped over…

Publishing Info

  • Year 2017
  • Volume 48
  • Issue # 2
Not the way anyone wanted to close out 2016 off-premise.  But volume dipped 3.1%, $$ sales -2.2% in IRI multi-outlet + convenience for 4 wks thru Christmas Day.  That made Q4 volume basically flat, $$ up just 1.5%.  Volume softened pretty much across the board (key segments, top players, brands, etc) in closing mo.  But one trend really intensified in Dec: softer pricing.  In Q4, avg price for beer in MULC up 32 cents/case, 1.4%, already well below 52-wk avg price increase of 50 cents/case 2.2%.  In Dec, avg price up just 21 cents/case less than 1%.  Subpremiums led downward pressure, with avg prices off about nickel/case for 4 and 12 wks.  But FMB pricing off about a dime/case in Dec too and premiums up less than a dime/case, just 0.4%.  Yet it sure doesn’t look like softer pricing drove any kind of overall volume pop.  Subpremiums -1.1% for 12 wks, slightly better than -1.6% trend for full yr. Even craft prices, up about a buck/case for the yr, rose just 41 cents/case in Dec.  Key trends in Q4. Import and superpremium volume stayed pretty strong: each up 7%, pretty much in line with 2016 trends.  Craft up less than…

Publishing Info

  • Year 2016
  • Volume 48
  • Issue # 1
Last mo, we highlighted tuff trends for almost all big suppliers for 3, 9 and 12 mos thru Sep. Table below shows IRI multi-outlet + convenience volume trends yr-to-date thru Oct 30 for top 10-selling mainstream domestic brands (premium/economy) and top 10 craft brands (our definition, excluding Blue Moon, Shock Top, Leinie). Rank is based on $$ sales YTD. Not quite as many minus signs as for top suppliers. But only 2 of top 10 mainstream brands up this yr and only 4 top craft brands up. And two of those craft gainers up less than 2%. Collectively, top 10 mainstream brands actually outperforming top 10 craft, trendwise. Big mainstream brands down over 11 mil cases collectively; trend is -1.5%. Top 10 crafts off more like 700K cases, but decline steeper at -3.6%.  Every top 10 mainstream brand is AB or MC product. Coors Light and Miller Lite, each down very slightly YTD, clearly outperformed Bud Light this yr and thus gained share of premium light. Bud slowed in recent mos and off near 4%. AB's got 2 below premium gainers (Busch Light and Bud Ice) and Busch near even. So while MC outperforming in premium light, AB outperforming below…

Publishing Info

  • Year 2016
  • Volume 47
  • Issue # 23
Not very many notable beer distrib transactions popped in 1st half but 2d half started with a bang. Frank Liquor, parent co of Frank Beer Dist and La Crosse Bev, will buy Beer Capitol, the state's largest beer distrib at around 9.5 mil cases. When that transaction completed around Oct 1, Frank will sell 17 mil cases of beer, over 25% of beer volume in state, and have almost 750 employees. Frank sez it will be one of top 20 US beer distribs. It will also be MC's largest distrib in its highest share state (40 share) selling 11 mil cases of MC brands. That's over 40% of MC biz in state (27 mil cases last yr). On top of it, Frank reportedly will sell about 1.3 mil cases of Constellation and about 1 mil of New Glarus too. Frank is a 4th generation family biz in Madison that sells beer, wine and spirits across big swath of geography in state. Beer Capitol owner Aldo Madrigrano is current MC distrib council chairman, former NBWA chair, one of the more outgoing and visible beer distribs. Not often that a sitting council chair sells. MC had tuff time in Wisc in recent…

Publishing Info

  • Year 2016
  • Volume 47
  • Issue # 13
The high end is still where growth's at in beer and indeed alc bevs as talks by AB's High End mktg veep Andy Goeler and Constellation Brands wine prexy Marty Birkel underscored at North Carolina beer and wine distribs meeting this week. AB has bought 8 craft brewers, selling somewhere between 800K and 1 mil bbls (Andy used both #s, could be 2 different yrs). AB's High End Unit has 200 employees, about 150 salespeople and all are Cicerone trained, said Andy, "spreading the gospel of beer." This is "amazing time for beer," Andy said, with "new vibrancy" based on beer's "unmatched flavor potential," that is both "more versatile than wine" and "complex as liquor." Andy pointed to recent bottle of Goose Island's Madame Rose on sale at Chi restaurant the Publican for $55, like a fine wine. Beer biz has to "elevate the prestige of beer" and "continue building brands." Andy's talk also had somewhat surprising focus on disruption. Andy detailed disruptions wrought by Uber on taxis, cutting value of NYC medallions in half in 5 yrs, and Air B n B on hotels. Uber has mkt cap of $50 bil, Air B'n'B $25 bil. AB clearly paying very…

Publishing Info

  • Year 2016
  • Volume 47
  • Issue # 12
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