Beer Marketer's Insights - Power of AB/BeatBox Combo in NIQ Analysis by BWC: #3 In Flavor YTD, #1 High ABV Flavor for 13 Weeks

Total flavored alc bev sales (malt bev, wine, spirits, cider) up 3.2% yr-to-date thru 11/8 in NIQ data shared by Dan Wandel, veep and chief strategy officer of Bump Williams Consulting. Dan's old co, Mark Anthony, is still #1 in flavor, tho it's off slightly (-1.3%). MAB got 24 share of flavor, down 1.1 share. Boston Beer is #2, down 3.5% and 1.2 share to 17. And yr-to-date, Gallo is #3, up 4.4% and 0.1 share to 7.2. Those 3 players are almost half of the flavor segment. But potential ABI/BeatBox deal (in works for $700 mil, wrote WSJ) would create powerful new #3 player. AB is currently #5 at 6.4 share, up 20%. And it gained 0.9 share. BeatBox, currently #8 at 2.6 share, up 36% and gained 0.6 share. Combined ABI + BeatBox would be up 24% and 1.5 share, jumping ahead of Gallo and Sazerac to #3 in flavor with 9 share of segment.Interestingly the biggest share gainer in flavor would still be Sazerac, up 34% and 1.6 share to 6.8, fueled by BuzzBallz. It's currently #4 but would drop to #5 if BeatBox deal goes thru. Diageo is #6 with 6.2 share and $$ up 1%. But Molson Coors is a distant #7, with 4 share and $$ sales down 18.8%. Lost 1.1 share. Stateside and Geloso round out top 10. Stateside is more than doubling, up 131%, but still comparatively small in tracked channels. It jumped 0.8 share to 1.9, just behind Geloso at 2.0.Strength of AB/BeatBox combo even more evident looking at High ABV (over 8%) flavor subsegment. Sazerac is #1 with 19.2 share yr-to-date, Mark Anthony is #2 at 17.5 share. AB is #3 at 11.2 share, BeatBox #4 at 7.5 share. The 2 gained 3.1 share yr-to-date and would be ahead of Mark Anthony, a new #2.But look at what's happened in last 13 weeks, since Cutwater sales took off. For last 13 weeks, AB high ABV flavored $$ sales almost doubled, up 92%. It jumped 5.4 share to 14.5. And BeatBox still up 28.5% and gained 0.4 share to 7.7. Combined you get a new #1 in high ABV: ABI and BeatBox together would be up 64% for 13 weeks, gaining 5.8 share to 22.2, about 4 points ahead of Sazerac.

Power of AB/BeatBox Combo in NIQ Analysis by BWC: #3 In Flavor YTD, #1 High ABV Flavor for 13 Weeks

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