Beer Marketer's Insights
The Next Date to Watch
Great Start to Q2
Good News, Bad News in Northeast
Turns out 2001 was best growth year for the beer biz in Mid-Atlantic region in over a decade. NY posted a 540,000-bbl, 5.3% increase. In NJ, shipments were up 3.4%, and Pennsy’s growth rate doubled in 2001 to 1.7%. Yet even with gains in 2000-2001, Mid-Atlantic shipments still down 1.5 mil bbls, 6% for 10 years. Likewise, shipments to New Eng increased 2%+ for the 1st time in over 10 yrs. Each state up 1% or more: up 3%+ in ME and RI, and the growth pace in Mass just below 2%. Conn up in 2001, but just made up 2000 loss. Long-term, New Eng shipments in 2001 still just even with 91.
Corona Light to Get $10-Mil Ad Push
“We’re going after the big fish,” Gambrinus director Don Mann told Ad Age. “Corona Light can have the same appeal [for] domestic light beer drinkers that Corona has had versus regular beer drinkers." In Gambrinus territory, Corona Light 7% of volume but will get 20% of this yr’s mktg. Barton is not doing separate Corona Light campaign. Corona Light shipped 420,000 bbls in US in 2001.
Imports Up 6% in 1st Qtr
Miller STRs Off 2.6% in 1st Qtr
To get preliminary injunction against Labatt USA, FEMSA had to meet tuff standard of “irreparable harm,” harm that could not just be compensated by money damages. US judge ruled FEMSA entitled to its injunction because “there has been a breach of the agreement” by Interbrew against FEMSA in their Labatt USA arm (70% owned by Interbrew, 30% by FEMSA). He relied on recent case that said “denial of bargained-for minority rights” in and of itself constitutes “irreparable harm.” Judge ruled there had to be some agreement between Beck’s and LUSA to combine bizzes (Interbrew denied there was agreement), and that triggered clause that apparently gives FEMSA veto power. At Apr 25 LUSA board meeting, Interbrew decided to proceed with integration tho FEMSA execs on board voted against.
Interestingly, judge anticipated appeal and said that if “mere denial” of FEMSA's minority rights weren’t enuf, he would have ruled against injunction because FEMSA didn’t prove “irreparable harm” to its biz going forward. Perhaps that’s why Interbrew spokesman referred to decision as “wisdom of Solomon,” even tho it lost. “We will promptly appeal,” Interbrew ceo Hugo Powell said. “We won’t get all the synergies we were looking forward to” said yet another Interbrew exec. Interbrew said it "would likely have to wait about 3 months to resolve the dispute," reported Reuters. Lots more in Beer Marketer’s INSIGHTS.
Wow!!! This afternoon, US Dist Ct Judge Martin granted FEMSA tuff-to-get preliminary injunction in its lawsuit to stop Beck’s integration into Labatt USA. LUSA had already started putting the companies together. “We’re disappointed and we’re looking at our options,” Labatt USA prexy Steve Cahillane told INSIGHTS at hearing. Right now, no further steps can be taken to integrate Beck’s into Labatt USA for 30 days. Expect appeal. That ain’t best way to start peak-selling season. More details tomorrow.
Beer Losing Out To Wine/Spirits Around Globe
Potential FEMSA Fallout
Fed court’s decision to put on hold Labatt USA’s integration of Beck’s is “major positive” for FEMSA, wrote longtime Bear Stearns Latin American bev analyst Carlos Laboy. Why’s that? FEMSA got “vital leverage for regaining some control” over its US biz, he sez. Ain’t over yet, and Interbrew could win on appeal, but Carlos thinks with new leverage FEMSA might be able to buy back Interbrew’s 30% share of FEMSA, end the relationship in US, get more control over ad spending, promos etc, a separate sales force for its brands and/or better profit split. As result of any/all of these, FEMSA’s US volume could grow faster, he added. If FEMSA shakes free of LUSA, where may it go? Coors is “best candidate,” in Carlos’ eyes, but Heineken a possibility too.

