Beer Marketer's Insights
Stock Trends
Direct Shipping Wars "Far From Over"
9 of Top-100 UPCs in Supers Are Beer
All Others, that is brewers and importers below top 4, did even better in group of states where data not reported individually. Grabbed another 2 share in 2001, continuing strong ascent. (Non-reporting states include corridor of East coast states where imports do especially well: Conn, NY, NJ, Pennsy, Del, Md, Va, NC and DC, plus Ky, Alas and exports. About 1 share of gain comes from including Molson in All Others in 2001, instead of Miller.) Since 96, All Others have gained 7 share to 23.4 while total mkt stayed flat. So All Others got 1/3 of their US total in 10 non-reporting states and exports that were 50.3 mil bbls in 2001, about 1/4 of volume. Gained 1 mil bbls, 9.5% in 2001 in 10 non-reporting states, DC and exports, while total mkt dipped slightly. After yrs of declines in this group, AB up just slightly in 01. It gained 0.3 share to 39.4. AB gained almost no share in this group of states over last 5 yrs (at 39.0 in 96). Meanwhile, Miller off 640,000 bbls, 7.5% in 2001, but a good chunk of that was Molson brands it sold in 2000 (especially in NY) but not in 2001. Amounted to almost 1/3 of Miller’s natl drop. Miller at 15.7 share in this group, down 3 in last 5 yrs. Coors passed Miller by dropping less in region. Off 2% after yrs of growth, but still shipped 7.9 mil bbls, almost 40% of its volume in this group. And Pabst dropped 540,000 bbls, 16% in these states and exports; fell to under 6 share.
AB Exclusivity Closing in on 2/3
End of an Era, Beginning of an Era
Still Tuned In to Beer Ads
Folks watchin’ TV shows on personal video recorders zipped past commercials 71% of time, according to survey CNW Marketing Research. That’s no shock, but gotta note beer ads skipped just 33% of the time, one of lowest tune-out rates.
.08 Closer in Conn; Slippery Slope in UK
Defending Their Turf
Fun situation with baseball All-Star game in Milwaukee. AB is official league sponsor but shut out of Miller Park. AB brands served at “Bud World” in stadium parking lot for 3 days leading up to tonight’s game. AB also held “official” block party but Miller secured better venue for its party that has “roughly twice as many restaurants and taverns,” wrote Milwaukee Jnl. “Miller’s just running scared… They’re dropping absurd amounts of money to keep what they have,” AB distrib told the Jnl. Miller countered: “This is our town…Do you think they’d give us an inch in St. Louis? I can tell you the answer is ‘no’.”
Top Importers Rollin’ in Fla
YTD thru Apr, Gambrinus (4.3 share in 3d-biggest US mkt) up 10%, Heineken (4 share) +20%, Guinness (2.2 share) +43%. Meanwhile, AB +1%, Miller and Coors each eked out 0.4% gains.

