Beer Marketer's Insights
Beer Pricing Healthier Than Wine/Spirits
“Beck’s North America, under the direction and leadership of John Lennon, will continue to operate as a fully independent stand-alone operation with complete decision-making authority…. Any future decisions concerning BNA and the Beck’s Brand Family will not take place before” 1st qtr of 2003,” Interbrew COO Jerry Fowden wrote. There will be “significant increase in marketing” in 2d half 2002 and a new ad campaign, plus “several great promotions,” Jerry added. The “longer term decision regarding integration of Beck’s in the USA” is “now before the courts.”
AB "On Projection" Sez Prexy Pat
Here are 2d qtr stats so far: Domestic brewers’ taxpaid shipments up just 150,000 bbls, 0.3% in 2d qtr, including 250,000-bbl, 1.4% dropoff in Jun estimated by Matt Hein at Beer Inst. But taxpaids still up 850,000 bbls, 0.9% for 6 mos. Miller’s 2d-qtr domestic shipments off nearly 300,000 bbls, 2.5%, despite malternative intros. Its intl biz up 15% tho. Miller down slightly for 6 mos. Boston announced 61,000-bbl, 21% shipments jump in 2d qtr as Sam Light rolled out in many mkts. Up 75,000 bbls, 13.6% Jan-Jun. More details on each in Beer Marketer’s INSIGHTS.
Molson Down 4% in US in 2d Qtr
City Survivin’, Makin’ $$$
Upbeat profile of City Brewing, which operates old Heileman flagship plant in La Crosse WI, in Mil Jnl Sentinel. Recall City was created in late 99, and is run by several ex-Heileman execs, including Randy Smith, Heileman’s genl counsel now City prexy. It quickly ran into trouble and nearly closed less than a yr later. Got new life with local money. Now volume growin’ and City has been “cash flow positive since late 4th qtr 2001,” sez mktg/sales director Jon Reynolds. City was in right place at right time as it scored contract to produce Arizona Iced Tea, then picked up Smirnoff Ice, Mike’s Hard, Captain Morgan, and other brands. Even brews 4 Pabst brands, and just picked up biz from recently shuttered Minnesota Brewing. City on tap to produce 1.2-1.5 mil bbls this yr, including about 40,000 bbls of its own brands (up from 25,000 in 2001).
Modelo Exports Up 5% in 2d Qtr
Revised Beck’s Numbers
Beck’s North America sold 743,000 bbls in 2001, up 0.5% from 2000, according to court papers. Tho INSIGHTS got trend right in earlier estimate, total lots less than we estimated. Turns out that Beck’s North America off 5% in 2000. Even while rollout of Beck’s Light reached 48,000 bbls (up 27,000 bbls), flagship brand dropped 66,000 bbls, 10% to 571,000 bbls. In 2001, flagship brand bounced back, up 4%, but Beck’s Light off 43%. Beck’s Dark even at about 70,000 bbls in 2001, but took double-digit hit too in 2000. Here’s total Beck’s North America for last few yrs: 750,000 bbls, in 98, 781,000 bbls in 99, 739,000 bbls in 2000 and 743,000 bbls in 2001.
AB spending about flat in 2001, sez AB. CMR data showed 7% decline, but while CMR?s numbers for network and spot tv are mostly accurate, CMR doesn?t catch lotsa local radio, stadium signage and outdoor ads, sez AB. (Other suppliers have said the same.) AB dominates those areas and spent lots extra there in non-Olympics yr 2001. Means CMR also misses lotsa distribs? cents per case expenditures which are local. CMR reported AB total spending of $328 mil; around $150 mil low as AB total spending near $500 mil. (CMR doesn?t track stadium signs.)

