Beer Marketer's Insights
AB/Coors Distrib Deal in Wash
And you thought imports were big in S. Calif supers. Imports have hefty 38 share of dollar sales in NY metro mkt, up 0.2 share YTD thru Aug 11 and just 3.5 share behind premium segment, which lost 1.3 share. Total beer biz healthy in NY metro supermkts too, according to IRI (supers small % of biz here). Total volume up 4% YTD; $$ sales up 7.6%. AB built dollar sales 7% but share down 0.1 to 31.5. But AB’s case share up 0.2 to 39.4. Bud $$ sales flat, but Bud Light (just 1/4 of Bud volume in this mkt) flyin’: up 25%. Just a half-share of $$ sales separates Modelo, Coors and Heineken USA in NY metro supers. Modelo share even at 13.7, Coors off 0.1 at 13.3, Heineken up 0.8 to 13.2. Heineken $$ and volume each up 15% YTD. Miller a distant #5 in NY metro supers and slipping. $$ sales down 7%; volume off double-digits. Lost 0.9 share of $$ (to 5.2), 1.8 share of volume (to 6.3). Guinness jumped $$ sales 35%, picked up 0.9 share to 4.4.
Labatt USA Up 6% YTD
Ex-driver had sued AB’s Hudson Valley distrib Dutchess, claiming he was owed unpaid overtime for yrs 1986-1999 when he “regularly worked more than 40 hours per week,” according to court decision. But Dist Ct ruled and US Appeals Ct affirmed that driver covered under Fed transportation law, the “motor carrier exemption,” and that he “was not entitled to overtime compensation.” Interesting part of test of whether exemption applicable was whether Dutchess involved in interstate commerce. Fed ct ruled definitively that since Dutchess shipped empties/ recyclables out of NY, it was “part of flow of interstate commerce.” Didn’t determine whether fact that Dutchess gets beer from out-of-state, then distributes solely within NY makes biz interstate. According to decision, Dutchess grossed over $23 mil/yr 95-97, generally kept inventory “on-hand” between $2-2.2 mil.
Wine Biz Growing Pains
Pabst up 6%, 3200 bbls in Oreg Jan-Jun. AB off 2%, 10,400 bbls while Miller and Coors each down 1%; lost 2000 mos. Not many micros on plus side in Oreg either: Portland –24%, Alaskan –18%, Boston –17%, Pyramid and Full Sail –11% YTD. Top gainers: Widmer up 11%, 2400 bbls and hot New Belgium up 97%, 5700 bbls. Deschutes (largest Oreg micro) eked out 3% gain. Among importers, Modelo up 7.5%, Labatt USA up 13%, while Heineken, Guinness about flatand 3000 bbls respectively. Each of top-3 lost half a share or more while Pabst up 0.2 in Oreg last 12.
Corona Pricing at Risk in Calif, Sez Analyst
But Imports Bounce Back
Imports up 213,000 bbls, 10.4% in Jul, following 4% drop in Jun. Pushed yr-to-date gain to 781,000 bbls, 6%. Mexican shipments up a strong 23% for mo. Up 662,000 bbls, 12% YTD. German shipments had striking 19% drop in Jul; now down 67,000 bbls, 9% yr-to-date. Meanwhile, 3 of top 10 imports up 20%+ in supers yr-to-date thru Sep 1 according to IRI: Tecate up 21%; Labatt’s Blue Light up 27% and Amstel Light up 25%. Corona Light also up 17.5.%. Conclusion: imported light beers still on fire.
Domestic Brewers Gave Back Some Bbls in Aug
Domestic taxpaid shipments dropped 270,000 bbls, 1.6% in Aug, estimated Matt Hein of Beer Institute. So Aug drop wiped out most of 400,000-bbl gain in Jul. Domestic taxpaids still up almost 1 mil bbls, 0.8% yr-to-date. Yet Miller and AB’s malternative intros plus Smirnoff Ice switching some production to US likely added over 1 mil bbls incremental so far in 2002. Turns out Miller volume off 1-2% in US Jul-Aug, according to Andrew Conway at Credit Suisse. So total domestic beer shipments down slightly. And next yr’s domestic shipment comparisons could be tuff.

