Beer Marketer's Insights

Beer Marketer's Insights

Having "perfect" in your brand name kind of requires that you go in for continuous improvement. At NACS last week, Lemon Perfect disclosed a major milestone: a move to larger, 15.2-oz bottles and a revamping of its sweetener system to drop organic erythritol and move to an all-stevia blend. It caps 2-year planning process that was dubbed "The Great Transition" internally, founder/ceo Yanni Hufnagel said. "Now our path to becoming a billion-dollar business is clear," he told us in follow-up call today.

INSIGHTS erred in yesterday's issue of Express, several astute readers pointed out to us. MD-based Buck Distributing's Betty Buck was the first-ever female chair of NBWA back in 2007-8. She built her biz to 3 mil cases as an unconsolidated Miller house and sold the biz in 2020 as she turned focus toward her Buck for Hope Foundation (see Apr 19, 2020 issue).

The 2.17-acre property that housed SF's historic Anchor Brewing property for 44 yrs "officially hit the market" yesterday, SF Chronicle wrote last night. Sapporo Holdings LTD is "seeking $40 million," including 2 buildings totaling about 109K sq ft. But Anchor brand isn't included in price tag. Sapporo paid about $85 mil for Anchor in 2017, Chronicle reminds. Property was valued around $40 mil at time of deal. Brand isn't worth much anymore, and hasn't been in production for last couple of mos now. However, union workers' "efforts to negotiate 'did not work out,'" sources told Chronicle. "A range of investors have expressed interest in Anchor's buildings"; some would want to "maintain the site as a brewery." Turns out Anchor plant is located "in industrial stretch of the city" described by those in real estate as "Area AI," because a number of artificial intelligence startups "started taking up industrial spaces" in this neighborhood and others nearby. From Anchor to AI?

NACS c-store show in Atlanta offered key takeaways from other top suppliers, recapped by Goldman Sachs' Bonnie Herzog. For Boston, Twisted Tea is bolstering its multi-pk presence, with reps noting that Twisted's 12pks are "#2 in growth in all of beer." Now that Twisted Tea Light 12pks are distributed nationally, co believes it can be brand's "strong #4" behind Original, Half & Half and Party Pack. "Not so long ago, 50-60%" of Twisted Tea's biz was in 24oz singles, but "as SAM leans into multi-packs, singles now represent around mid-30% of Twisted," Bonnie wrote following mkt tour with SAM mgmt. Variety pks now represent ~20% of Twisted Tea and ~10% of SAM's total biz, she added.

"With new and improved alcohol-free beers, big brewers look a little more future-proof," WSJ's Heard on the Street columnist wrote late yesterday. Tho piece pays little attention to onslaught of craft NA options, it points to increased variety and improved taste of NA beers as emblem of growth oppy ahead, with non-alc entries now spanning many of best-known brands in the biz.

Q3 "has been brutal" for Americas alc bev stocks, Bernstein's Nadine Sarwat noted in report this morn, pointing to "de-ratings across the board." Over the last 3 months (from June 30 to Oct 12) Boston Beer was top-performing US beer stock with shares up 10%, while Constellation dipped 7% and Molson Coors declined 12%. Brown-Forman shares fell 21% in same timeframe, compared to S&P 500 down 2% for the period.

Pacifico is now #2 brand in Los Angeles scans, noted Constellation ceo Bill Newlands in recent interview on Yahoo Finance. Think about that, it's bigger than Corona in Constellation's highest share mkt where #1 brand is Modelo Especial by a mile. (Constellation over 40 share in LA, INSIGHTS understands.) And STZ seeing some "very strong shoots" of growth elsewhere such that Constellation believes Pacifico "could easily be a third big stool" for STZ going forward. Pacifico up 25.5% for 13 weeks thru Oct 1 in natl Circana multi-outlet + convenience. In recent periods, it's a top 20 brand in $$ sales, bigger than Stella, closing in on Dos Equis.

Now that everyone has returned from NBWA in Las Vegas, it's time to zero in on the Beer Insights Seminar, coming just 1 month from today in NYC, with a reception Nov 12 at a local pub and a program all day on the 13th at Convene. This year, we have a wide-ranging and exciting lineup and seats are going fast. The steeply discounted hotel room block at The Muse across the street ends Oct 22.

This week in 1979, INSIGHTS reported on continued deep slide for Schlitz, which had been the top US brewer as late as 1950s. Schlitz lost a mil bbls in 3d qtr, following a near 1-mil-bbl drop in 2d qtr. For 12 mos, Schlitz was down 19.3%. Many critics including major shareholder David Uihlein blamed mgmt for many mistakes. One analyst wrote that Schlitz mgmt had made textbook moves. "They've done everything right it says, but it just isn't working," wrote analyst Joe Doyle. Rumors swirled of possible buyers to come rescue former leading brewer, including Grand Metropolitan Hotels, owners of Watney Mann and Truman breweries, British American Tobacco Co and even Coca-Cola. Unfortunately, no savior stepped in to stop the bleeding. Schlitz fell from 24.1 mil bbls in 1976 to 14.9 mil bbls in 1980 and its mkt share in US plummeted from 15.6 to 8.3. Schlitz brands eventually sold to Stroh in 1982.

No shortage of beer innovation showcased at NACS c-store extravaganza in Atlanta last wk. Convenience channel represents massive oppy, accounting for roughly 1/3 of all beer sold off-premise in the US, Goldman Sachs' Bonnie Herzog reminded in recent recap. And Constellation showcased "one of the biggest line-ups of innovation we saw," wrote Bonnie, "increasing our confidence in STZ's innovation strategy as it leads industry growth in the c-store channel, where approximately 65% of beer purchases are singles."