Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Key ideas
- 9.6% CAGR from 2001-06 in constant dollars
- Light import beers retain substantial room for growth
- Imported beer seen as affordable luxury
- Population shifts to impact marketing strategies and brand share
- Competition from other alcoholic beverages
- Almost half of all imported beer comes from Mexico
- Ads focus on escape/relaxation, humor, and cultural origins
- Distribution channels are broadening
- The Consumer
- Future trends
Market Drivers
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- Imports are an affordable luxury – consumers want to “trade up”
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- Figure 1: Distribution of households, by income, 1999 and 2005
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- Figure 2: Change in number of households per income bracket, 1999-2005
- Competition between alcoholic beverages
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- Figure 3: Share of volume sales for beer, distilled spirits and wine, 2000-05
- Figure 4: Graph: Total alcoholic beverage market, segmented by volume, 2005
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- Figure 5: Dollar share for beer, distilled spirits and wine, 2000-05
- Figure 6: Graph: Total alcoholic beverage market, segmented by value, 2005
- Imports vs. domestic craft, regional and microbrews
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- Figure 7: Beer volume growth. imports compared to domestic regional/micro/craft, 2000-05
- Hispanics impacting supplier share
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- Figure 8: Average number of imported beers consumed in last 30 days, by race/ethnicity, January-September 2005
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- Figure 9: Population aged 21 or older, by race and Hispanic origin, 2006-2011
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- Figure 10: Imported beer consumed in last 30 days by segment, by race/ethnicity, January-September 2005
- Graying nation may affect marketing strategies
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- Figure 11: Americans who drank one or more alcoholic beverages in the past year, by age, 2005
- Figure 12: U.S. over-21 population, by age, 2006 and 2011
Market Size and Trends
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- Market size
- Overview
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- Figure 13: Total U.S. retail dollar sales of beer, including imports, at current and constant prices, 2001-06
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- Figure 14: Total U.S. retail volume sales of beer, including imports, 2001-06
- Imported Beer
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- Figure 15: Total U.S. retail dollar sales of Imported beer, at current and constant prices, 2001-06
- Figure 16: Graph: Total U.S. retail dollar sales of Imported beer, at current and constant prices, 2001-06
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- Figure 17: Total U.S. retail volume sales of Imported beer, at current and constant prices, 2001-06
- Trends in new product marketing claims
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- Figure 18: Total U.S. new domestic beer product launches , by marketing claim, 2001-06
Market Segmentation
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- Overview
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- Figure 19: Volume sales of Imported beer, segmented by type, 2004 and 2006
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- Figure 20: Graph: Indexed volume sales of beer, segmented by type, 2001-06 (estimate)
- Figure 21: Graph: Volume sales of imported and domestic beer, segmented by type, 2006 (estimate)
- Regular imported beer
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- Figure 22: Volume sales of regular imported beer, 2001-06
- Light imported beer
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- Figure 23: Volume sales of light imported beer, 2001-06
Supply Structure
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- Foreign trade
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- Figure 24: Beer imports by country/region 2003 & 2005 & Jan-Sept 2006
- Manufacturer sales
- Overview
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- Figure 25: Volume sales of imported beer by manufacturer in the U.S., 2004 and 2006*
- Figure 26: Graph: Volume sales growth of imported beer by manufacturer in the U.S., 2004 and 2006*
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- Figure 27: FDM* sales of imported beer by manufacturer in the U.S., 2004 and 2006
- Regular imported beer
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- Figure 28: Dollar sales of imported regular beer brands in FDM*, by manufacturer, 2004 and 2006
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- Figure 29: Volume sales of imported regular beer brands in FDM*, by manufacturer, 2004 and 2006
- Light imported beer
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- Figure 30: Dollar sales of imported light beer brands in FDM, by manufacturer 2004 and 2006
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- Figure 31: Volume sales of imported light beer brands in FDM, by manufacturer, 2004-06
- Company profiles
- Grupo Modelo (imported by Barton Beers and Gambrinus)
- Heineken USA
- InBev
- Diageo
Advertising and Promotion
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- Overview and expenditure
- Overview
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- Figure 32: Television Spot “Corona Extra—Hammocks”
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- Figure 33: Television Spot “Amstel Light—Live Tastefully”
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- Figure 34: Television Spot “Beck’s Precision Craftmanship”
- Figure 35: Television Spot “Dos Equis—Friday Night Baja”
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- Figure 36: Television Spot “Corona—Cinco de mayo”
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- Figure 37: Television Spot “Heineken—Mars Land rover”
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- Figure 38: Television Spot “foster’s—soulmate”
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- Figure 39: Television Spot “Heineken—the hustle”
- Company and brand expenditures
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- Figure 40: Advertising expenditures for broadcast and print on imported beer, by company and/or brand 2004 and 2005
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- Figure 41: Imported beer advertising expenditures by brand for broadcast and print ads, 2005
- Figure 42: Broadcast and print advertising expenditures per case by company, for imported and domestic beer, 2005
- Advertising profiles
- Grupo Modelo (Barton Beers/Gambrinus)
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- Figure 43: Television Spot “Corona Extra
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- Figure 44: Television Spot “Corona Extra Moonlight”
- Heineken USA
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- Figure 45: Television Spot “Yo Sabes”
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- Figure 46: Television Spot “Hot like me”
- Diageo
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- Figure 47: Television Spot “cheeseheads”
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- Figure 48: Television Spot “bloopers”
- Figure 49: Television Spot “St. Patrick’s Day”
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- Figure 50: Television Spot “little black book”
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- Figure 51: Television Spot “beautiful man”
- InBev
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- Figure 52: Television Spot “Waiting for the weekend”
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- Figure 53: Television Spot “Why be average”
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- Figure 54: Television Spot “Famous for beer”
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- Figure 55: Television Spot “Beck’s premier light”
- Molson Coors
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- Figure 56: Television Spot “Molson Canadian,”
Retail Distribution
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- Overview
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- Figure 57: U.S. on-premises and off-premises sales of imported beer, by channel, 2004 and 2006
- Figure 58: U.S. on-premises and off-premises sales of imported beer, by channel, 2006
- Figure 59: U.S. sales of imported beer, by channel, 2003-06
- On-premises sales
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- Figure 60: U.S. on-premises sales of imported beer, at current and constant prices, 2003-06
- Liquor/package/mass merchandiser
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- Figure 61: U.S. liquor/package/other sales of imported beer, at current and constant prices, 2003-06
- Supermarket and natural store sales
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- Figure 62: U.S. supermarket & natural channel sales of imported beer, at current and constant prices, 2003-06
- Convenience store sales
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- Figure 63: U.S. convenience store sales of imported beer, at current and constant prices, 2003-06
The Consumer
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- Introduction
- Summary
- Trends in beer drinking
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- Figure 64: Incidence of beer drinking, by type of beer, 2001-05
- Penetration of beer consumption by type of beer and selected demographics
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- Figure 65: Incidence of beer drinking, by key demographics, by type of beer, January-September 2005
- Imported beer consumption
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- Figure 66: Imported (regular) beer consumption, mean number of drinks, by key demographics/cohorts, January-September 2005
- Profile of beer drinkers by type of beer
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- Figure 67: Profile of beer drinkers by beer type, by key demographics, May 2005-June 2006
- Light imports vs. regular imports
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- Figure 68: Share of light imported beer of all imported beer purchases, by age, September 2006
- On-premises vs. off-premises
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- Figure 69: Number of beers purchased in the past seven days, by type of beer consumed, September 2006
- Regular Imported vs. Domestic
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- Figure 70: Imported and domestic beer preferences, by age, Jan-Sept 2005
- Drinking occasions
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- Figure 71: Drinking occasions for beer, imported vs domestic beer, September 2006
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- Figure 72: Drinking occasions for imported beer, by gender, September 2006
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- Figure 73: Drinking occasions for imported beer, by age, September 2006
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- Figure 74: Drinking occasions for imported beer, by household income, September 2006
- Attitudes toward beer
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- Figure 75: Attitudes toward beer, by gender, September 2006
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- Figure 76: Attitudes toward beer and other beverages, by type of beer consumed, September 2006
- Perceptions about imported beer compared to domestic
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- Figure 77: Perceptions of imported beer, by age, September 2006
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- Figure 78: Perceptions of imported beer, by household income, September 2006
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- Figure 79: Perceptions of imported beer, by type of beer consumed, September 2006
- Retail channel preferences
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- Figure 80: Retail channel preferences for buying imported beer, by age, September 2006
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- Figure 81: Retail channel preferences for buying imported beer, by household income, September 2006
- Purchase behavior regarding imported beer
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- Figure 82: Purchase behavior regarding imported beer, by gender, September 2006
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- Figure 83: Purchase behavior regarding imported beer, by age, September 2006
- Race/ethnicity
- Consumption by segment
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- Figure 84: Imported beer consumed in last 30 days by segment, by race/ethnicity, January-September 2005
- Perceptions about imported beer compared to domestic
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- Figure 85: Perceptions of imported beer, by race/ethnicity, September 2006
- Retail channel preferences for imported beer
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- Figure 86: Retail channel preferences for imported beer, by race/ethnicity, September 2006
Future and Forecast
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- Future trends
- Population shifts to impact marketing strategies and brand share
- Importers to capitalize on interest in premium light beer
- Mass merchandisers/club stores to become more significant channels
- Market forecast
- Imported beer
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- Figure 87: Forecast of total U.S. sales of imported beer, at current and constant prices, 2006-11
- Volume sales of imported beer
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- Figure 88: Forecast of total U.S. volume sales of imported beer, 2006-11
- Volume sales of regular imported beer
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- Figure 89: Forecast of U.S. volume sales of regular imported beer, 2006-11
- Volume sales of light imported beer
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- Figure 90: Forecast of U.S. volume sales of light imported beer, 2006-11
- Forecast Factors
Appendix: Trade Associations
Appendix: New Product Developments
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- New product briefs
- Cervezas Mexicanas Selection Tecate 2006
- Coastal Imports Toña Cerveza
- Aladdin Beverage Macau Chinese Beer
- Guinness Irish Ale
- Wein Bauer Grieskirchner Hefe-Weizen Wheat Beer
- Wein Bauer XIHU Westlake Beer
- Heineken Premium Light Lager Beer
- Young’s St. George’s English Ale
- Molson XXX Repackaged Super Premium Beer
- Belukus Marketing Belhaven Twisted Thistle India Pale ALE
Appendix: Global Trends in Marketing Claims and New Product Developments
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- Marketing claims
- Latest trends
- Organic beer
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- Figure 91: Global new releases of new organic beers, Q3 2005-Q2 2006
- Low Carb
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- Figure 92: Low carb marketing claims for new beer products, Q3 2005-Q2 2006
- Traditional production processes
- Seasonal editions
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- Figure 93: Global release of seasonal beers, Q3 2005-Q2 2006
- Flavor/Ingredient Trends
- Fruity, sweet, toffee, and coffee flavors make their mark
- Packaging Trends
- Packaging Trends: Packaging for convenience
Appendix: Simmons cohorts
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- Figure 94: Married couples cohorts
- Figure 95: Single women cohorts
- Figure 96: Single men cohorts
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