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Imported Beer and Flavored Alcoholic Beverages - US - December 2007

SCOPE AND THEMES
What you need to know
Definition
Resources used for the consumer sections
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
In a nutshell
Competitive context
Consumers “trading up” their alcoholic beverage choices
Craft beer an emerging threat to import cache
Supplier alliances spur growth and set positive stage
Reasons for drinking less beer today, compared to a few years ago
Reasons for drinking more beer today than a year few years ago
Retail distribution
Beer purchase driving attributes at retail
Demographic drivers
Hispanics drive growth
Adults aged 21-34
Players, by segment
Major players
Regular imported beer
Innovation highlight: Heineken DraughtKeg
Light imports
Targeting the consumer
Women under-penetrated; potential for growth exists
Resolving the age dilemma
Growing the base while maintaining loyalty
Experimenting with beer pairing
Leveraging quality taste, taste differentiation, and variety
Leveraging country of origin
Beer energy drinks—the rise of a new segment
FAST FORWARD TRENDS
End of Everything?
Imported or Domestic?
Latinization
Not The End, A New Beginning
Providing Meaning
MARKET DRIVERS
Consumers “trading up” their alcoholic beverage choices
Figure 1: Distribution of households, by income, 1999 and 2006
Competition from other alcoholic beverages: domestic beer, wine, and distilled spirits
Figure 2: Volume sales and market share for domestic beer, imported beer, distilled spirits and wine, 2001-06
Craft beers present tough competition for the market
Figure 3: Total U.S. volume sales of craft beer, 2004-07
Young adults aged 21-34—the key growth-driving demographics
Figure 4: Incidence of personal consumption of beer, by age, May 2006-June 2007
Figure 5: Numbers of beers drunk last month, by age, May 2006-June 2007
Figure 6: Numbers of imported, regular domestic, and light beer drunk, by age, 2007
Figure 7: U.S. population of adults aged 21 and over, 2002-12
Hispanics drive growth
Figure 8: U.S. population, by race and Hispanic origin, 2002-12
Figure 9: Incidence of drinking Mexican brands, by race and ethnicity, 2003 and 2007
Light imported beers, with premium moniker, inject growth in the market
MARKET SIZE AND TRENDS
 MARKET SIZE
Overview—all beer
Figure 10: Total U.S. retail dollar sales of beer, on and off premises, at current and constant prices, 2002-07
Figure 11: Total U.S. retail volume sales of beer, 2002-07
Imported beer
Figure 12: Total U.S. retail dollar sales of Imported beer, at current and constant prices, 2002-07
Figure 13: Total U.S. retail volume sales of imported beer, 2002-07
 MARKET TRENDS
Figure 14: New beer product releases, 2002-07
Luxury light beers
DraughtKeg arrives in the U.S.
MARKET SEGMENTATION
Introduction
Figure 15: Volume sales of imported beer, segmented by type, 2005 and 2007
Regular imported beer
Figure 16: Total U.S. volume sales of regular imported beer, 2002-07
Figure 17: Regular imported beer sales, by country of origin, 2004 and 2006
Figure 18: Top ten regular imported beer brands, 2004 and 2006
Light imported beer
Figure 19: Total U.S. volume sales of light imported beer, 2002-07
Figure 20: Top four light imported beer brands, 2004 and 2006
SUPPLY STRUCTURE
 FOREIGN TRADE
Figure 21: U.S. beer imports*, by country of origin, 2002-07**
Alliances and acquisitions
 COMPANIES AND BRANDS
Figure 22: Manufacturer sales of imported beer in the U.S., 2004 and 2006
Regular imported beer
Figure 23: Selected brand sales and market share of regular imported beer in the U.S., 2004 and 2006
Light imported beer
Figure 24: Selected brand sales and market share of light imported beer in the U.S., 2004 and 2006
ADVERTISING AND PROMOTION
Figure 25: Total beverage alcohol advertising spending trends, 2002-06
Figure 26: Selected advertising expenditures for imported beer, by company/brand, 2005 and 2006
Heineken USA
Heineken Premium Light
Figure 27: Heineken Premium Light, slim can packaing—TV ad, 2007
Amstel Light
Figure 28: Amstel Light, Live Tastefully—TV ad, 2007
Heineken
Figure 29: Heineken, DraughtKeg—TV ad, 2007
Figure 30: Heineken, Casino Royale—TV ad, 2006
Dos Equis
Figure 31: Dos Equis, Most Interesting Man in the World—TV ad, 2007
Crown Imports
Figure 32: Corona Extra—TV ad, 2007
Corona Light
Figure 33: Corona Light—TV ad, 2007
Diageo-Guinness USA
Figure 34: Guinness Stout, Alive Inside—TV ad, 2007
Figure 35: Red stripe, Boo Unexpected Room of Evil—TV ad, 2007
InBev USA
Figure 36: Beck’s—TV ad, 2007
Stella Artois
RETAIL DISTRIBUTION
Introduction
Figure 37: Choice of retail channel to purchase beer, by beer type, October 2007
Figure 38: U.S. retail sales of imported beer, by channel, 2005 and 2007
On-premise
Figure 39: On-premises places to drink beer, October 2007
Figure 40: U.S. on-premise sales of imported beer, at current and constant prices, 2002-07
Beer, wine, and liquor stores, and mass merchandisers
Figure 41: U.S. beer, wine, and liquor store sales of imported beer, at current and constant prices, 2002-07
Convenience stores
Figure 42: U.S. convenience store sales of beer, at current and constant prices, 2002-07
Supermarkets
Figure 43: U.S. supermarket sales of beer, at current and constant prices, 2002-07
THE CONSUMER: USAGE AND FREQUENCY OF USE
Summary
Trends in beer drinking
Personal beer consumption
Trends in frequency of use
Amount of beer drunk, by type of beer and demographics
Trends in beer drinking
Figure 44: Incidence of personal consumption of beer, 2003-07
Personal beer consumption
Figure 45: Incidence of personal consumption of imported, light and regular domestic beer, by key demographics, May 2006-June 2007
Trends in frequency of use
Figure 46: Frequency of drinking different types of beer, 2003-07
Amount of beer drunk, by type of beer and demographics
Figure 47: Frequency of drinking different types of beer, by key demographics, May 2006-June 2007
THE CONSUMER: BRAND PREFERENCES
Summary
Incidence of drinking beer by brands
Favorite brand of beer
Incidence of drinking beer by brands
Figure 48: Incidence of drinking beer by imported and domestic brands, by gender, October 2007
Figure 49: Incidence of drinking beer by imported and domestic brands, by age, October 2007
Figure 50: Incidence of drinking beer by brands, by race/ethnicity, October 2007
Favorite brand of beer
Figure  51: Favorite brand of beer, by gender, October 2007
THE CONSUMER: BEHAVIOR AND ATTITUDES
Summary
Interest in flavored and energy-based beer
Beer-drinking behavior
Beer purchase driving attributes at retail
Importance of brands, flavors and taste and types of beer in purchasing beer
Incidence of drinking more or less beer compared to a year ago
Reasons for drinking less beer today, compared to a few years ago
Reasons for drinking more beer today than a year few years ago
Attitudes towards beer
Choice of alcoholic beverages while eating out
Importance of the country of origin for imported beer drinkers
Interest in flavored and energy-based beer
Figure 52: Interest in flavored and energy-based beer, by domestic and imported beer drinkers, October 2007
Figure 53: Interest in flavored and energy-based beer, by race/ethnicity, October 2007
Beer-drinking behavior
Figure 54: Beer-drinking behavior, by domestic and imported beer drinkers, October 2007
Beer purchase driving attributes at retail
Figure 55: beer purchasing habits and preferences, imported vs. domestic, October 2007
Importance of brands, flavors and taste and types of beer in purchasing beer
Figure 56: Attributes and brand preference when purchasing beer, by age, October 2007
Incidence of drinking more or less beer compared to a year ago
Figure 57: Incidence of drinking more or less beer compared to a year ago, by age, July 2007
Reasons for drinking less beer today, compared to a few years ago
Figure 58: reasons for drinking less beer today than a few years ago, imported vs. domestic drinkers, October 2007
Reasons for drinking more beer today than a year few years ago
Figure 59: reasons for drinking more beer today than a few years ago, imported vs. domestic drinkers, October 2007
Attitudes towards beer
Figure 60: Attitudes towards beer, by type of beer and key brands drunk, October 2007
Choice of alcoholic beverages while eating out
Figure 61: Choice of alcoholic beverage while dining at a restaurant, by type of beer and key brands drunk, October 2007
Importance of the country of origin for imported beer drinkers
Figure 62: Selection of beer based on country of origin, by gender, October 2007
Figure 63: Selection of beer based on country of origin, by race/ethnicity, October 2007
FUTURE AND FORECAST
 FUTURE TRENDS
Market growth through imported light beer expansion
Craft beer an emerging threat to import cache
Beer pairing
Beer energy drinks—the rise of a new segment
Alliances among suppliers will set the stage for growth through expansion in distribution channels
Growth driving demographics—future implications
Growth in beer consumption is likely to lag population growth
Figure 64: U.S. population of adults aged 21+, 2007 and 2012
Figure 65: Number of regular domestic and light beers drunk, by age, 2007 and 2012
Hispanics present continued opportunity
Figure 66: Incidence of drinking beer per month, by type, by race/ethnicity, May 2006-June 2007
 MARKET FORECAST
Imported beer
Figure 67: Forecast of total U.S. sales of imported beer, at current and constant prices, 2007-12
Forecast factors
APPENDIX: FLAVORED ALCOHOLIC BEVERAGES
 MARKET SIZE
Figure 68: FDM* U.S. retail sales of flavored alcoholic beverages, at current and constant prices, 2002-07
 MARKET SEGMENTATION
Introduction
Figure 69: FDM* sales of flavored alcoholic beverage market, segmented by type, 2005 and 2007
Flavored malt beverages
Figure 70: FDM* sales of flavored malt beverages, at current and constant prices, 2002-07
Figure 71: Top five flavored malt beverage brands at FDM*, 2004 and 2006
Flavored cocktails/coolers
Figure 72: FDM* sales of flavored cocktails/coolers, at current and constant prices, 2002-07
Hard ciders
Figure 73: FDM* sales of hard ciders, at current and constant prices, 2002-07
 THE CONSUMER
Introduction
Personal consumption of flavored alcoholic beverages
Figure 74: Incidence of personal consumption of flavored alcoholic beverages, 2003-07
Figure 75: Incidence of personal consumption of flavored alcoholic beverages, by key demographics, May 2006-June 2007
Frequency of drinking FABs
Figure 76: Frequency of drinking flavored alcoholic beverages in last 30 days, 2003-07
Figure 77: Frequency of drinking flavored alcoholic beverages in last 30 days, by age, May 2006-June 2007
Figure 78: Frequency of drinking flavored alcoholic beverages in last 30 days, by gender, May 2006-June 2007
Flavored alcoholic beverage consumption by brands
Figure 79: Personal consumption of flavored alcoholic beverages by brands, by age, May 2006-June 2007
APPENDIX: TRADE ASSOCIATIONS

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