Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Beer sales flag; light beer is the only bright spot
- Consumer preferences, demographic shifts, industry consolidation, and product innovation: all influence sales—mostly negatively
- A-B, SABMiller and Molson Coors dominate the market
- Advertising spending has increased
- Liquor/package stores dominate distribution—Wal-Mart and Costco loom
- Beer remains popular but consumer preferences shift
- Future success will be based on whether the beer market can rekindle interest in the category
Market Drivers
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- Beer market drivers
- Consumer preferences are shifting to spirits, wine and other beverage choices
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- Figure 1: Per capita consumption of beer*, distilled spirits and wine, 1998-2004
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- Figure 2: Share of beer, wine and distilled spirits, by beverage alcohol consumption, dollar sales and adspend, 2004
- Keeping beer top of mind
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- Figure 3: Economic contribution/impact of beer industry, 2004
- Figure 4: U.S. five-year primetime spending trend for beer advertisers, 2000-04
- Demographic shifts create opportunities and threats to beer consumption levels
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- Figure 5: Americans who drank one or more alcoholic beverages in the past year, by age, 2003
- Targeting the twentysomethings
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- Figure 6: U.S. population projections, by age group, 2000-10
- Trends by generation
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- Figure 7: U.S. population, by generation, 2004 and 2010
- Hispanic population
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- Figure 8: U.S. population projections, by race and ethnicity, 2000-10
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- Figure 9: Distribution of race/Hispanic origin segments, by age, 2005
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- Figure 10: Major domestic brand, comparison of all respondents and Hispanic respondent penetration, 2004
- Expansion of domestic brands globally
- Domestic beer market drivers
- Innovative new products and marketing are being used to stave off beer’s commodity-like characteristics
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- Figure 11: Industry experts’ views on innovation in the beer industry—selected quotations, 2004-05
- Less is more
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- Figure 12: Percentage of u.s. adults trying to lose weight, maintain weight, 1996-2000
- Imported beer’s share of U.S. beer market continues to grow
- Redefinition, innovation and experimentation
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- Figure 13: Beverage sales, by beverage type, by gallons, 1999 and 2004
- Innovative formulations and blurring categories
- Revitalization, repackaging and retro: back to basics
- Seasonal offerings multiply
- Microbrews and craft beers
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- Figure 14: Leading craft brewing companies, by number of cases produced, 2002 and 2004
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- Figure 15: U.S. microbreweries, by number of barrels produced, 2004
- American brands abroad
Market Size and Trends
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- Market size
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- Figure 16: Total U.S. retail (off-premises) sales of domestic beer, at current and constant prices, 2000-05
- Market trends
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- Figure 17: New product introductions for beer, 2001-05
Market Segmentation
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- Segmentation by volume (on- and off-premises)
- Overview
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- Figure 18: Volume sales of domestic beer, on- and off-premises, segmented by type, 2002 and 2004
- On- and off-premises light beer by volume
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- Figure 19: Volume sales of domestic light beer, at current and constant prices, 2000-04
- On- and off-premises premium beer by volume
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- Figure 20: Volume sales of domestic premium beer, at current and constant prices, 2000-04
- On- and off-premises popular beer by volume
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- Figure 21: Volume sales of domestic popular beer, at current and constant prices, 2000-04
- On- and off-premises super-premium and craft beer by volume
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- Figure 22: Volume sales of domestic super-premium and craft beer, at current and constant prices, 2000-04
- On- and off-premises ice beer by volume
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- Figure 23: Volume sales of domestic ice beer, at current and constant prices, 2000-04
- On- and off-premises malt liquor by volume
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- Figure 24: Volume sales of domestic malt liquor, at current and constant prices, 2000-04
- FDM Segmentation
- Overview
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- Figure 25: FDM sales of domestic beer, segmented by type, 2003 and 2005
- Light/Low-calorie beer
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- Figure 26: Sales of domestic light beer, at current and constant prices, 2000-05
- Regular beer
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- Figure 27: Sales of regular domestic beer, at current and constant prices, 2000-05
- Non-alcoholic beer
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- Figure 28: Sales of non-alcoholic domestic beer, at current and constant prices, 2000-05
Supply Structure
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- Industry dynamics are changing dramatically
- Foreign trade
- Exports
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- Figure 29: Domestic beer exports, by destination country/region, 2002 and 2004
- Imports
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- Figure 30: Beer imports, by country/region, 2002 and 2004
- Companies and brands
- Manufacturer sales overview
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- Figure 31: Manufacturer sales of domestic beer in the U.S. through FDM channels, 2003 and 2005
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- Figure 32: Manufacturer brand sales of domestic beer through FDM in the U.S., 2003 and 2005
- Light/low-calorie beer
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- Figure 33: Manufacturer brand sales of light/low-calorie domestic beer in the U.S. through FDM, 2003 and 2005
- Regular beer
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- Figure 34: Manufacturer brand sales of regular domestic beer in the U.S., 2003 and 2005
- Non-alcoholic beer
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- Figure 35: Manufacturer brand sales of non-alcoholic beer in the U.S. through FDM, 2003 and 2005
- Company profiles
- Anheuser-Busch Companies, Inc.
- Anheuser-Busch brand penetration profile
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- Figure 36: Anheuser-Busch brand penetration, by select demographics, 2004
- SABMiller—Miller Brewing Company
- Miller brand penetration profile
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- Figure 37: Miller brand penetration, by select demographics, 2004
- Molson Coors Brewing Company
- Molson Coors brand penetration profile
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- Figure 38: Molson Coors brand penetration, by select demographics, 2004
- Pabst Brewing Company
- Pabst brand penetration profile
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- Figure 39: Pabst brand penetration, by select demographics, 2004
- Local and regional breweries
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- Figure 40: Number of regional specialty breweries, microbreweries and brewpubs in the U.S., 1994-2004
Advertising and Promotion
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- Introduction
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- Figure 41: Advertising expenditures, by beverage alcohol segments, 2000-04
- Figure 42: Advertising as a percent of total sales by selected industry, estimated 2004 spending
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- Figure 43: Selected advertising expenditures for beer, by company/brand, total print and broadcast, 2003 and 2004
- Figure 44: Advertising expenditures for beer, by company/brand, print vs. broadcast, 2003 and 2004
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- Figure 45: Top U.S. megabrand advertising categories, 2004 and 2005
- Promotional activity of regional brewers
- Sports promotions
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- Figure 46: Leading industries for sports sponsorships, 2002 and 2004
- Sports abroad
- Grass-roots campaigns and non-traditional promotions
- Advertising Profiles
- Anheuser-Busch
- SABMiller
- Molson Coors
Retail Distribution
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- Introduction
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- Figure 47: U.S. retail sales of domestic beer, off-premises, by channel, 2003 and 2005
- Liquor stores and convenience stores
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- Figure 48: Top ten categories for convenience store sales, April 2005
- Supermarkets
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- Figure 49: U.S. supermarket sales of domestic beer, at current and constant prices, 2000-05
- Natural food stores
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- Figure 50: Sales of food and beverage at natural product stores, by product type, 2003 and 2004
- Drug stores
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- Figure 51: U.S. drug store sales of domestic beer, at current and constant prices, 2000-05
The Consumer
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- Introduction
- Types of beer consumed
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- Figure 52: Types of beer consumed, January-September 2004
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- Figure 53: Types of beer consumed, by gender, January-September 2004
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- Figure 54: Types of beer consumed, by age, January-September 2004
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- Figure 55: Types of beer consumed, by household income, January-September 2004
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- Figure 56: Types of beer consumed, by race/ethnicity, January-September 2004
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- Figure 57: Types of beer consumed, by geographic region, January-September 2004
- Quantity of beer consumed
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- Figure 58: Number of beers consumed in the last 30 days, by type, January-September 2004
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- Figure 59: Number of beers consumed in the last 30 days, and sole brand usage, by gender, January-September 2004
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- Figure 60: Average number of beers consumed in the last 30 days, by selected demographics, January-September 2004
- Brand preferences
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- Figure 61: Brands of light beer consumed, by gender, January-September 2004
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- Figure 62: Brands of regular beer consumed, by gender, January-September 2004
- Attitudes toward regular domestic beer
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- Figure 63: Attitudes towards regular domestic beers, by gender, July 2005
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- Figure 64: Attitudes towards regular domestic beers, by age, July 2005
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- Figure 65: Attitudes towards regular domestic beers, by geographic region, July 2005
- Domestic beer drinkers’ attitudes toward imported beer
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- Figure 66: Attitudes towards imported beers, by gender, July 2005
- Interest in new products
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- Figure 67: Have tried or have interest in trying new products, by gender, July 2005
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- Figure 68: Have tried or have interest in trying new products, by age, July 2005
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- Figure 69: Have tried or have interest in trying new products, by region, July 2005
- Reasons for not drinking domestic beer
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- Figure 70: Reasons for not drinking domestic beer, by gender, July 2005
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- Figure 71: Reasons for not drinking domestic beer, by age, July 2005
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- Figure 72: Reasons for not drinking domestic beer, by household income, July 2005
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- Figure 73: Reasons for not drinking domestic beer, by region, July 2005
- Summary
Future and Forecast
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- Future trends
- Domestic beer will continue to fight for market share as wine, spirits, and imported beer continue to gain ground
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- Figure 74: Off-premises share of total beverage alcohol retail dollar sales, by drink type segment, 2000-04
- Wellness, polyphenol and value-added benefits
- Beer and the active lifestyle
- New products being launched, but difficult to see a major winner among them
- Age demographics are changing—and Hispanics are critical target market
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- Figure 75: U.S. population forecast, by race and ethnicity, 2004 and 2010
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- Figure 76: Types of beer consumed, by race/ethnicity, January-september 2004
- Advertising dollars will continue to shift to more targeted media
- Retail distribution will shift—Wal-Mart is a sleeping giant
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- Figure 77: Number of mass merchandiser retail outlets, 2003 and 2004
- Legal challenge to three-tier system
- Increasing gas prices could negatively impact beer sales
- Market forecast
- Domestic beer
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- Figure 78: Forecast of total U.S. retail (off premises) sales of domestic beer, at current and constant prices, 2005-10
- Domestic light/low calorie beer
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- Figure 79: Forecast of U.S. sales of domestic light/low calorie beer, at current and constant prices, 2005-10
- Domestic regular beer
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- Figure 80: Forecast of U.S. sales of domestic regular beer, at current and constant prices, 2005-10
- Domestic non-alcoholic beer
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- Figure 81: Forecast of U.S. sales of domestic non-alcoholic beer, at current and constant prices, 2005-10
- Forecast factors
New Product Briefs
Appendix: Trade Associations
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