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Imported Beer - US - November 2005

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Imports a bright spot in U.S. beer market, yet sales growth has slowed each year since 2000
Desire for “affordable luxuries,” changing consumer preferences, and demographic shifts influence sales
Regular beer dominates, but there is a new focus on light beer
Grupo Modelo, Heineken and InBev brands dominate the market
Advertising spending increases selectively
Diverse channels of distribution—will Wal-Mart soon be a player?
Consumers like and are willing to pay premium price for imported beer
Future success will depend on whether importers can maintain interest in the category and keep the cachet
MARKET DRIVERS
 BEER MARKET DRIVERS
Beer faces greater competition from spirits, wine and other beverage choices
Figure 1: Per capita consumption of beer*, distrilled spirits and wine in gallons per capita, 1998-2004
Figure 2: Share of beer, wine and distilled spirits by beverage alcohol consumption, dollar sales and ad spend, 2004
Keeping beer top of mind
Figure 3: Economic contribution/impact of beer industry, 2004
Figure 4: U.S. five-year prime-time spending trend for beer advertisers, 2000-04
Demographic shifts create opportunities and threats to beer consumption levels
Figure 5: Americans who drank one or more alcoholic beverages in the past year, by age, 2003
Targeting the twentysomethings
Figure 6: U.S. population projections, by age group, 2000-10
Trends by generation
Figure 7: U.S. population, by generation, 2004 and 2010
Hispanic population
Figure 8: U.S. population projections, by race and ethnicity, 2000-10
Figure 9: Distribution of race/Hispanic origin segments, by age, 2005
Figure 10: Index of Hispanic and all respondents incidence of drinking imported beer, by brand, 2004
 IMPORT MARKET DRIVERS
Facing competition from micro and craft beers
Figure 11: Top micro/craft brewing companies, by volume, 2002-04
Direct competition from large domestic brewers
Approaches to innovation
Flavor infusion
Repackaging encourages trial
Imports are an affordable luxury—consumers want to ‘trade up’
Imports go light
Figure 12: Sales of domestic light beer at FDM, at current and constant prices, 2000-05
Import brewers intensify focus on U.S. and global markets
Import Asia
American brands abroad
Import potential spurs investment
MARKET SIZE AND TRENDS
Market size
Figure 13: Total U.S. retail sales of imported beer, at current and constant prices, 2000-05
Figure 14: Graph: Total U.S. retail sales of imported beer, at current and constant prices, 2000-05
Figure 15: Total U.S. FDM retail sales of imported beer, at current and constant prices, 2000-05
Figure 16: Total U.S. volume sales of imported beer through all channels, 1999-2004
Figure 17: Share of imported beer in the total U.S. beer market, by volume, 1999-2004
Market trends
Figure 18: New product introductions for beer, 2001-05
Keeping it cool:
Forecast/predictions:
MARKET SEGMENTATION
 SEGMENTATION BY VOLUME (ON- AND OFF-PREMISES)
Overview
Figure 19: Volume sales of imported beer, on- and off-premises, segmented by type, 2002 and 2004
 FDM SEGMENTATION
Overview
Figure 20: FDM Sales of imported beer, segmented by type, 2003 and 2005
Regular beer
Figure 21: Sales of regular imported beer at FDM, at current and constant prices, 2000-05
Light/low calorie beer
Figure 22: Sales of FDM imported light beer, at current and constant prices, 2000-05
Non-alcoholic beer
SUPPLY STRUCTURE
 FOREIGN TRADE
Imports
Figure 23: Beer imports by country/region 2002 and 2004
Exports
Figure 24: Domestic beer exports by destination country/region 2002 and 2004
 COMPANIES AND BRANDS
Leading brand sales by volume
Figure 25: Brand sales of imported beer in the U.S., by volume, 2002 and 2004*
Leading manufacturer sales at FDM
Figure 26: Manufacturer sales of imported beer through FDM in the U.S., 2003 and 2005*
Brand sales at FDM
Figure 27: Manufacturer brand sales of imported beer through FDM in the U.S., 2003 and 2005*
Light/low calorie sales at FDM
Figure 28: Manufacturer brand sales of light imported beer in the U.S. through FDM, 2003 and 2005
 COMPANY PROFILES
Grupo Modelo
Grupo Modelo brand penetration profile
Figure 29: All import beer and Grupo Modelo brand penetration by select demographics, 2004
Heineken USA
Heineken brand penetration profile
Figure 30: All import beer and Heineken brand penetration by select demographics, 2004
InBev
InBev brand penetration profile
Figure 31: All import beer and InBev brand penetration by select demographics, 2004
Diageo
Diageo brand penetration profile
Figure 32: All import beer and Diageo brand penetration by select demographics, 2004
ADVERTISING AND PROMOTION
 INTRODUCTION
Figure 33: Advertising expeditures by beverage alcohol segments ($000s), 2000-04
Figure 34: Advertising as a percentage of total sales by selected industry, estimated 2004 spending
Figure 35: Selected advertising expenditures for beer by company/brand ($000s), 2003-2004
Figure 36: Top U.S. megabrand advertising categories, 2005
Culture-driven campaigns
Global promotions
 ADVERTISING PROFILES
Grupo Modelo/Gambrinus/Barton Beers
Heineken USA
InBev USA
RETAIL DISTRIBUTION
Introduction
Figure 37: U.S. retail sales of imported beer, by channel, 2003 and 2005
Liquor stores and convenience stores
Figure 38: Top ten categories for convenience store sales, April 2005
Supermarkets
Figure 39: U.S. supermarket sales of imported beer, at current and constant prices, 2000-05*
Figure 40: Sales of food and beverage at natural product stores, by product type, 2004
THE CONSUMER
Introduction
Types of beer consumed
Figure 42: Types of beer consumed, by gender, January-September 2004
Figure 43: Types of beer consumed, by age, January-September 2004
Figure 44: Types of beer consumed, by household income, January-September 2004
Figure 45: Types of beer consumed, by race/ethnicity, January-September 2004
Quantity of beer consumed
Figure 46: Number of beers consumed, by type, January-September 2004
Figure 47: Number of beers consumed, by type, January-September 2004
Figure 48: Average number of beers consumed in last 30 days, demographic profile, January-September 2004
Brand preferences
Figure 49: Brands of imported beer consumed, by gender, January-September 2004
Figure 50: Brand of imported beer consumed, by age, January-September 2004
Buying habits
Figure 51: Buying habits of imported beer drinkers, by gender, July 2005
Figure 52: Buying habits of imported beer drinkers, by household income, July 2005
Attitudes toward imported beer
Figure 53: Attitudes toward imported beer, by gender, July 2005
Figure 54: Attitudes toward imported beer, by age, July 2005
Figure 55: Attitudes toward imported beer, by household income, July 2005
Reasons for not drinking imported beer
Figure 56: Reasons for not drinking imported beer, by gender July 2005
Figure 57: Reasons for not drinking imported beer, by age, July 2005
Figure 58: Reasons for not drinking imported beer, by household income, July 2005
Summary
FUTURE AND FORECAST
 FUTURE TRENDS
Imported beer will continue to fight for market share as growth slows and wine and spirits continue to gain ground
Figure 59: Off-premises percent share of total beverage alcohol retail dollar sales, by segment, 2000-04
Wellness, polyphenol and value added benefits
Importers will pursue the light beer consumer
Figure 60: Sales of carb-conscious beer*, 2001-05
Demographics are changing—Hispanics critical target market
Figure 61: U.S. population, by generation, 2004 and 2010
Figure 62: U.S. population Forecast, by race & ethnicity, 2004 and 2010
Figure 63: Types of beer consumed, by race/ethnicity, January-September 2004
Retail distribution will shift—Wal-Mart is a sleeping giant
Figure 64: Number of mass merchandiser retailers outlets, 2003-04
Legal challenge to three-tier system
 MARKET FORECAST
Imported beer
Figure 65: Forecast of total U.S. retail sales of imported beer, at current and constant prices, 2005-10
Figure 66: Graph: Total U.S. retail sales of imported beer, 2000-05, and forecast, 2005-10
Imported regular beer at FDM
Figure 67: Forecast of U.S. sales of imported regular beer at FDM, at current and constant prices, 2005-10
Imported light/low calorie beer at FDM
Figure 68: Forecast of U.S. sales of imported light/low calorie beer at FDM, at current and constant prices, 2005-10
Forecast factors
NEW PRODUCT BRIEFS
APPENDIX: TRADE ASSOCIATIONS

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