Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- The market
- Dollar sales stay steady while beer volume fluctuates
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- Figure 1: Total U.S. retail sales and fan chart forecast of U.S. beer market, at current prices, 2007-17
- Market factors
- Wine and spirits also attract curious alcohol drinkers
- Consumers are cutting back on beer in the name of health
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- Figure 2: Top five attitudes and behaviors for reducing personal beer consumption, July 2012
- Beer needs to encourage loyalty among growing population segments
- Retail channels
- Recession-shocked consumers prefer to drink beer at home
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- Figure 3: Total U.S. volume and dollar sales of beer, by location, 2012
- Key players
- Despite declines, most major brewers stick with packaging, marketing ploys
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- Figure 4: Market share of top five beer suppliers, by volume, 2011
- The consumer
- Dropping volumes do not keep domestic beer from top preference slot
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- Figure 5: Incidence and frequency of any personal beer consumption, by type of beer, July 2012
- Women interested in low-calorie, affordable beer options
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- Figure 6: Important attributes when selecting beer, by gender, July 2012
- Imported beer more likely to be an occasional beer selection
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- Figure 7: Incidence and frequency of beer consumption, by beer type, July 2012
- Hispanics more likely to choose beers due to recommendations from peers
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- Figure 8: Beer drinking attitudes and behaviors on discovery and peers, by Hispanic origin, July 2012
- What we think
Issues in the Market
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- What can continue to drive sales of flagship beer brands?
- How can imported beer brands recapture momentum?
- What tactics should be leveraged to encourage trial of new products?
Insights and Opportunities
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- Reposition domestic beer as premium with high-end innovations
- Imported beer should take a cue from wine and go casual
- Address calorie concerns with up-front labeling
- Bring on-premise experience home with gift packs
Trend Applications
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- Trend: Patriot Games
- Trend: Secret, Secret
- 2015 Trend: Brand Intervention
Market Size and Forecast
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- Key points
- Dollar sales performance masks volume dilemmas
- Craft-beer-inspired innovations leading industry’s rebound
- Sales and forecast of U.S. beer market
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- Figure 9: Total U.S. unit sales and forecast of U.S. beer market, in 000 2.25-gallon cases, 2007-17
- Figure 10: Total U.S. retail sales and forecast of U.S. beer market, at current prices, 2007-17
- Figure 11: Total U.S. retail sales and forecast of U.S. beer market, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 12: Total U.S. unit sales fan chart forecast of U.S. beer market, in 000 2.25-gallon cases, 2007-17
- Figure 13: Total U.S. retail sales and fan chart forecast of U.S. beer market, at current prices, 2007-17
Market Drivers
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- Key points
- Entire Millennial generation will be of legal drinking age in 2015
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- Figure 14: Population, by generation, 2012
- Growth in Hispanic, Asian populations could buoy up beer performance
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- Figure 15: Population, by race and Hispanic origin, 2007-17
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- Figure 16: Hispanic population aged 21 or older, by age, 2007-17
- Figure 17: Asian population aged 21 or older, by age, 2007-17
- Beer faces stiff competition from wine and spirits
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- Figure 18: Type of white spirits and RTDs consumed in the past six months, by gender and age, July 2012
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- Figure 19: Consumption of dark spirits, by type, by gender and age, May 2012
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- Figure 20: Frequency of wine consumption, by type, by age, June 2012
- Health concerns driving consumers away from alcohol
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- Figure 21: Obesity, by age group, 2008 vs. 2012
Competitive Context
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- Key points
- Wine poses biggest threat to beer
- Spirits’ variety captures consumers
Segment Performance
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- Key points
- Volume declines plague beer, while dollar sales show annual growth
- Domestic unable to crack the code while imported rebounds
- Sales and forecast of U.S. beer market, by segment
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- Figure 22: Sales of U.S. beer market in 000 2.25-gallon cases, by type, 2007 and 2012
- Warm weather fuels beer sales, seasonals could heat up cold periods
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- Figure 23: Beer sales by month, share of total, 2010-11
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- Figure 24: Beer drinking attitudes and behaviors, Seasonal beer, July 2012
Segment Performance – Domestic Beer
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- Key points
- Domestic beer market finding its way back to positive volumes
- Sales and forecast of domestic beer
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- Figure 25: Sales and forecast of domestic beer, at current prices, 2007-17
- Domestic’s subsegments provide landscape for growth
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- Figure 26: Total U.S. volume sales of domestic beer, by sub-segment, 2007-12
- Annual declines do not prevent light beer from retaining its top spot
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- Figure 27: Usage—Light/Low-calorie beer, April 2007-June 2012
- Figure 28: Mean usage—Light/Low-calorie beer, April 2007-June 2012
- Light domestic beer appeals to men, but also should target women
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- Figure 29: Usage—Light/Low-calorie beer, by gender and age, April 2011-June 2012
- Premium and popular beer brands take a hit, while ice beer avoids slips
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- Figure 30: Usage—Regular domestic beer, April 2007-June 2012
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- Figure 31: Mean usage—Regular domestic beer, April 2007-June 2012
- Super-premium, craft, and FMBs lead domestic beer’s growth
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- Figure 32: Consumption of beer, by category, in 000 2.25-gallon cases, 2010-11
- Small, but steady usage not enough to bolster malt liquor
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- Figure 33: Usage—Malt liquor, April 2007-June 2012
- Figure 34: Mean usage—Malt liquor, April 2007-June 2012
Segment Performance – Imported Beer
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- Key points
- Imported beer slowly recapturing momentum
- Sales and forecast of imported beer
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- Figure 35: Sales and forecast of imported beer, at current prices, 2007-17
- New brands, variety could help attain pre-recession consumption levels
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- Figure 36: Mean usage—Imported beer, April 2007-June 2012
- Light imported beer provides an opportunity for growth
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- Figure 37: Total U.S. volume sales of imported beer, by type, 2007-12
- Figure 38: Usage—Imported beer, by gender and age, April 2011-June 2012
Retail Channels
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- Key points
- Consumers remain shut-ins as on-premise volume continues to fall
- Off-premise dollar sales spiral upward while volume sales decrease
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- Figure 39: Total U.S. volume sales of beer, by location, 2007-12
- Figure 40: Total U.S. dollar sales of beer, by location, 2007-12
- Alcohol prices increased faster on-premise than off-premise
Retail Channels – On-premise
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- Key points
- On-premise volume sales slow free-fall reported since start of downturn
- Premium options help stabilize beer mentions on menus
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- Figure 41: Top menu item claim for beer in buffets, chain restaurants, independents, non-commercial locations, top 100 chain restaurants, and top chefs, Q3 2012
- Casual dining outlets showcase the power of beer spotlight
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- Figure 42: Domestic beer by restaurant segment in buffets, chain restaurants, independents, non-commercial locations, top 100 chain restaurants, and top chefs, Q3 2012
- Education, selection help to encourage on-premise beer sales
Retail Channels – Off-premise
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- Key points
- Beer dollar sales led by convenience stores
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- Figure 43: Total U.S. retail (off-premise) dollar sales of beer, by channel, 2007-12
- Convenience stores remain a top choice for beer buyers
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- Figure 44: Total U.S. convenience store dollar sales of beer, 2007-12
- Selection fuels liquor/package store, supermarket sales
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- Figure 45: Total U.S. liquor/package store sales of beer, 2007-12
- Figure 46: Total U.S. supermarket dollar sales of beer, 2007-12
- Natural channel sales show emphasis on brand narratives
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- Figure 47: Natural supermarket sales of beer, at current prices, 2010-12*
- Imported beer outsells domestic in natural channel
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- Figure 48: Natural supermarket sales of beer, at inflation-adjusted prices, 2010-12*
- Supermarket, liquor stores are consumer-favored beer retailers
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- Figure 49: Retail channel preferences, by type of beer, July 2012
- High-income domestic beer buyers embrace club stores
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- Figure 50: Retail channel preferences for domestic beer, by household income, July 2012
- Specialty beverage shops attract high-income imported beer shoppers
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- Figure 51: Retail channel preferences for imported beer, by household income, July 2012
- Selection, price most influential for beer purchases across retailers
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- Figure 52: Beer purchase attitudes and behavior, by type of beer, July 2012
- Northeastern beer buyers like selection, Midwest goes for promotions
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- Figure 53: Beer purchase attitudes and behavior, by region, July 2012
Leading Companies
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- Key points
- A-B InBev reasserts U.S. dominance with Bud Light branded innovations
- Tenth and Blake helps MillerCoors remain profitable
- Crown Imports grows volume through marketing, new brands
- Dos Equis leads Heineken’s U.S. performance, inspires strategy
- Manufacturer shipments of U.S. beer market
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- Figure 54: Total beer market shipments by supplier, in 000 2.25-gallon cases, 2006-11
Brand Share – Domestic Beer
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- Key points
- Domestic light beer dominates U.S. beer market in sales, preferences
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- Figure 55: Light/Low-calorie beer (cans or bottles), by gender and age, April 2011-June 2012
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- Figure 56: Top 20 beer brands, in 000 2.25-gallon cases, 2010 and 2011
- Bud Light rolls out line extensions, MillerCoors plays with packaging
- Coors, Pabst Blue Ribbon show gains in regular domestic beer segment
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- Figure 57: Usage—Regular domestic beer, April 2007-June 2012
- To reverse sales declines, A-B InBev invests in Budweiser
- Yuengling captures volume growth with distribution expansion
- Malt liquor shipments fall as consumption continues to decline
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- Figure 58: Leading brands of malt liquor, in 000 2.25-gallon cases, 2010 and 2011
- Cocktail inspiration helps flavored malt beverages grow
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- Figure 59: Leading flavored malt beverage brands, in 000 2.25-gallon cases, 2010 and 2011
Brand Share – Imported Beer
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- Key points
- Consumer curiosity helps imported beer rebound from recession
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- Figure 60: Leading imported beer brands, in 000 2.25-gallon cases, 2010 and 2011
- Figure 61: Usage—Imported beer, April 2007-June 2012
- Crown Imports aims to make Modelo Especial more “interesting”
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- Figure 62: Modelo Especial, television ad, 2012
- Dos Equis updates packaging to continue upward trajectory
- Heineken, Stella Artois go classy in order to gain drinkers
- Newcastle embodies “No Bollocks” motto with heritage ad campaign
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- Figure 63: Newcastle Brown Ale, television ad, 2012
Innovations and Innovators
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- Line extensions provide innovation without reintroduction
- Packaging changes dominate domestic product releases
- Imported beers seek consumer connection through limited-edition beers
- Variety packs target curious, but cautious, beer drinkers
Marketing Strategies
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- Overview of the U.S. beer market
- Brand analysis: Budweiser
- Online initiatives
- TV presence
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- Figure 64: Budweiser, television ad, 2012
- Print and other
- Brand analysis: Miller Lite
- Online initiatives
- TV presence
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- Figure 65: Miller Lite, television ad, 2012
- Print and other
- Brand analysis: Heineken
- Online initiatives
- TV presence
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- Figure 66: Heineken, television ad, 2012
- Brand analysis: Corona Light
- Online initiatives
- TV presence
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- Figure 67: Corona Light, television ad, 2012
Social Media – Beer
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- Key points
- Key social media metrics
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- Figure 68: Key performance indicators
- Market overview
- Brand usage and awareness
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- Figure 69: Brand usage and awareness of beer brands, November 2012
- Brand satisfaction
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- Figure 70: Levels of satisfaction with selected beer brands, November 2012
- Interaction with beer brands
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- Figure 71: Interaction with beer brands, November 2012
- Motivations for interacting with beer brands
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- Figure 72: Why people interact with beer brands, November 2012
- Online conversations
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- Figure 73: Average number of mentions of selected beer brands, by day, Sept. 19-Nov. 19, 2012
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- Figure 74: Percentage of online consumer conversation, by selected beer brands, Sept. 19-Nov. 19, 2012
- Figure 75: Trends in online mentions of selected beer brands, by week, Sept. 19-Nov. 19, 2012,
- Where people are talking about beer?
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- Figure 76: Online mentions of selected beer brands, by page type, Sept. 19-Nov. 19, 2012
- What are people talking about?
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- Figure 77: Online mentions by types of conversations concerning selected beer brands, Sept. 19-Nov. 19, 2012
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- Figure 78: Types of online conversation regarding selected beer brands, by day, Sept. 19-Nov. 19, 2012
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- Figure 79: Types of online conversations regarding selected beer brands, by type of website, Sept. 19-Nov. 19, 2012
- Analysis by brand
- Brand analysis: Bud Light
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- Figure 80: Bud Light—key social media indicators, as of Nov. 26, 2012
- Key online campaigns
- What we think
- Brand analysis: Corona
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- Figure 81: Corona—key social media indicators, as of Nov. 26, 2012
- Key online campaigns
- What we think
- Brand analysis: Heineken
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- Figure 82: Heineken—key social media indicators, as of Nov. 26, 2012
- Key online campaigns
- What we think
- Brand analysis: Coors Light
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- Figure 83: Coors Light—key social media indicators, as of Nov. 13, 2012
- Key online campaigns
- What we think
- Brand analysis: Miller Lite
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- Figure 84: Miller Lite—key social media indicators, as of Nov. 13, 2012
- Key online campaigns
- What we think
- Brand analysis: Dos Equis
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- Figure 85: Dos Equis—key social media indicators, as of Nov. 13, 2012
- Key online campaigns
- What we think
The Consumer – Beer Usage, Types, and Preferences
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- Key points
- Despite volume declines, domestic retains spot as top beer choice
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- Figure 86: Incidence and frequency of personal beer consumption, by type of beer, July 2012
- Craft beer gaining more consumption occasions
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- Figure 87: Alterations in beer consumption habits, by type of beer, July 2012
- Health, expense the main reasons for cutting back on beer
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- Figure 88: Attitudes and behaviors explaining a reduction in personal beer consumption, July 2012
- Beer drinkers earning $75K-99.9K choose options from across segments
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- Figure 89: Volume consumption of beer, by type of beer, by household income, July 2012
- Millennials most likely to drink a variety of beer types
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- Figure 90: Incidence and frequency of any beer consumption, by type of beer, by generation, July 2012
- Beer discovery important to younger, mostly male, drinkers
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- Figure 91: Beer drinking attitudes and behaviors, by gender and age, July 2012
- Women most interested in price, lighter beer options
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- Figure 92: Important attributes when selecting beer, by gender, July 2012
The Consumer – Domestic Beer Usage and Preferences
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- Key points
- Domestic beer has most universal appeal among 21+ consumers
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- Figure 93: Incidence and frequency of domestic beer consumption, by gender and age, July 2012
- Middle-aged consumers are highest-volume domestic drinkers
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- Figure 94: Volume consumption of domestic beer, by age, July 2012
- Midwesterners most frequent and highest-volume domestic drinkers
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- Figure 95: Incidence and frequency of domestic beer consumption, by region, July 2012
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- Figure 96: Volume consumption of domestic beer, by region, July 2012
- Young women give domestic beer high points for light options
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- Figure 97: Attitude and behaviors toward domestic beer, by gender and age, July 2012
- Women drink domestic light beer in social situations
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- Figure 98: Domestic beer consumption occasion and location, by gender and age, July 2012
- Most domestic drinkers are not picky about brands, types
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- Figure 99: Domestic beer drinking attitudes and behaviors, July 2012
- Middle-aged men prefer craft’s taste, but see domestic as a better value
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- Figure 100: Attitudes toward taste and value, domestic vs. craft beer, by gender and age, July 2012
- Millennials show preference for taste of craft beer
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- Figure 101: Attitudes toward taste and value, domestic vs. craft beer, by generation, July 2012
- Domestic beer loses to imported beer among Millennials, Generation X
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- Figure 102: Attitudes toward taste and value, domestic vs. imported beer, by generation, July 2012
The Consumer – Imported Beer Usage and Preferences
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- Key points
- Consumers work imported beer into drinking rotation
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- Figure 103: Incidence and frequency of imported beer consumption, by gender and age, July 2012
- Nearly a majority of drinkers drink one to four imported beers
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- Figure 104: Volume consumption of imported beer, by age, July 2012
- Coastal Americans keen on beers from abroad
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- Figure 105: Incidence and frequency of imported beer consumption, by region, July 2012
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- Figure 106: Volume consumption of imported beer, by region, July 2012
- Young men most opinionated about imported beer
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- Figure 107: Attitudes and behaviors toward imported beer, by gender and age, July 2012
- Young women most apt to drink imported beer while socializing
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- Figure 108: Imported beer consumption occasion and location, by gender and age, July 2012
- Imported beer drinkers curious about new releases
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- Figure 109: Imported beer drinking attitudes and behaviors, July 2012
- Generation X prefers taste of craft to imported, both similar in value
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- Figure 110: Attitudes toward taste and value, imported vs. craft beer, by generation, July 2012
The Consumer – Malt Liquor Usage and Preferences
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- Key points
- Malt liquor least frequently consumed among all beer segments
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- Figure 111: Incidence and frequency of malt liquor/malt beverage consumption, by gender, July 2012
- Millennials’ cross-segment consumption includes malt liquor brands
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- Figure 112: Incidence and frequency of malt liquor/malt beverage consumption, by generation, July 2012
- Taste, price important to malt liquor drinkers
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- Figure 113: Important attributes when selecting malt liquor/malt beverages, July 2012
- Malt liquor drinkers concerned about food pairings, freshness
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- Figure 114: Malt liquor/malt beverage beer drinking attitudes and behaviors, July 2012
Race and Hispanic Origin – Usage and Purchase
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- Key points
- Hispanics, Asians report highest frequencies of beer consumption
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- Figure 115: Incidence of any beer consumption, by type of beer, by race/Hispanic origin, July 2012
- Hispanics turn to domestic brands more often than imported beer
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- Figure 116: Incidence and frequency of domestic beer consumption by race/Hispanic origin, July 2012
- Figure 117: Incidence and frequency of imported beer consumption, by race/Hispanic origin, July 2012
- Bud Light finds niche with non-white consumers
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- Figure 118: Light/Low-calorie beer (cans or bottles), by race/Hispanic origin, April 2011-June 2012
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- Figure 119: Light/Low-calorie beer (cans or bottles), by Hispanic origin and age, April 2011-June 2012
- Supermarkets, liquor stores rank as most popular beer retailers
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- Figure 120: Retail channel preferences, by type of beer, by race/Hispanic origin, July 2012
- Hispanics show varying retail channel preferences by beer segment
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- Figure 121: Retail channel preferences, by domestic beer, by Hispanic origin, July 2012
- Figure 122: Retail channel preferences, by imported beer, by Hispanic origin, July 2012
- On-premise consumption less likely among minority consumers
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- Figure 123: Beer consumption location, by race/Hispanic origin, July 2012
- Hispanics increasing consumption of imported, domestic beer
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- Figure 124: Alterations in imported beer consumption habits, by race/Hispanic origin, July 2012
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- Figure 125: Alterations in domestic beer consumption habits, by race/Hispanic origin, July 2012
Race and Hispanic Origin – Attitudes and Behaviors
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- Key points
- Health a key concern for Hispanic beer drinkers
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- Figure 126: Attitudes and behaviors for a reduction in beer consumption, by Hispanic origin, July 2012
- Taste, brand, price connect with Hispanic consumers
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- Figure 127: Important attributes when selecting beer, by Hispanic origin, July 2012
- Calories, patriotism inspire domestic beer purchases
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- Figure 128: Attitudes and behaviors toward domestic beer, by race/Hispanic origin, July 2012
- Hispanics concerned about price of imports, despite taste preference
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- Figure 129: Attitudes and behaviors toward imported beer, by race/Hispanic origin, July 2012
- Peers a strong influence on Hispanic beer choices
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- Figure 130: Beer drinking attitudes and behaviors on discovery and peers, by Hispanic origin, July 2012
- Hispanics split on beer’s match with food
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- Figure 131: Beer drinking attitudes and behaviors on food pairing, by Hispanic origin, July 2012
Special Supplement – Hard Cider Makes a Comeback
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- Cider’s recent boom
- Hard cider has potential for further U.S. growth
- Companies and brands
Appendix – Other Useful Consumer Tables
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- Beer usage, types, and preferences
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- Figure 132: Incidence and frequency of personal beer consumption, by type of beer, by gender, July 2012
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- Figure 133: Incidence and frequency of any personal beer consumption, by generation, July 2012
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- Figure 134: Volume consumption of beer, by type of beer, July 2012
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- Figure 135: Volume consumption of beer, by type of beer, by Hispanic origin, July 2012
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- Figure 136: Volume consumption of beer, by type of beer, by race and Hispanic origin, July 2012
- Attitudes and behaviors toward beer
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- Figure 137: Beer drinking attitudes and behaviors, by generation, July 2012
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- Figure 138: Important attributes when selecting beer, by generation, July 2012
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- Figure 139: Important attributes when selecting beer for personal consumption, by type of beer, July 2012
- Retail preferences
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- Figure 140: Retail channel preferences, by any beer, by generation, July 2012
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- Figure 141: Beer purchase attitudes and behaviors, by generation, July 2012,
- Beer consumption occasions and locations
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- Figure 142: Beer consumption occasions and locations by type of beer, July 2012
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- Figure 143: Beer consumption occasions and locations by any beer, by generation, July 2012
- Changes in beer consumption
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- Figure 144: Alterations in beer consumption habits, by any beer, by gender and age, July 2012
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- Figure 145: Attitudes and behaviors explaining a reduction in beer consumption, by type of beer, July 2012
Appendix – Social Media – Beer
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- Brand usage and awareness
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- Figure 146: Usage and awareness of the Bud Light brand, October 2012
- Figure 147: Usage and awareness of the Coors Light brand, October 2012
- Figure 148: Usage and awareness of the Corona brand, October 2012
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- Figure 149: Usage and awareness of the Dos Equis brand, October 2012
- Figure 150: Usage and awareness of the Heineken brand, October 2012
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- Figure 151: Usage and awareness of the Miller Lite brand, October 2012
- Satisfaction with brands
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- Figure 152: Satisfaction with brands, November 2012
- Figure 153: Satisfaction with the Bud Light brand, by demographics, November 2012
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- Figure 154: Satisfaction with the Coors Light brand, by demographics, November 2012
- Figure 155: Satisfaction with the Corona brand, by demographics, November 2012
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- Figure 156: Satisfaction with the Dos Equis brand, by demographics, November 2012
- Figure 157: Satisfaction with the Heineken brand, by demographics, November 2012
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- Figure 158: Satisfaction with the Miller Lite brand, by demographics, November 2012
- Interaction with brands
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- Figure 159: Interaction with the Bud Light brand, by demographics, November 2012
- Figure 160: Interaction with the Coors Light brand, by demographics, November 2012
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- Figure 161: Interaction with the Corona brand, by demographics, November 2012
- Figure 162: Interaction with the Dos Equis brand, by demographics, November 2012
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- Figure 163: Interaction with the Heineken brand, by demographics, November 2012
- Figure 164: Interaction with the Miller Lite brand, by demographics, November 2012
- Motivations for interaction
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- Figure 165: Reason for interaction with the Bud Light brand, by demographics, November 2012
- Figure 166: Reason for interaction with the Coors Light brand, by demographics, November 2012
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- Figure 167: Reason for interaction with the Corona brand, by demographics, November 2012
- Figure 168: Reason for interaction with the Heineken brand, by demographics, November 2012
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- Figure 169: Reason for interaction with the Miller Lite brand, by demographics, November 2012
- Online conversations
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- Figure 170: Average number of mentions of selected beer brands, by day, Sept. 19-Nov. 19, 2012
- Figure 171: Select beer brands’ share of conversations, Sept. 19-Nov. 19, 2012
- Figure 172: Conversations by brand, Sept. 19-Nov. 19, 2012
- Where people are talking about white spirits brands
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- Figure 173: Selected beers brands’ share of brand conversations, by page type, Sept. 19-Nov. 19, 2012
- What are people talking about?
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- Figure 174: Types of conversations concerning selected beer brands, Sept. 19-Nov. 19, 2012
- Figure 175: Types of conversation regarding selected beer brands, by day, Sept. 19-Nov. 19, 2012
- Figure 176: Types of conversation regarding selected beer brands, by type of website, Sept. 19-Nov. 19, 2012
Appendix – Trade Associations
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