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Domestic Beer - US - May 2004

INTRODUCTION AND ABBREVIATIONS
Introduction
Other Relevant Reports
Definition
Abbreviations & Terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Dueling Generations
A Growing Hispanic Population
A Vast Majority Of The Market Held By A Few
Imports Continue To Gain Ground
Fun And Games And Good Health Too
Liquor Stores, Convenience Stores, Supermarkets
 CONSUMERS AND BEER
Sales Growth To Continue Keeping Pace With Inflation
MARKET DRIVERS
The Influence Of Age Groups
Figure 1: American generations, 2000-10
Continued Growth Of Imports And Hispanic Population
Figure 2: American population projections, by race and ethnicity, 2000-2010
Low Carb Diets Take A Toll
Underage Marketing
MARKET SIZE & TRENDS
Figure 3: Total U.S. retail sales of domestic beer, at current and constant prices, 1998-2003
Graph 1: Total U.S. retail sales of domestic beer, at current and constant prices, 1998-2003
MARKET SEGMENTATION
Beer Types
Figure 4: Sales of domestic beer, segmented by types of beer, 2001 & 2003
Regular Domestic Beer
Figure 5: Sales of regular domestic beer, at current and constant prices, 1998-2003
Light/Low Calorie Beer
Figure 6: Sales of light/low calorie domestic beer, at current and constant prices, 1998-2003
Malt Beverages
Figure 7: Sales of malt beverages, at current and constant prices, 1998-2003
Figure 8: Sales of malt beverages (excluding malt liquor), at current and constant prices, 1998-2003
Figure 9: Sales of malt liquor, at current and constant prices, 1998-2003
Non-Alcoholic Beverages
Figure 10: Sales of non-alcoholic domestic beer, at current and constant prices, 1998-2003
SUPPLY STRUCTURE
 FOREIGN TRADE
Figure 11: Total U.S. beer imports*, 1999-2003
Figure 12: U.S. beer imports*, top originating countries, 2001 and 2003
Figure 13: Total U.S. beer exports*, 1999-2003
Figure 14: U.S. beer exports*, top destination countries, 2001 and 2003
 COMPANIES AND BRANDS
Figure 15: Manufacturer sales of domestic beer in the U.S., 2001 & 2003
Figure 16: Manufacturer brand sales of domestic beer in the U.S., 2001 & 2003
Anheuser-Busch Companies, Inc.
Miller Brewing Company
Adolph Coors Company
Pabst Brewing Company
ADVERTISING & PROMOTION
The Miller Brewing Company
Coors
Pabst Brewing Company
RETAIL DISTRIBUTION
Introduction
Figure 17: U.S. retail sales of domestic beer, by channel, 2001 & 2003
Package And Liquor Stores
Figure 18: U.S. package and liquor store sales of domestic beer, at current and constant prices, 1998-2003
Convenience Stores
Figure 19: U.S. convenience store sales of domestic beer, at current and constant prices, 1998-2003
Supermarkets
Figure 20: U.S. supermarket sales of domestic beer, at current and constant prices, 1998-2003
THE CONSUMER
Introduction
Types Of Beer Consumed
Figure 21: Types of beer consumed, January—September 2003
Figure 22: Profile of beer consumers, January—September 2003
Light/Low Calorie Beer Consumption
Figure 23: Light/low calorie beer consumption, January—September 2003
Figure 24: Light/low calorie beer consumption, by gender, January—September 2003
Figure 25: Light/low calorie beer consumption, by race/ethnicity, January—September 2003
Consumption Of Regular Domestic Beer
Figure 26: Consumption of regular domestic beer, January—September 2003
Figure 27: Consumption of regular domestic beer, by gender, January—September 2003
Figure 28: Consumption of regular domestic beer, by race/ethnicity, January—September 2003
Graph 2: Consumption of regular domestic beer vs. light/low calorie beer, January—September 2003
Beer Consumption In The Past Three Months
Figure 29: Beer consumption, April 2004
Figure 30: Beer consumption, by gender, April 2004
Figure 31: Beer consumption, by age, April 2004
Figure 32: Beer consumption, by income, April 2004
Figure 33: Beer consumption, by race/ethnicity, April 2004
Legal Drinking Age For Beer
Figure 34: Legal drinking age for beer, April 2004
Figure 35: Legal drinking age for beer, by gender, April 2004
Figure 36: Legal drinking age for beer, by age, April 2004
Legal Drinking Age For Hard Liquor
Figure 37: Legal drinking age for hard liquor, April 2004
Figure 38: Legal drinking age for hard liquor, by gender, April 2004
Figure 39: Legal drinking age for hard liquor, by age, April 2004
Occasions And Places For Beer Consumption
Figure 40: Favorite occasions and places for beer consumption, April 2004
Figure 41: Profile of places and occasions where respondents are most likely to drink beer, April 2004
Figure 42: Profile of places and occasions where respondents are sometimes likely to drink beer, April 2004
Where Beer Is Purchased
Figure 43: Places where beer is purchased, April 2004
Graph 3: Places where beer is purchased, April 2004
Figure 44: Profile of places where respondents usually purchase beer, April 2004
Figure 45: Profile of places where respondents sometimes purchase beer, April 2004
Willingness To Try New Products
Figure 46: Trying new beer, April 2004
Figure 47: Trying new beer, by age, April 2004
Figure 48: Trying new beer, by educational attainment, April 2004
Reasons For Trying New Beers
Figure 49: Reasons for trying new beer, April 2004
Summary
FUTURE & FORECAST
 FUTURE TRENDS
Overview
Gender Gap
The Low Carb Craze
Ethnic Growth
 MARKET FORECAST
Domestic Beer
Figure 50: Forecast of U.S. retail sales of domestic beer, at current and constant prices, 2003-08
Graph4: Total U.S. retail sales of domestic beer, 1998-2003, and forecast, 2004-08
Regular Domestic Beer
Figure 51: Forecast of U.S. retail sales of regular domestic beer, at current and constant prices, 2003-08
Light/Low Calorie Domestic Beer
Figure 52: Forecast of U.S. retail sales of light/low calorie domestic beer, at current and constant prices, 2003-08
Forecast Factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT DEVELOPMENTS
 CATEGORY REVIEW
Figure 53: New product introductions of beer and cider, 1998-2004
 NEW PRODUCT BRIEFS
SABMiller: Miller Lite in Fridge Packs
Great Plains Brewing Company: Pony Express
F. X. Matt Brewing: Low Carbohydrate Beer
Boston Beer: Samuel Adams Winter Classics
Coors: Aspen Edge
SABMiller: SKYY Sport Flavored Malt Beverage
Pabst Brewing: Rainier
Stroh Brewing/G. Heileman Brewing: Pure Genuine Old Style
Anheuser-Busch: Bud Light
Anheuser-Busch: Anheuser World Select

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