CHAPTER
1. THE U.S. BEER MARKET
The National Beer Market pg..........1
- Overview pg..........1
- Volume pg..........3
- Per Capita Consumption pg..........4
- Growth pg..........5
Exhibits pg..........7
2. THE REGIONAL AND STATE BEER MARKETS
The Regional Beer Markets pg..........11
- Overview pg..........11
- Per Capita Consumption pg..........15
The State Beer Markets pg..........16
- The Leading States by Region pg..........16
- The Leading States by Consumption pg..........18
- Per Capita Consumption pg..........19
Exhibits pg..........20
3. THE U.S. BEER MARKET CATEGORIES
The U.S. Beer Market by Category pg..........35
- Overview pg..........35
- Light Beers pg..........45
- Premium Beers pg..........46
- Popular Beers pg..........47
- Superpremium Beers pg..........48
- Malternatives pg..........49
- Malt Liquors pg..........49
- Ice Beers pg..........50
- Non–Alcoholic Beers pg..........50
The U.S. Beer Market by Price Category pg..........51
- Overview pg..........51
- Prestige Beers pg..........51
- Mass Market Beers pg..........52
- Price Beers pg..........52
Exhibits pg..........53
4. BEER IMPORTS AND EXPORTS
The Imported Beer Market pg..........83
- Overview pg..........83
- Volume by Country of Origin pg..........87
- Dollar Value by Country of Origin pg..........94
- Dollars Per Case by Country of Origin pg..........97
- Imported Volume by Brand pg..........98
U.S. Beer Exports pg..........106
- Volume by Country pg..........106
Exhibits pg..........109
5. THE LEADING BREWERS AND THEIR BRANDS
The Brewers and Their Strategies pg..........123
- Overview pg..........123
- The Leading Brewers pg..........127
- The Leading Microbrewers pg..........133
- The Leading Brewpubs pg..........135
- The Leading Brewers and Importers pg..........136
Anheuser–Busch
- Overview pg..........137
- Marketing pg..........151
- Management pg..........168
SABMiller
- Overview pg..........171
- Marketing pg..........202
- Management pg..........212
Coors Brewing Company
- Overview pg..........215
- Marketing pg..........226
- Management pg..........230
The Leading Brands pg..........231
- Overview pg..........231
Exhibits pg..........234
6. PACKAGED AND DRAFT BEER IN THE U.S.
Beer Packaging pg..........261
- Overview pg..........261
- Packaged Beer Volume by Container Type pg..........265
- Packaged and Draft Volume by Region pg..........267
- Packaged Volume by State pg..........269
- Draft Volume by State pg..........270
- Packaged and Draft Imported Beer pg..........271
- Imported Packaged Beer Volume by Container Type pg..........272
Exhibits pg..........273
7. BEER INDUSTRY PRICING IN THE U.S.
Beer Pricing pg..........287
- Consumer Prices pg..........287
- Producer Prices pg..........289
- Producer Prices by Package Type pg..........291
Exhibits pg..........294
8. BEER DISTRIBUTION IN THE U.S.
Beer Distribution pg..........297
- Overview pg..........297
- Volume by Distribution Channel pg..........300
Exhibits pg..........306
9. BEER ADVERTISING IN THE U.S.
Beer Marketing pg..........309
- Overview pg..........309
- Imported Beer pg..........310
- Domestic Beer pg..........313
Advertising Expenditures by Category pg..........315
- Overview pg..........315
Advertising Expenditures by Brand pg..........320
- Light Beers pg..........320
- Premium Beers pg..........323
- Imported Beers pg..........324
- Superpremium Beers pg..........328
- Malternatives pg..........330
- Popular Beers pg..........331
- Malt Liquors pg..........333
- Non–Alcoholic Beers pg..........333
- Ales pg..........333
Leading Domestic Brewers' Advertising Expenditures pg..........334
- Overview pg..........334
- Advertising Dollars Per Barrel pg..........335
Leading Domestic Brands' Advertising Expenditures pg..........337
- Overview pg..........337
- Advertising Dollars Per Barrel pg..........339
Advertising Expenditures by Media pg..........342
- Overview pg..........342
Exhibits pg..........345
10. DEMOGRAPHICS OF THE U.S. BEER CONSUMER
The Beer Consumer pg..........375
- Overview pg..........375
- Regular Domestic and Light Beer pg..........379
- Budweiser and Miller Lite pg..........387
Exhibits pg..........393
11. THE PROJECTED U.S. BEER MARKET
The Projected National Beer Market pg..........403
- Overview pg..........403
- The Projected Beer Market by Category pg..........406
- The Projected Packaged and Draft Beer Markets pg..........408
Exhibits pg..........409
EXHIBIT
1. THE U.S. BEER MARKET
1.1 U.S. Beer Market Volume 1965 – 2007 pg..........7
1.2 U.S. Beer Market Change in Volume 1976 – 2007 pg..........8
1.3 U.S. Beer Market Per Capita Consumption 1965 – 2007 pg..........9
1.4 U.S. Beer Market Compound Annual Growth 1982 – 2007 pg..........10
2. THE REGIONAL AND STATE BEER MARKETS
2.5 U.S. Beer Market Volume by Region 2002 – 2007 pg..........20
2.6 U.S. Beer Market Share of Volume by Region 2002 – 2007 pg..........21
2.7 U.S. Beer Market Change in Volume by Region 2003 – 2007 pg..........22
2.8 U.S. Beer Market Per Capita Consumption by Region 2002 – 2007 pg..........23
2.9 Southern Beer Market Volume by State 2002 – 2007 pg..........24
2.10 East Central Beer Market Volume by State 2002 – 2007 pg..........25
2.11 Northeastern Beer Market Volume by State 2002 – 2007 pg..........26
2.12 Pacific Beer Market Volume by State 2002 – 2007 pg..........27
2.13 Southwestern Beer Market Volume by State 2002 – 2007 pg..........28
2.14 West Central Beer Market Volume by State 2002 – 2007 pg..........29
2.15 Western Beer Market Volume by State 2002 – 2007 pg..........30
2.16 The Leading Beer Consumption States Volume 2002 – 2007 pg..........31
2.17 The Leading Beer Consumption States Share of Volume 2002 – 2007 pg..........32
2.18 The Leading Beer Consumption States Change in Volume 2003 – 2007 pg..........33
2.19 The Leading Beer Consumption States Per Capita Consumption 2002 – 2007 pg..........34
3. THE U.S. BEER MARKET CATEGORIES
3.20 U.S. Beer Market Volume by Category 2002 – 2007 pg..........53
3.21 U.S. Beer Market Share of Volume by Category 2002 – 2007 pg..........54
3.22 U.S. Beer Market Change in Volume by Category 2003 – 2007 pg..........55
3.23 U.S. Light Beer Market Volume by Brand 2002 – 2007 pg..........56
3.24 U.S. Light Beer Market Share of Volume by Brand 2002 – 2007 pg..........57
3.25 U.S. Light Beer Market Change in Volume by Brand 2003 – 2007 pg..........58
3.26 U.S. Premium Beer Market Volume by Brand 2002 – 2007 pg..........59
3.27 U.S. Premium Beer Market Share of Volume by Brand 2002 – 2007 pg..........60
3.28 U.S. Premium Beer Market Change in Volume by Brand 2003 – 2007 pg..........61
3.29 U.S. Popular Beer Market Volume by Brand 2002 – 2007 pg..........62
3.30 U.S. Popular Beer Market Share of Volume by Brand 2002 – 2007 pg..........63
3.31 U.S. Popular Beer Market Change in Volume by Brand 2003 – 2007 pg..........64
3.32 U.S. Superpremium Beer Market Volume by Brand 2002 – 2007 pg..........65
3.33 U.S. Superpremium Beer Market Share of Volume by Brand 2002 – 2007 pg..........66
3.34 U.S. Superpremium Beer Market Change in Volume by Brand 2003 – 2007 pg..........67
3.35 U.S. Malternative Market Volume by Brand 2002 – 2007 pg..........68
3.36 U.S. Malternative Market Share of Volume by Brand 2002 – 2007 pg..........69
3.37 U.S. Malternative Market Change in Volume by Brand 2003 – 2007 pg..........70
3.38 U.S. Malt Liquor Market Volume by Brand 2002 – 2007 pg..........71
3.39 U.S. Malt Liquor Market Share of Volume by Brand 2002 – 2007 pg..........72
3.40 U.S. Malt Liquor Market Change in Volume by Brand 2003 – 2007 pg..........73
3.41 U.S. Domestic Ice Beer Market Volume by Brand 2002 – 2007 pg..........74
3.42 U.S. Domestic Ice Beer Market Share of Volume by Brand 2002 – 2007 pg..........75
3.43 U.S. Domestic Ice Beer Market Change in Volume by Brand 2003 – 2007 pg..........76
3.44 U.S. Domestic and Imported Non–Alcoholic Beer Market Volume by Brand 2002 – 2007 pg..........77
3.45 U.S. Domestic and Imported Non–Alcoholic Beer Market Share of Volume by Brand 2002 – 2007 pg..........78
3.46 U.S. Domestic and Imported Non–Alcoholic Beer Market Change in Volume by Brand 2003 – 2007 pg..........79
3.47 U.S. Beer Market Price Categories Comparative Volumes 2002 – 2007 pg..........80
3.48 U.S. Beer Market Price Categories Comparative Volume Shares 2002 – 2007 pg..........81
3.49 U.S. Beer Market Price Categories Comparative Growth 2003 – 2007 pg..........82
4. BEER IMPORTS AND EXPORTS
4.50 Total Beer Imports All Countries 1965 – 2007 pg..........109
4.51 U.S. Imported Beer Market Volume by Country 2002 – 2007 pg..........110
4.52 U.S. Imported Beer Market Share of Volume by Country 2002 – 2007 pg..........111
4.53 U.S. Imported Beer Market Change in Volume by Country 2003 – 2007 pg..........112
4.54 U.S. Imported Beer Market Dollar Value by Country 2002 – 2007 pg..........113
4.55 U.S. Imported Beer Market Share of Dollar Value by Country 2002 – 2007 pg..........114
4.56 U.S. Imported Beer Market Change in Dollar Value by Country 2003 – 2007 pg..........115
4.57 U.S. Imported Beer Market Dollars Per Case by Country 2002 – 2007 pg..........116
4.58 U.S. Imported Beer Market Volume by Brand 2002 – 2007 pg..........117
4.59 U.S. Imported Beer Market Share of Volume by Brand 2002 – 2007 pg..........118
4.60 U.S. Imported Beer Market Change in Volume by Brand 2003 – 2007 pg..........119
4.61 U.S. Beer Exports Volume by Country 2002 – 2007 pg..........120
4.62 U.S. Beer Exports Share of Volume by Country 2002 – 2007 pg..........121
4.63 U.S. Beer Exports Change in Volume by Country 2003 – 2007 pg..........122
5. THE LEADING BREWERS AND THEIR BRANDS
5.64 The Top Ten Domestic Brewers Volume 2002 – 2007 pg..........234
5.65 The Top Ten Domestic Brewers Share of U.S. Beer Market and Cumulative Share 2002 – 2007 pg..........235
5.66 The Top Ten Domestic Brewers Change in Volume 2003 – 2007 pg..........236
5.67 The Top 20 Domestic Brewers Volume 2002 – 2007 pg..........237
5.68 The Top 20 Domestic Brewers Share of Volume 2002 – 2007 pg..........238
5.69 The Top 20 Domestic Brewers Change in Volume 2003 – 2007 pg..........239
5.70 Leading U.S. Microbrewers Volume 2002 – 2007 pg..........240
5.71 Leading U.S. Microbrewers Share of Volume 2002 – 2007 pg..........241
5.72 Leading U.S. Microbrewers Change in Volume 2003 – 2007 pg..........242
5.73 Leading U.S. Brewpubs Volume 2002 – 2007 pg..........243
5.74 Leading U.S. Brewpubs Share of Volume 2002 – 2007 pg..........244
5.75 Leading U.S. Brewpubs Change in Volume 2003 – 2007 pg..........245
5.76 The Leading Brewers and Importers Volume 2002 – 2007 pg..........246
5.77 Anheuser–Busch Volume by Brand 2002 – 2007 pg..........247
5.78 Anheuser–Busch Share of Volume by Brand 2002 – 2007 pg..........248
5.79 Anheuser–Busch Change in Volume by Brand 2003 – 2007 pg..........249
5.80 Miller Volume by Brand 2002 – 2007 pg..........250
5.81 Miller Share of Volume by Brand 2002 – 2007 pg..........251
5.82 Miller Change in Volume by Brand 2003 – 2007 pg..........252
5.83 Coors Volume by Brand 2002 – 2007 pg..........253
5.84 Coors Share of Volume by Brand 2002 – 2007 pg..........254
5.85 Coors Change in Volume by Brand 2003 – 2007 pg..........255
5.86 The Top 15 Domestic Beer Brands Volume 2002 – 2007 pg..........256
5.87 The Top 15 Domestic Beer Brands Share of Volume 2002 – 2007 pg..........257
5.88 The Top 15 Domestic Beer Brands Change in Volume 2003 – 2007 pg..........258
5.89 The Top 15 Domestic Beer Brands Volume in Grocery Stores 2007 pg..........259
5.90 The Top 15 Domestic Beer Brands Retail Sales in Grocery Stores 2007 pg..........260
6. PACKAGED AND DRAFT BEER IN THE U.S.
6.91 U.S. Beer Market Packaged and Draft Volume and Share 1975 – 2007 pg..........273
6.92 U.S. Beer Market Change in Packaged and Draft Volume 1980 – 2007 pg..........274
6.93 U.S. Beer Market Packaged Volume and Share by Container Type 1982 – 2007 pg..........275
6.94 U.S. Beer Market Change in Packaged Volume by Container Type 1983 – 2007 pg..........276
6.95 Regional Beer Markets Packaged and Draft Volume 2002 – 2007 pg..........277
6.96 Regional Beer Markets Share of Packaged and Draft Volume 2002 – 2007 pg..........278
6.97 Regional Beer Markets Change in Packaged and Draft Volume 2003 – 2007 pg..........279
6.98 The Leading States in Packaged Beer Volume 2002 – 2007 pg..........280
6.99 The Leading States in Draft Beer Volume 2002 – 2007 pg..........281
6.100 Imported Beer Packaged and Draft Volume and Share 1972 – 2007 pg..........282
6.101 Imported Beer Change in Packaged and Draft Volume 1973 – 2007 pg..........283
6.102 Imported Packaged Beer Volume by Container Type 2002 – 2007 pg..........284
6.103 Imported Packaged Beer Share of Volume by Container Type 2002 – 2007 pg..........285
6.104 Imported Packaged Beer Change in Volume by Container Type 2003 – 2007 pg..........286
7. BEER INDUSTRY PRICING IN THE U.S.
7.105 Consumer Price Indexes Beer and Ale vs. All Items Growth 1975 – 2007 pg..........294
7.106 Producer Price Indexes Malt Beverages vs. All Items Growth 1990 – 2007 pg..........295
7.107 Producer Price Indexes Malt Beverages vs. All Commodities Growth by Package Types 1991 – 2007 pg..........296
8. BEER DISTRIBUTION IN THE U.S.
8.108 U.S. Beer Market Estimated Volume by Distribution Channel 2002 – 2007 pg..........306
8.109 U.S. Beer Market Estimated Share of Volume by Distribution Channel 2002 – 2007 pg..........307
8.110 U.S. Beer Market Estimated Change in Volume by Distribution Channel 2003 – 2007 pg..........308
9. BEER ADVERTISING IN THE U.S.
9.111 Domestic and Imported Beer Market Advertising Expenditures 1981 – 2007 pg..........345
9.112 U.S. Beer Market Advertising Expenditures by Category 2002 – 2007 pg..........346
9.113 U.S. Beer Market Share of Advertising Expenditures by Category 2002 – 2007 pg..........347
9.114 U.S. Beer Market Change in Advertising Expenditures by Category 2003 – 2007 pg..........348
9.115 Leading Light and Premium Brands Advertising Expenditures 2002 – 2007 pg..........349
9.116 Leading Light and Premium Brands Share of Advertising Expenditures 2002 – 2007 pg..........350
9.117 Leading Light and Premium Brands Change in Advertising Expenditures 2003 – 2007 pg..........351
9.118 Leading Import Brands Advertising Expenditures 2002 – 2007 pg..........352
9.119 Leading Import Brands Share of Advertising Expenditures 2002 – 2007 pg..........353
9.120 Leading Import Brands Change in Advertising Expenditures 2003 – 2007 pg..........354
9.121 Leading Superpremium and Malternative Brands Advertising Expenditures 2002 – 2007 pg..........355
9.122 Leading Superpremium and Malternative Brands Share of Advertising Expenditures 2002 – 2007 pg..........356
9.123 Leading Superpremium and Malternative Brands Change in Advertising Expenditures 2003 – 2007 pg..........357
9.124 Leading Popular and Malt Liquor Brands Advertising Expenditures 2002 – 2007 pg..........358
9.125 Leading Popular and Malt Liquor Brands Share of Advertising Expenditures 2002 – 2007 pg..........359
9.126 Leading Popular and Malt Liquor Brands Change in Advertising Expenditures 2003 – 2007 pg..........360
9.127 Leading Non–Alcoholic and Ale Brands Advertising Expenditures 2002 – 2007 pg..........361
9.128 Leading Non–Alcoholic and Ale Brands Share of Advertising Expenditures 2002 – 2007 pg..........362
9.129 Leading Non-Alcoholic and Ale Brands Change in Advertising Expenditures 2003 – 2007 pg..........363
9.130 Leading Domestic Brewers Advertising Expenditures 2002 – 2007 pg..........364
9.131 Leading Domestic Brewers Share of Advertising Expenditures 2002 – 2007 pg..........365
9.132 Leading Domestic Brewers Change in Advertising Expenditures 2003 – 2007 pg..........366
9.133 Leading Domestic Brewers Advertising Dollars Per Barrel 2002 – 2007 pg..........367
9.134 Leading Domestic Brands Advertising Expenditures 2002 – 2007 pg..........368
9.135 Leading Domestic Brands Share of Advertising Expenditures 2002 – 2007 pg..........369
9.136 Leading Domestic Brands Change in Advertising Expenditures 2003 – 2007 pg..........370
9.137 Leading Domestic Brands Advertising Dollars Per Barrel 2002 – 2007 pg..........371
9.138 Domestic and Imported Beer Market Advertising Expenditures by Media 2002 – 2007 pg..........372
9.139 Domestic and Imported Beer Market Share of Advertising Expenditures by Media 2002 – 2007 pg..........373
9.140 Domestic and Imported Beer Market Change in Advertising Expenditures by Media 2003 – 2007 pg..........374
10. DEMOGRAPHICS OF THE U.S. BEER CONSUMER
10.141 Demographics of the Beer Consumer 2007 pg..........393
10.142 Demographics of the Regular Domestic Beer Consumer 2007 pg..........395
10.143 Demographics of the Light Beer Consumer 2007 pg..........397
10.144 Demographics of the Budweiser Consumer 2007 pg..........399
10.145 Demographics of the Miller Lite Consumer 2007 pg..........401
11. THE PROJECTED U.S. BEER MARKET
11.146 The Projected U.S. Beer Market Volume 1965 – 2012 pg..........409
11.147 The Projected U.S. Beer Market Change in Volume 1976 – 2012 pg..........410
11.148 The Projected U.S. Beer Market Compound Annual Growth 1981 – 2012 pg..........411
11.149 The Projected U.S. Beer Market Per Capita Consumption 1965 – 2012 pg..........412
11.150 The Projected U.S. Beer Market Volume and Growth by Category 2007 – 2012 pg..........413
11.151 The Projected U.S. Beer Market Share of Volume by Category 2007 – 2012 pg..........414
11.152 The Projected High–End U.S. Beer Market Volume and Growth by Category 2007 – 2012 pg..........415
11.153 The Projected High–End U.S. Beer Market Share of Volume by Category 2007 – 2012 pg..........416
11.154 The Projected U.S. Packaged and Draft Beer Markets Volume and Growth by Category 2007 – 2012 pg..........417
11.155 The Projected U.S. Packaged and Draft Beer Markets Share of Volume by Category 2007 – 2012 pg..........418
APPENDIX
U.S. Population by Region 1976 – 2007 pg..........419