Specialty Beer & Microbrewery Markets in the U.S., 2008 edition

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

The Domestic and Imported Beer Markets pg..........7

  • Overview pg..........7
  • Volume pg..........9

Exhibits pg..........14

2. THE U.S. BEER MARKET CATEGORIES

The U.S. Beer Market by Category pg..........19

  • Overview pg..........19
  • Light Beers pg..........29
  • Premium Beers pg..........30
  • Popular Beers pg..........31
  • Superpremium Beers pg..........32
  • Malternatives pg..........33
  • Malt Liquors pg..........33
  • Ice Beers pg..........34
  • Non–Alcoholic Beers pg..........34

The U.S. Beer Market by Price Category pg..........35

  • Overview pg..........35
  • Prestige Beers pg..........35
  • Mass Market Beers pg..........36
  • Price Beers pg..........36

Exhibits pg..........37

3. THE U.S. SPECIALTY BEER MARKET

The National Specialty Beer Market pg..........43

  • Overview pg..........43
  • Historical Development pg..........50
  • Characteristics pg..........59
  • Volume and Growth pg..........66

Exhibits pg..........72

4. THE REGIONAL BEER MARKETS

The Regional Beer Markets pg..........77

  • Overview pg..........77
  • Per Capita Consumption pg..........81

The Regional Specialty Beer Markets pg..........82

  • Overview pg..........82
  • Northeast pg..........83
  • Pacific pg..........85
  • East Central pg..........87
  • West pg..........89
  • Southwest pg..........90
  • South pg..........92
  • West Central pg..........94
  • Per Capita Consumption pg..........96

Exhibits pg..........99

5. THE LEADING U.S. SPECIALTY BREWERS AND THEIR STRATEGIES

The Brewers and Their Strategies pg..........107

  • The Leading Craft Brewers pg..........107
  • The Leading Microbrewers pg..........119
  • The Leading Brewpubs pg..........120

D.G. Yuengling & Son, Inc.

  • Overview pg..........122
  • Marketing pg..........126
  • Production pg..........128
  • Distribution pg..........128
  • Management pg..........128

The Boston Beer Company

  • Overview pg..........129
  • Marketing pg..........132
  • Production pg..........137
  • Distribution pg..........140
  • Management pg..........141

Sierra Nevada Brewing Company

  • Overview pg..........143
  • Marketing pg..........144
  • Production pg..........146
  • Distribution pg..........146
  • Management pg..........147

New Belgium Brewing Company

  • Overview pg..........148
  • Marketing pg..........150
  • Production pg..........151
  • Distribution pg..........152
  • Management pg..........152

Spoetzl Brewery

  • Overview pg..........154
  • Marketing pg..........155
  • Production pg..........156
  • Distribution pg..........157
  • Management pg..........157

Craft Brewers Alliance

  • Overview pg..........158
  • Marketing pg..........161
  • Production pg..........164
  • Distribution pg..........165
  • Management pg..........167

Pyramid Breweries

  • Overview pg..........168
  • Marketing pg..........170
  • Production pg..........171
  • Distribution pg..........171
  • Management pg..........172

Deschutes Brewery

  • Overview pg..........174
  • Marketing pg..........175
  • Production pg..........177
  • Distribution pg..........177
  • Management pg..........177

Exhibits pg..........178

6. PACKAGED AND DRAFT SPECIALTY BEER IN THE U.S.

Beer Packaging pg..........189

  • Packaged and Draft Specialty Beer pg..........189
  • Specialty Beer Packaging by Segment pg..........195

Exhibits pg..........198

7. SPECIALTY BEER ADVERTISING IN THE U.S.

Specialty Beer Advertising Spending pg..........201

  • Overview pg..........201
  • Expenditures by Media pg..........208

Exhibits pg..........213

8. DEMOGRAPHICS OF THE SPECIALTY BEER CONSUMER

The Beer Consumer pg..........219

  • Overview pg..........219
  • Regular Domestic and Light Beer pg..........223
  • Budweiser and Miller Lite pg..........231

The Specialty Beer Consumer pg..........237

  • Microbrews pg..........237
  • Samuel Adams pg..........241

Exhibits pg..........242

9. THE PROJECTED U.S. BEER MARKET

The Projected National Beer Market pg..........257

  • Overview pg..........257
  • Per Capita Consumption pg..........259
  • The Projected Beer Market by Category pg..........260

The Projected National Specialty Beer Market pg..........262

  • Overview pg..........262
  • The Projected Specialty Beer Market by Category pg..........265
  • Per Capita Consumption pg..........275

Exhibits pg..........278

EXHIBIT

1. THE U.S. BEER MARKET

1.1 U.S. Beer Market Volume 1965 – 2007 pg..........14

1.2 U.S. Beer Market Change in Volume 1976 – 2007 pg..........15

1.3 U.S. Beer Market Per Capita Consumption 1965 – 2007 pg..........16

1.4 U.S. Beer Market Compound Annual Growth 1982 – 2007 pg..........17

1.5 U.S. Beer Market Domestic and Imported Volume, Share and Growth 1988 – 2007 pg..........18

2. THE U.S. BEER MARKET CATEGORIES

2.6 U.S. Beer Market Volume by Category 2002 – 2007 pg..........37

2.7 U.S. Beer Market Share of Volume by Category 2002 – 2007 pg..........38

2.8 U.S. Beer Market Change in Volume by Category 2003 – 2007 pg..........39

2.9 U.S. Beer Market Price Categories Comparative Volumes 2002 – 2007 pg..........40

2.10 U.S. Beer Market Price Categories Comparative Volume Shares 2002 – 2007 pg..........41

2.11 U.S. Beer Market Price Categories Comparative Growth 2003 – 2007 pg..........42

3. THE U.S. SPECIALTY BEER MARKET

3.12 U.S. Specialty Beer Market Number of Breweries 2002 – 2007 pg..........72

3.13 U.S. Specialty Beer Market Volume, Growth and Per Capita Consumption 1990 – 2007 pg..........73

3.14 U.S. Specialty Beer Market Volume by Segment 2002 – 2007 pg..........74

3.15 U.S. Specialty Beer Market Share of Volume by Segment 2002 – 2007 pg..........75

3.16 U.S. Specialty Beer Market Change in Volume by Segment 2003 – 2007 pg..........76

4. THE REGIONAL BEER MARKETS

4.17 U.S. Beer Market Volume by Region 2002 – 2007 pg..........99

4.18 U.S. Beer Market Share of Volume by Region 2002 – 2007 pg..........100

4.19 U.S. Beer Market Change in Volume by Region 2003 – 2007 pg..........101

4.20 U.S. Beer Market Per Capita Consumption by Region 2002 – 2007 pg..........102

4.21 U.S. Specialty Beer Market Volume by Region 2002 – 2007 pg..........103

4.22 U.S. Specialty Beer Market Share of Volume by Region 2002 – 2007 pg..........104

4.23 U.S. Specialty Beer Market Change in Volume by Region 2003 – 2007 pg..........105

4.24 U.S. Specialty Beer Market Per Capita Consumption by Region 2002 – 2007 pg..........106

5. THE LEADING U.S. SPECIALTY BREWERS AND THEIR STRATEGIES

5.25 Leading U.S. Craft Brewers Volume 2002 – 2007 pg..........178

5.26 Leading U.S. Craft Brewers Share of Volume 2002 – 2007 pg..........179

5.27 Leading U.S. Craft Brewers Change in Volume 2003 – 2007 pg..........180

5.28 Leading U.S. Craft Brewers Volume in Grocery Stores 2007 pg..........181

5.29 Leading U.S. Craft Brewers Retail Sales in Grocery Stores 2007 pg..........182

5.30 Leading U.S. Microbrewers Volume 2002 – 2007 pg..........183

5.31 Leading U.S. Microbrewers Share of Volume 2002 – 2007 pg..........184

5.32 Leading U.S. Microbrewers Change in Volume 2003 – 2007 pg..........185

5.33 Leading U.S. Brewpubs Volume 2002 – 2007 pg..........186

5.34 Leading U.S. Brewpubs Share of Volume 2002 – 2007 pg..........187

5.35 Leading U.S. Brewpubs Change in Volume 2003 – 2007 pg..........188

6. PACKAGED AND DRAFT SPECTIALTY BEER IN THE U.S.

6.36 U.S. Specialty Beer Market Estimated Packaged and Draft Volume 2002 – 2007 pg..........198

6.37 U.S. Specialty Beer Market Share of Estimated Packaged and Draft Volume 2002 – 2007 pg..........199

6.38 U.S. Specialty Beer Market Change in Estimated Packaged and Draft Volume 2003 – 2007 pg..........200

7. SPECIALTY BEER ADVERTISING IN THE U.S.

7.39 Leading Domestic Specialty Brewers Advertising Expenditures 2002 – 2007 pg..........213

7.40 Leading Domestic Specialty Brewers Share of Advertising Expenditures 2002 – 2007 pg..........214

7.41 Leading Domestic Specialty Brewers Change in Advertising Expenditures 2003 – 2007 pg..........215

7.42 Specialty Beer Market Advertising Expenditures by Media 2002 – 2007 pg..........216

7.43 Specialty Beer Market Share of Advertising Expenditures by Media 2002 – 2007 pg..........217

7.44 Specialty Beer Market Change in Advertising Expenditures by Media 2003 – 2007 pg..........218

8. DEMOGRAPHICS OF THE SPECIALTY BEER CONSUMER

8.45 Demographics of the Beer Consumer 2007 pg..........242

8.46 Demographics of the Regular Domestic Beer Consumer 2007 pg..........244

8.47 Demographics of the Light Beer Consumer 2007 pg..........246

8.48 Demographics of the Budweiser Consumer 2007 pg..........248

8.49 Demographics of the Miller Lite Consumer 2007 pg..........250

8.50 Demographics of the Microbrew Consumer 2007 pg..........252

8.51 Demographics of the Samuel Adams Consumer 2007 pg..........254

9. THE PROJECTED U.S. BEER MARKET

9.52 The Projected U.S. Beer Market Volume 1965 – 2012 pg..........278

9.53 The Projected U.S. Beer Market Change in Volume 1976 – 2012 pg..........279

9.54 The Projected U.S. Beer Market Compound Annual Growth 1981 – 2012 pg..........280

9.55 The Projected U.S. Beer Market Per Capita Consumption 1965 – 2012 pg..........281

9.56 The Projected U.S. Beer Market Volume and Growth by Category 2007 – 2012 pg..........282

9.57 The Projected U.S. Beer Market Share of Volume by Category 2007 – 2012 pg..........283

9.58 The Projected U.S. Specialty Beer Market Volume 2002 – 2012 pg..........284

9.59 The Projected U.S. Specialty Beer Market Volume by Segment 2002 – 2012 pg..........285

9.60 The Projected U.S. Specialty Beer Market Share of Volume by Segment 2002 – 2012 pg..........286

9.61 The Projected U.S. Specialty Beer Market Compound Annual Growth by Segment 2002 – 2012 pg..........287

9.62 The Projected U.S. Specialty Beer Market Per Capita Consumption by Segment 2002 – 2012 pg..........288

APPENDIX

U.S. Population by Region 1976 – 2007 pg..........289

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