The U.S. Beer Market, 2011 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
  • Sales pg..........6

The Domestic and Imported Beer Markets pg..........8

  • Overview pg..........8
  • Volume pg..........10

The National Specialty Beer Market pg..........12

  • Overview pg..........12
  • Volume pg..........19

Exhibits pg..........26

2. THE REGIONAL AND STATE BEER MARKETS

The Regional Beer Markets pg..........37

  • Overview pg..........37
  • Per Capita Consumption pg..........41

The State Beer Markets pg..........42

  • The Leading States by Region pg..........42
  • The Leading States by Consumption pg..........44
  • Per Capita Consumption pg..........45

The Regional Imported Beer Markets pg..........46

  • Overview pg..........46
  • Per Capita Consumption pg..........53

The Regional Specialty Beer Markets pg..........55

  • Overview pg..........55
  • Per Capita Consumption pg..........63

Exhibits pg..........66

3. THE U.S. BEER MARKET CATEGORIES

The U.S. Beer Market by Category pg..........89

  • Overview pg..........89
  • Light Beers pg..........102
  • Premium Beers pg..........104
  • Imported Beers pg..........105
  • Popular Beers pg..........108
  • Superpremium Beers pg..........109
  • Malt Liquors pg..........110
  • Malternatives pg..........111
  • Ice Beers pg..........111
  • Non–Alcoholic Beers pg..........112

The U.S. Beer Market by Price Category pg..........113

  • Overview pg..........113
  • Prestige Beers pg..........113
  • Mass Market Beers pg..........114
  • Price Beers pg..........115

Exhibits pg..........116

4. BEER IMPORTS AND EXPORTS

The Imported Beer Market pg..........149

  • Overview pg..........149
  • Volume by Country of Origin pg..........153
  • Dollar Value by Country of Origin pg..........159
  • Dollars Per Barrel by Country of Origin pg..........162

The Leading Imported Beer Countries pg..........163

  • Mexico pg..........163
  • The Netherlands pg..........164
  • Canada pg..........167
  • Germany pg..........169
  • Belgium pg..........170
  • Ireland pg..........172
  • United Kingdom pg..........173
  • Jamaica pg..........174
  • Italy pg..........175
  • Dominican Republic pg..........175
  • Czech Republic pg..........176

The Leading Imported Beer Regions pg..........177

  • Overview pg..........177
  • Volume pg..........178
  • U.S. Beer Exports pg..........183
  • Volume by Country pg..........183

Exhibits pg..........187

5. THE LEADING BEER COMPANIES AND THEIR BRANDS

The Beer Companies and Their Strategies pg..........201

  • Overview pg..........201
  • The Leading Beer Companies pg..........206
  • The Leading Specialty Brewers pg..........208
  • The Leading Microbrewers pg..........209
  • The Leading Brewpubs pg..........211

Anheuser–Busch InBev

  • Overview pg..........213
  • Marketing pg..........271
  • Management pg..........293

MillerCoors

  • Overview pg..........296
  • Marketing pg..........339
  • Management pg..........347

Crown Imports

  • Overview pg..........351
  • Marketing pg..........354
  • Management pg..........364

Heineken USA

  • Overview pg..........365
  • Marketing pg..........368
  • Management pg..........375

Diageo–Guinness USA

  • Overview pg..........377
  • Marketing pg..........378
  • Management pg..........381

D.G. Yuengling & Son, Inc.

  • Overview pg..........382
  • Marketing pg..........386
  • Management pg..........388

The Boston Beer Company

  • Overview pg..........389
  • Marketing pg..........394
  • Management pg..........400

Sierra Nevada Brewing Company

  • Overview pg..........401
  • Marketing pg..........404
  • Management pg..........405

New Belgium Brewing Company

  • Overview pg..........406
  • Marketing pg..........409
  • Management pg..........410

Spoetzl Brewery

  • Overview pg..........412
  • Marketing pg..........414
  • Management pg..........415

Craft Brewers Alliance

  • Overview pg..........416
  • Marketing pg..........423
  • Management pg..........426

The Leading Brands pg..........428

  • Overview pg..........428

Exhibits pg..........431

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

Beer Packaging pg..........465

  • Overview pg..........465
  • Packaged Beer Volume by Container Type pg..........470
  • Packaged and Draft Volume by Region pg..........472
  • Packaged Volume by State pg..........474
  • Draft Volume by State pg..........475

Imported Beer Packaging pg..........476

  • Packaged and Draft Imported Beer pg..........476
  • Imported Packaged Beer Volume by Container Type pg..........477
  • Imported Beer Value by Container Type pg..........478

Specialty Beer Packaging pg..........483

  • Packaged and Draft Specialty Beer pg..........483
  • Specialty Beer Packaging by Segment pg..........490

Exhibits pg..........493

7. BEER INDUSTRY PRICING IN THE U.S.

Beer Pricing pg..........513

  • Consumer Prices pg..........513
  • Producer Prices pg..........515
  • Producer Prices by Package Type pg..........517

Exhibits pg..........520

8. BEER DISTRIBUTION IN THE U.S.

Beer Distribution pg..........523

  • Overview pg..........523
  • Volume by Distribution Channel pg..........526

Exhibits pg..........532

9. BEER ADVERTISING IN THE U.S.

Beer Marketing pg..........535

  • Overview pg..........535
  • Imported Beer pg..........537
  • Domestic Beer pg..........540

Advertising Expenditures by Category pg..........543

  • Overview pg..........543

Leading Beer Companies' Advertising Expenditures pg..........546

  • Overview pg..........546
  • Advertising Dollars Per Barrel pg..........548

Leading Brands' Advertising Expenditures pg..........551

  • Overview pg..........551
  • Advertising Dollars Per Barrel pg..........552

Advertising Expenditures by Media pg..........554

  • Overview pg..........554

Exhibits pg..........556

10. DEMOGRAPHICS OF THE U.S. BEER CONSUMER

The Beer Consumer pg..........571

  • Overview pg..........571
  • Budweiser and Miller Lite pg..........575

The Imported Beer Consumer pg..........581

  • Corona Extra and Heineken pg..........581
  • Corona Light pg..........583

The Specialty Beer Consumer pg..........584

  • Microbrews pg..........584
  • Samuel Adams pg..........588

Exhibits pg..........589

11. THE PROJECTED U.S. BEER MARKET

The Projected National Beer Market pg..........597

  • Overview pg..........597
  • The Projected Beer Market by Category pg..........601
  • The Projected Packaged and Draft Beer Markets pg..........603

Exhibits pg..........605

EXHIBIT

1. THE U.S. BEER MARKET

1.1 U.S. Beer Market Volume 1965 – 2011 pg..........26

1.2 U.S. Beer Market Change in Volume 1976 – 2011 pg..........27

1.3 U.S. Beer Market Per Capita Consumption 1965 – 2011 pg..........28

1.4 U.S. Beer Market Compound Annual Growth 1982 – 2010 pg..........29

1.5 U.S. Beer Market Wholesale and Retail Dollar Sales 2005 – 2010 pg..........30

1.6 U.S. Beer Market Domestic and Imported Volume, Share and Growth 1988 – 2010 pg..........31

1.7 U.S. Specialty Beer Market Number of Breweries 2005 – 2010 pg..........32

1.8 U.S. Specialty Beer Market Volume, Growth and Per Capita Consumption 1990 – 2010 pg..........33

1.9 U.S. Specialty Beer Market Volume by Segment 2005 – 2010 pg..........34

1.10 U.S. Specialty Beer Market Share of Volume by Segment 2005 – 2010 pg..........35

1.11 U.S. Specialty Beer Market Change in Volume by Segment 2006 – 2010 pg..........36

2. THE REGIONAL AND STATE BEER MARKETS

2.12 U.S. Beer Market Volume by Region 2005 – 2010 pg..........66

2.13 U.S. Beer Market Share of Volume by Region 2005 – 2010 pg..........67

2.14 U.S. Beer Market Change in Volume by Region 2006 – 2010 pg..........68

2.15 U.S. Beer Market Per Capita Consumption by Region 2005 – 2010 pg..........69

2.16 Southern Beer Market Volume by State 2005 – 2010 pg..........70

2.17 East Central Beer Market Volume by State 2005 – 2010 pg..........71

2.18 Northeastern Beer Market Volume by State 2005 – 2010 pg..........72

2.19 Pacific Beer Market Volume by State 2005 – 2010 pg..........73

2.20 Southwestern Beer Market Volume by State 2005 – 2010 pg..........74

2.21 West Central Beer Market Volume by State 2005 – 2010 pg..........75

2.22 Western Beer Market Volume by State 2005 – 2010 pg..........76

2.23 The Leading Beer Consumption States Volume 2005 – 2010 pg..........77

2.24 The Leading Beer Consumption States Share of Volume 2005 – 2010 pg..........78

2.25 The Leading Beer Consumption States Change in Volume 2006 – 2010 pg..........79

2.26 The Leading Beer Consumption States Per Capita Consumption 2005 – 2010 pg..........80

2.27 U.S. Imported Beer Market Volume by Region 2005 – 2010 pg..........81

2.28 U.S. Imported Beer Market Share of Volume by Region 2005 – 2010 pg..........82

2.29 U.S. Imported Beer Market Change in Volume by Region 2006 – 2010 pg..........83

2.30 U.S. Imported Beer Market Per Capita Consumption by Region 2005 – 2010 pg..........84

2.31 U.S. Specialty Beer Market Volume by Region 2005 – 2010 pg..........85

2.32 U.S. Specialty Beer Market Share of Volume by Region 2005 – 2010 pg..........86

2.33 U.S. Specialty Beer Market Change in Volume by Region 2006 – 2010 pg..........87

2.34 U.S. Specialty Beer Market Per Capita Consumption by Region 2005 – 2010 pg..........88

3. THE U.S. BEER MARKET CATEGORIES

3.35 U.S. Beer Market Volume by Category 2005 – 2010 pg..........116

3.36 U.S. Beer Market Share of Volume by Category 2005 – 2010 pg..........117

3.37 U.S. Beer Market Change in Volume by Category 2006 – 2010 pg..........118

3.38 U.S. Light Beer Market Volume by Brand 2005 – 2010 pg..........119

3.39 U.S. Light Beer Market Share of Volume by Brand 2005 – 2010 pg..........120

3.40 U.S. Light Beer Market Change in Volume by Brand 2006 – 2010 pg..........121

3.41 U.S. Premium Beer Market Volume by Brand 2005 – 2010 pg..........122

3.42 U.S. Premium Beer Market Share of Volume by Brand 2005 – 2010 pg..........123

3.43 U.S. Premium Beer Market Change in Volume by Brand 2006 – 2010 pg..........124

3.44 U.S. Imported Beer Market Volume by Brand 2005 – 2010 pg..........125

3.45 U.S. Imported Beer Market Share of Volume by Brand 2005 – 2010 pg..........126

3.46 U.S. Imported Beer Market Change in Volume by Brand 2006 – 2010 pg..........127

3.47 U.S. Popular Beer Market Volume by Brand 2005 – 2010 pg..........128

3.48 U.S. Popular Beer Market Share of Volume by Brand 2005 – 2010 pg..........129

3.49 U.S. Popular Beer Market Change in Volume by Brand 2006 – 2010 pg..........130

3.50 U.S. Superpremium Beer Market Volume by Brand 2005 – 2010 pg..........131

3.51 U.S. Superpremium Beer Market Share of Volume by Brand 2005 – 2010 pg..........132

3.52 U.S. Superpremium Beer Market Change in Volume by Brand 2006 – 2010 pg..........133

3.53 U.S. Malt Liquor Market Volume by Brand 2005 – 2010 pg..........134

3.54 U.S. Malt Liquor Market Share of Volume by Brand 2005 – 2010 pg..........135

3.55 U.S. Malt Liquor Market Change in Volume by Brand 2006 – 2010 pg..........136

3.56 U.S. Malternative Market Volume by Brand 2005 – 2010 pg..........137

3.57 U.S. Malternative Market Share of Volume by Brand 2005 – 2010 pg..........138

3.58 U.S. Malternative Market Change in Volume by Brand 2006 – 2010 pg..........139

3.59 U.S. Domestic Ice Beer Market Volume by Brand 2005 – 2010 pg..........140

3.60 U.S. Domestic Ice Beer Market Share of Volume by Brand 2005 – 2010 pg..........141

3.61 U.S. Domestic Ice Beer Market Change in Volume by Brand 2006 – 2010 pg..........142

3.62 U.S. Domestic and Imported Non–Alcoholic Beer Market Volume by Brand 2005 – 2010 pg..........143

3.63 U.S. Domestic and Imported Non–Alcoholic Beer Market Share of Volume by Brand 2005 – 2010 pg..........144

3.64 U.S. Domestic and Imported Non–Alcoholic Beer Market Change in Volume by Brand 2006 – 2010 pg..........145

3.65 U.S. Beer Market Price Categories Comparative Volumes 2005 – 2010 pg..........146

3.66 U.S. Beer Market Price Categories Comparative Volume Shares 2005 – 2010 pg..........147

3.67 U.S. Beer Market Price Categories Comparative Growth 2006 – 2010 pg..........148

4. BEER IMPORTS AND EXPORTS

4.68 U.S. Imported Beer Market Total Volume and Value 1965 – 2010 pg..........187

4.69 U.S. Imported Beer Market Volume by Country 2005 – 2010 pg..........188

4.70 U.S. Imported Beer Market Share of Volume by Country 2005 – 2010 pg..........189

4.71 U.S. Imported Beer Market Change in Volume by Country 2006 – 2010 pg..........190

4.72 U.S. Imported Beer Market Dollar Value by Country 2005 – 2010 pg..........191

4.73 U.S. Imported Beer Market Share of Dollar Value by Country 2005 – 2010 pg..........192

4.74 U.S. Imported Beer Market Change in Dollar Value by Country 2006 – 2010 pg..........193

4.75 U.S. Imported Beer Market Dollars Per Barrel by Country 2005 – 2010 pg..........194

4.76 U.S. Imported Beer Market Volume by Leading Regional Markets 2005 – 2010 pg..........195

4.77 U.S. Imported Beer Market Share of Volume by Leading Regional Markets 2005 – 2010 pg..........196

4.78 U.S. Imported Beer Market Change in Volume by Leading Regional Markets 2006 – 2010 pg..........197

4.79 U.S. Beer Exports Volume by Country 2005 – 2010 pg..........198

4.80 U.S. Beer Exports Share of Volume by Country 2005 – 2010 pg..........199

4.81 U.S. Beer Exports Change in Volume by Country 2006 – 2010 pg..........200

5. THE LEADING BEER COMPANIES AND THEIR BRANDS

5.82 Leading Beer Companies Volume 2005 – 2010 pg..........431

5.83 Leading Beer Companies Share of Volume 2005 – 2010 pg..........432

5.84 Leading Beer Companies Change in Volume 2006 – 2010 pg..........433

5.85 Leading U.S. Craft Brewers Volume 2005 – 2010 pg..........434

5.86 Leading U.S. Craft Brewers Share of Volume 2005 – 2010 pg..........435

5.87 Leading U.S. Craft Brewers Change in Volume 2006 – 2010 pg..........436

5.88 Leading U.S. Craft Brewers Volume in Grocery Stores 2010 pg..........437

5.89 Leading U.S. Craft Brewers Retail Sales in Grocery Stores 2010 pg..........438

5.90 Leading U.S. Microbrewers Volume 2005 – 2010 pg..........439

5.91 Leading U.S. Microbrewers Share of Volume 2005 – 2010 pg..........440

5.92 Leading U.S. Microbrewers Change in Volume 2006 – 2010 pg..........441

5.93 Leading U.S. Brewpubs Volume 2005 – 2010 pg..........442

5.94 Leading U.S. Brewpubs Share of Volume 2005 – 2010 pg..........443

5.95 Leading U.S. Brewpubs Change in Volume 2006 – 2010 pg..........444

5.96 Anheuser–Busch InBev Volume by Brand 2005 – 2010 pg..........445

5.97 Anheuser–Busch InBev Share of Volume by Brand 2005 – 2010 pg..........446

5.98 Anheuser–Busch InBev Change in Volume by Brand 2006 – 2010 pg..........447

5.99 MillerCoors Volume by Brand 2005 – 2010 pg..........448

5.100 MillerCoors Share of Volume by Brand 2005 – 2010 pg..........449

5.101 MillerCoors Change in Volume by Brand 2006 – 2010 pg..........450

5.102 Crown Imports Volume by Brand 2005 – 2010 pg..........451

5.103 Crown Imports Share of Volume by Brand 2005 – 2010 pg..........452

5.104 Crown Imports Change in Volume by Brand 2006 – 2010 pg..........453

5.105 Heineken USA Volume by Brand 2005 – 2010 pg..........454

5.106 Heineken USA Share of Volume by Brand 2005 – 2010 pg..........455

5.107 Heineken USA Change in Volume by Brand 2006 – 2010 pg..........456

5.108 Diageo–Guinness USA Volume by Brand 2005 – 2010 pg..........457

5.109 Diageo–Guinness USA Share of Volume by Brand 2005 – 2010 pg..........458

5.110 Diageo–Guinness USA Change in Volume by Brand 2006 – 2010 pg..........459

5.111 The Top 15 Beer Brands Volume 2005 – 2010 pg..........460

5.112 The Top 15 Beer Brands Share of Volume 2005 – 2010 pg..........461

5.113 The Top 15 Beer Brands Change in Volume 2006 – 2010 pg..........462

5.114 The Top 20 Beer Brands Volume in Grocery Stores 2010 pg..........463

5.115 The Top 20 Beer Brands Retail Sales in Grocery Stores 2010 pg..........464

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

6.116 U.S. Beer Market Packaged and Draft Volume and Share 1975 – 2010 pg..........493

6.117 U.S. Beer Market Change in Packaged and Draft Volume 1980 – 2010 pg..........494

6.118 U.S. Beer Market Packaged Volume and Share by Container Type 1982 – 2010 pg..........495

6.119 U.S. Beer Market Change in Packaged Volume by Container Type 1983 – 2010 pg..........496

6.120 Regional Beer Markets Packaged and Draft Volume 2005 – 2010 pg..........497

6.121 Regional Beer Markets Share of Packaged and Draft Volume 2005 – 2010 pg..........498

6. 122 Regional Beer Markets Change in Packaged and Draft Volume 2006 – 2010 pg..........499

6.123 The Leading States in Packaged Beer Volume 2005 – 2010 pg..........500

6.124 The Leading States in Draft Beer Volume 2005 – 2010 pg..........501

6.125 U.S. Imported Beer Market Packaged and Draft Volume and Share 1972 – 2010 pg..........502

6.126 U.S. Imported Beer Market Packaged and Draft Volume Growth 1973 –2010 pg..........503

6.127 U.S. Imported Beer Market Packaged Volume by Container Type 2005 – 2010 pg..........504

6.128 U.S. Imported Beer Market Share of Packaged Volume by Container Type 2005 – 2010 pg..........505

6.129 U.S. Imported Beer Market Change in Packaged Volume by Container Type 2006 – 2010 pg..........506

6.130 U.S. Imported Beer Market Dollar Value by Container Type 2005 – 2010 pg..........507

6.131 U.S. Imported Beer Market Share of Dollar Value by Container Type 2005 – 2010 pg..........508

6.132 U.S. Imported Beer Market Change in Dollar Value by Container Type 2006 – 2010 pg..........509

6.133 U.S. Specialty Beer Market Estimated Packaged and Draft Volume 2005 – 2010 pg..........510

6.134 U.S. Specialty Beer Market Share of Estimated Packaged and Draft Volume 2005 – 2010 pg..........511

6.135 U.S. Specialty Beer Market Change in Estimated Packaged and Draft Volume 2006 – 2010 pg..........512

7. BEER INDUSTRY PRICING IN THE U.S.

7.136 Consumer Price Indexes Beer and Ale vs. All Items Change 1975 – 2010 pg..........520

7.137 Producer Price Indexes Malt Beverages vs. All Items Change 1990 – 2010 pg..........521

7.138 Producer Price Index Malt Beverages vs. All Commodities Change by Package Types 1991 – 2010 pg..........522

8. BEER DISTRIBUTION IN THE U.S.

8.139 U.S. Beer Market Estimated Volume by Distribution Channel 2005 – 2010 pg..........532

8.140 U.S. Beer Market Estimated Share of Volume by Distribution Channel 2005 – 2010 pg..........533

8.141 U.S. Beer Market Estimated Change in Volume by Distribution Channel 2006 – 2010 pg..........534

9. BEER ADVERTISING IN THE U.S.

9.142 Domestic and Imported Beer Market Advertising Expenditures 1981 – 2010 pg..........556

9.143 U.S. Beer Market Advertising Expenditures by Category 2005 – 2010 pg..........557

9.144 U.S. Beer Market Share of Advertising Expenditures by Category 2005 – 2010 pg..........558

9.145 U.S. Beer Market Change in Advertising Expenditures by Category 2006 – 2010 pg..........559

9.146 Leading Beer Companies Advertising Expenditures 2005 – 2010 pg..........560

9.147 Leading Beer Companies Share of Advertising Expenditures 2005 – 2010 pg..........561

9.148 Leading Beer Companies Change in Advertising Expenditures 2006 – 2010 pg..........562

9.149 Leading Beer Companies Advertising Dollars Per Barrel 2005 – 2010 pg..........563

9.150 Leading Beer Brands Advertising Expenditures 2005 – 2010 pg..........564

9.151 Leading Beer Brands Share of Advertising Expenditures 2005 – 2010 pg..........565

9.152 Leading Beer Brands Change in Advertising Expenditures 2006 – 2010 pg..........566

9.153 Leading Beer Brands Advertising Dollars Per Barrel 2005 – 2010 pg..........567

9.154 U.S. Beer Market Advertising Expenditures by Media 2005 – 2010 pg..........568

9.155 U.S. Beer Market Share of Advertising Expenditures by Media 2005 – 2010 pg..........569

9.156 U.S. Beer Market Change in Advertising Expenditures by Media 2006 – 2010 pg..........570

10. DEMOGRAPHICS OF THE U.S. BEER CONSUMER

10.157 Demographics of the Beer Consumer 2010 pg..........589

10.158 Demographics of the Budweiser Consumer 2010 pg..........590

10.159 Demographics of the Miller Lite Consumer 2010 pg..........591

10.160 Demographics of the Corona Extra Consumer 2010 pg..........592

10.161 Demographics of the Heineken Consumer 2010 pg..........593

10.162 Demographics of the Corona Light Consumer 2010 pg..........594

10.163 Demographics of the Microbrew Consumer 2010 pg..........595

10.164 Demographics of the Samuel Adams Consumer 2010 pg..........596

11. THE PROJECTED U.S. BEER MARKET

11.165 The Projected U.S. Beer Market Volume 1965 – 2015 pg..........605

11.166 The Projected U.S. Beer Market Change in Volume 1976 – 2015 pg..........606

11.167 The Projected U.S. Beer Market Compound Annual Growth 1981 – 2015 pg..........607

11.168 The Projected U.S. Beer Market Per Capita Consumption 1965 – 2015 pg..........608

11.169 The Projected U.S. Beer Market Volume and Growth by Category 2010 – 2015 pg..........609

11.170 The Projected U.S. Beer Market Share of Volume by Category 2010 – 2015 pg..........610

11.171 The Projected High–End U.S. Beer Market Volume and Growth by Category 2010 – 2015 pg..........611

11.172 The Projected High–End U.S. Beer Market Share of Volume by Category 2010 – 2015 pg..........612

11.173 The Projected U.S. Packaged and Draft Beer Markets Volume and Growth by Category 2010 – 2015 pg..........613

11.174 The Projected U.S. Packaged and Draft Beer Markets Share of Volume by Category 2010 – 2015 pg..........614

APPENDIX

U.S. Population by Region 1976 – 2010 pg..........615

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