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MID-YEAR 2015 BEER CATEGORY AND CRAFT
BEER REVIEW
Dan WandelPrincipal, Beverage Alcohol Client InsightsSeptember 3, 2015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
2015 YTD BEER CATEGORY SUMMARY
• Beer Dollar Sales have increased YTD 2015 vs year ago in Total US
MULO and MULC channels. However, Beer sales trends lag behind.
where they finished in 2014 and also behind both Wine and Spirits.
• Positive indicators in Household panel data metrics for Beer.
• Wine dominates the top Bev Alc Segments based on Dollar Sales.
growth. Import Wine sales trends are outpacing Domestic for the first
time in four years. Sparkling Wine sales up double-digits at +13.6%.
• All Whiskey Segments are experiencing Dollar Sales increases vs YA.
Whiskey Specialties continue to thrive based on flavor innovation.
Vodka also still growing its Dollar Sales, but losing share.
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
2015 YTD BEER CATEGORY SUMMARY
• Private Equity, ESOP and M&A activity in the Craft sector continues.
• Mexican Imports continue to fuel Total Import Beer sales.
• Craft and Cider sales have continued to perform well, though both
have slowed in the latest time periods.
• Disappointing key summer holiday sales results for the Beer Category.
• Small Town’s Not Your Father’s Root Beer sales success.
• 2015 to be the biggest year for new beer brand launches on record.
• IPA sales and # of Brands still experiencing explosive growth.
• Craft “Next Wave” coming on strong.
• Local Craft Sales Momentum.
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
BEVERAGE ALCOHOL CATEGORY FOUR-YEAR SALES TRENDSTOTAL U.S. MULTI-OUTLET
Source: IRI InfoScan Total US Multi-Outlet YTD July 5, 2015
5.3% 5.8% 4.6%3.3%
2012 2013 2014 YTD 2015
BEER
5.4% 5.9%4.3%
6.1%
2012 2013 2014 YTD 2015
TOTAL WINE10.6%
5.8%2.8%
4.3%
2012 2013 2014 YTD 2015
SPIRITS
BEER
49.2%TOTAL
WINE
32.7%
SPIRITS
18.2%
Dollar Share 2014
BEER
49.2%TOTAL
WINE
32.9%
SPIRITS
17.9%
Dollar Share YTD 2015
Beer Sales Trends are lagging behind Wine and Spirits thus far this year
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
TOP 15 BEVERAGE ALCOHOL GROWTH SEGMENTS ACTUAL DOLLAR SALES CHANGE YA
TOTAL U.S. MULTI-OUTLET + CONVENIENCE
$234,802
$228,224
$108,337
$104,153
$91,176
$74,888
$48,973
$41,274
$35,792
$34,639
$28,208
$26,796
$24,194
$14,598
$12,257
IMPORT BEER
CRAFT BEER
$11.00-$14.99 TABLE WINE
WHISKEY
SUPER PREMIUM BEER
$8.00-$10.99 TABLE WINE
CIDER
VODKA
$20.00+ TABLE WINE
$3.50-$4.99 BOX TABLE WINE
$8.00-$10.99 TABLE WINE
PREMIUM BEER
$8.00-$12.99 SPARKLING WINE
$13.00-$17.99 SPARKLING WINE
TEQUILA
Dollar Sales Change vs YA (000)Dollar
Sales % Chg YA
Dollar SalesCase
Sales % Chg YA
Case Sales
9.8% $2,619,765,016 8.3% 90,048,789
21.0% $1,316,656,654 17.0% 36,391,991
17.6% $724,436,913 17.8% 4,823,451
12.0% $971,734,593 6.7% 5,555,117
6.4% $1,522,965,647 5.3% 54,814,075
6.6% $1,203,094,472 6.8% 10,569,070
30.5% $209,733,052 27.7% 5,928,552
4.9% $880,031,947 3.8% 7,681,549
21.9% $199,014,812 25.7% 676,154
23.0% $185,567,968 23.4% 3,100,839
12.6% $251,413,577 12.3% 1,251,605
0.4% $6,937,981,892 -0.1% 340,927,761
14.8% $187,832,209 14.5% 1,482,373
29.3% $64,364,884 30.5% 357,829
7.0% $186,255,974 5.4% 899,246
Source: IRi Advantage, 26 Wks Ending 07/05/2015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
NUMBER OF BEER SKU’S BY SEGMENTTOTAL U.S. MULTI-OUTLET + CONVENIENCE
583 602 590 549531 514 495 466
1,6981,760 1,759 1,610
4,743
5,521
6,2956,069
401 439 450 419457 486 479 455
236 327 431 438
2012 2013 2014 YTD
Premium Sub Prem Import Craft Sup Prem PAB Cider
Cider is the only segment showing an increase this year in the # of SKU’s selling compared to Year-End 2014 (based on SKUs selling > 1 Case)
Total SKUs8,649
Total SKUs9,649
Total SKUs10,499
Total SKUs10,006
Source: IRi Advantage, 26 Wks Ending 07/05/2015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
74.1%
37.1%
49.4%45.2%
86.8%
75.5%70.2%
80.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Total BWS Total Wine Total Spirits Total Beer
Penetration Repeat Buyers
-0.3 -0.7 -1.0 1.2
0.1 0.1 -0.1 0.3
Penetration pt. chgvs. YA
Repeat Buyers pt. chg vs. YA
Source: NCP Consumer Panel, 52 Wks Ending 06/28/2015
BEVERAGE ALCOHOL CONSUMER HOUSEHOLD PENETRATIONTOTAL U.S. ALL OUTLETS
Beer is outpacing Total Beverage Alcohol in growth of Households and Repeat Buyers
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Beer remains a major contributor to Total Bev Alc as it continues to increase its Households and trips per buyer
TOTAL U.S. ALL OUTLETS
Dollar Sales (000)
Current: $13,801,343
% Change vs YA: +4.1%
% HH Buying
Current: 45.2
Change vs YA: +1.2
% HH Repeating(2+)
Current: 80.9%
Change vs. YA: +0.3
Dollars per Buyer
Current: $253.22
% Change vs YA: +0.5
Dollars per Trip
Current: $14.07
% Change vs YA: +0.6
Trips per Buyer
Current: 18.0
% Change vs YA: -0.1
TOTAL BEER
Source: NCP Consumer Panel, 52 Wks Ending 06/28/2015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
BEER CATEGORY & SEGMENT TRENDS AND SHARETOTAL U.S. MULTI-OUTLET AND MULTI-OUTLET + CONVENIENCE
Source: IRI InfoScan Total US Multi-Outlet and Total US Multi-Outlet + Convenience YTD July 5, 2015
Beer Category sales trends are lagging slightly behind where they finished in 2014.
Total US – Multi-Outlet Total US – Multi-Outlet + Convenience
Dollar Sales % Chg YA
Dollar Share of Category
Case Sales % Chg YA
Case Share of Category
Dollar Sales % Chg YA
Dollar Share of Category
Case Sales % Chg YA
Case Share of Category
CATEGORY - BEER 3.3% 100.00 0.9% 100.00 3.9% 100.00 1.4% 100.00
TOTAL BA CRAFT 21.8% 11.72 18.1% 7.22 24.1% 7.35 20.3% 4.49
CRAFT (IRI DEFINITION) 18.7% 13.10 14.9% 8.17 21.4% 8.15 17.4% 5.03
CIDER 26.6% 2.02 24.0% 1.27 31.8% 1.31 29.2% 0.82
MALT LIQUOR 0.9% 0.70 -1.9% 0.90 2.9% 1.63 -0.3% 2.00
PREMIUM -1.0% 36.43 -1.0% 43.15 0.5% 42.89 0.0% 47.03
SUB-PREMIUM -3.4% 11.98 -4.8% 18.08 -2.1% 15.07 -3.8% 21.51
SUPER PREMIUM 4.1% 10.85 3.3% 9.09 6.5% 9.40 5.5% 7.55
IMPORT 6.5% 19.55 5.4% 15.64 10.0% 16.20 8.4% 12.42
NON-ALCOHOLIC 2.9% 0.66 0.0% 0.64 3.6% 0.33 1.1% 0.32
PAB's -4.7% 4.39 -5.0% 2.89 -1.1% 4.90 -1.9% 3.24
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Top 15 Import Vendors by Dollar SalesTotal U.S. Multi-outlet + Convenience
$1,376,336
$733,813
$211,846
$91,043
$85,810
$69,914
$6,447
$4,166
$3,814
$3,811
$3,310
$2,863
$2,767
$2,352
$2,180
CONSTELLATION BEER
HEINEKEN USA INC
ANHEUSER-BUSCH INBEV
DIAGEO GUINNESS USA
NORTH AMERICAN BREWERIES
MILLERCOORS BREWING
SAPPORO U.S.A. INC
MERCHANT DU VIN CORP
ST KILLIAN IMPORTING CO
WORLD BREWS
WARSTEINER IMP AGENCY
MOOSEHEAD USA
MANNEKEN-BRUSSEL IMPORTS…
BINDING BRAUEREI USA
BELUKUS MARKETING
Dollar Sales (000)
Source: IRi Advantage, 26 Wks Ending 07/05/2015
Dollar Sales % Chg YA
Dollar Share
Dollar Share Chg YA
Case SalesCase
Sales % Chg YA
Case Share
Case Share Chg YA
14.0% 52.5 1.9 46,148,661 12.4% 51.3 1.9
2.8% 28.0 -1.9 25,962,248 1.7% 28.8 -1.9
18.9% 8.1 0.6 6,624,813 21.3% 7.4 0.8
11.8% 3.5 0.1 2,674,036 9.7% 3.0 0.0
-1.1% 3.3 -0.4 4,576,356 -0.9% 5.1 -0.5
-0.5% 2.7 -0.3 2,816,020 -2.1% 3.1 -0.3
4.3% 0.2 0.0 166,329 1.7% 0.2 0.0
-1.8% 0.2 0.0 42,991 -4.6% 0.0 0.0
61.7% 0.1 0.0 75,283 44.4% 0.1 0.0
-2.1% 0.1 0.0 178,102 -4.8% 0.2 0.0
-1.0% 0.1 0.0 102,727 -3.8% 0.1 0.0
-9.3% 0.1 0.0 120,088 -9.6% 0.1 0.0
-6.1% 0.1 0.0 19,807 -8.8% 0.0 0.0
44.7% 0.1 0.0 63,412 44.6% 0.1 0.0
-5.8% 0.1 0.0 48,885 -11.3% 0.1 0.0
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
$-
$5
$10
$15
$20
$25
$30
$35
$0
$100
$200
$300
$400
$500
$600
11/2/14 11/30/14 12/28/14 1/25/15 2/22/15 3/22/15 4/19/15 5/17/15 6/14/15 7/12/15 8/9/15
$-
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$-
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11/2/14 11/30/14 12/28/14 1/25/15 2/22/15 3/22/15 4/19/15 5/17/15 6/14/15 7/12/15 8/9/15
$-
$10
$20
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$-
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11/2/14 11/30/14 12/28/14 1/25/15 2/22/15 3/22/15 4/19/15 5/17/15 6/14/15 7/12/15 8/9/15
Chicago, IL MULO
Columbus, OH MULO
Cleveland, OH MULO
Dollars per $MM ACVDollar Sales (in $1,000s)
SMALL TOWN NOT YOUR FATHER’S ROOT BEERDollar Sales and Dollar Sales Velocity
Source: IRI InfoScan select IRI Multi-Outlet Markets 11 Quad Weeks Ending August 9, 2015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
BEVERAGE ALCOHOL SALES TRENDS INDIVIDUAL CHANNELS
Source: IRI InfoScan by Channel YTD July 5, 2015
Beer sales improvement in the Convenience channel have provided the Category with a positive boost this year.
Total US - Food Total US - Drug Total US - ConvenienceSum Of Total Liquor Stores-RMA - Liquor
Dollar Sales % Chg YA
Case Sales % Chg YA
Dollar Sales % Chg YA
Case Sales % Chg YA
Dollar Sales % Chg YA
Case Sales % Chg YA
Dollar Sales % Chg YA
Case Sales % Chg YA
CATEGORY - BEER 4.0% 1.4% -8.0% -10.4% 4.3% 1.8% 7.4% 5.0%
TOTAL BA CRAFT 22.4% 18.9% 16.9% 11.5% 30.1% 26.6% 19.4% 14.1%
CRAFT (IRI DEFINITION) 19.0% 15.2% 14.2% 8.0% 28.6% 25.1% 17.8% 12.6%
CIDER 23.0% 20.5% 43.1% 36.6% 45.3% 43.0% 18.6% 32.3%
MALT LIQUOR -1.3% -4.0% -8.9% -10.2% 3.4% 0.2% 15.0% 11.9%
PREMIUM -1.1% -1.1% -11.7% -11.7% 1.5% 0.8% 2.7% 2.4%
SUB-PREMIUM -4.0% -5.2% -15.8% -17.3% -1.3% -3.2% 0.3% 0.1%
SUPER PREMIUM 4.5% 4.1% -6.9% -9.3% 9.2% 8.2% 5.7% 9.8%
IMPORT 6.1% 5.1% -1.1% -2.2% 14.5% 12.7% 3.9% 2.6%
NON-ALCOHOLIC 3.1% 0.2% -5.0% -9.0% 9.5% 11.3% 3.9% 0.7%
PAB's -3.4% -4.0% -15.2% -17.2% 1.5% 0.4% 2.0% -0.5%
TOTAL WINE 6.8% 2.9% 1.5% -2.9% 8.5% 5.9% 2.9% 0.4%
SPIRITS 5.1% 1.3% -0.9% -3.6% 13.6% 14.7% 6.8% 4.8%
COOLERS 3.4% 3.5% 1.4% 3.0% 1.5% 5.1% 14.5% 33.2%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Dollar Share ofTotal Beer Category
Dollar Share ofBeer Category Chg YA
Beer Dollar Sales % Chg YA = +4.3%
PREMIUM
48.1%
SUB
PREMIUM
17.6%
IMPORT
13.5%
SUPER
PREMIUM
8.2%
PAB
5.3%
CRAFT
4.1%
MALT
LIQUOR
2.4%
CIDER
0.7% NON
ALCOHOLIC
0.1%
-1.4
-1.0
1.2
0.4
-0.2
0.8
-0.0
0.2
0.0
PREMIUM
SUB PREMIUM
IMPORT
SUPER PREMIUM
PAB
CRAFT
MALT LIQUOR
CIDER
NON ALCOHOLIC
BEER SEGMENT DOLLAR SHARE AND SALES TRENDSTotal U.S. Convenience
Source: IRi Advantage, 26 Wks Ending 07/05/2015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
TOP 5 SALES GROWTH STATES FOR BEER CATEGORYTOTAL U.S. CONVENIENCE
Source: IRI InfoScan Total US Convenience YTD July 5, 2015
$71,954
$47,579
$32,057
$29,010
$27,606
Texas
New York
Louisiana
Ohio
Virginia
$13,767 $11,777$9,529
$6,727 $5,814
MICHELOB ULTRA
LIGHT
CORONA EXTRA DOS EQUIS XX
LAGER ESPECIAL
MODELO
ESPECIAL
BUDWEISER
$3,340 $3,233 $3,113 $3,001 $2,875
BUDWEISER BUD LIGHT CORONA EXTRA MODELO
ESPECIAL
HEINEKEN
$8,760$6,403
$3,582 $2,416 $2,220
BUD LIGHT MICHELOB ULTRA
LIGHT
CORONA EXTRA BUDWEISER MILLER LITE
$3,987$2,675 $2,233 $1,904 $1,519
BUSCH LIGHT MILLER LITE REDDS WICKED
APPLE ALE
SMALL TOWN NT
YR FATHRS RT
BEER
BUD LIGHT
$4,985$3,853
$1,782 $1,696 $1,694
BUD LIGHT CORONA EXTRA BUDWEISER MILLER HIGH
LIFE
HEINEKEN
Top 5 Brands Contributing to GrowthDollar Sales Chg YA (000)
Top 5 Growth StatesDollar Sales Chg YA (000)
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
SEGMENTS’ HISTORICAL DOLLAR SHARE OF BEERTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD 2010 – 2014 and YTD July 5, 2015
The Craft and Import Segments have gained the most share in Supermarkets in 2015 YTD. Cider Sales have decelerated.
9.43 10.82 11.92 13.52 15.45 16.540.45 0.56 0.91 1.562.24 2.34
41.73 40.51 38.66 36.94 35.08 33.84
15.02 14.33 13.34 12.22 11.41 10.77
8.38 8.76 10.13 10.46 10.63 10.74
19.61 19.65 19.39 19.12 18.96 19.61
3.36 3.30 3.58 4.16 4.23 4.11
1.95 1.90 1.82 1.69 1.64 1.62
2010 2011 2012 2013 2014 YTD 2015
NA's and MALT
PAB's
IMPORT
SUPER PREMIUM
SUB-PREMIUM
PREMIUM
CIDER
CRAFT
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
IMPORT AND MEXICAN BEER TRENDSTOTAL U.S. SUPERMARKETS
Non-Mexican Import Dollar Sales have increased vs year ago for the first since 2011, but still lag behind Mexican Import sales trends.
-0.8%
-0.1%
0.6%
2.4%
-0.3%
6.3%
-0.9%
7.6%
-0.3%
8.0%
4.1%
8.6%
-2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
IMPORT BEER W/O MEXICAN BEER MEXICAN BEER TOTAL
Dollar Sales % Change Year Ago
2010
2011
2012
2013
2014
YTD 2015
Source: IRI InfoScan Total US FOOD 2010 – 2014 and YTD July 5, 2015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
2015 KEY SUMMER BEER HOLIDAY SALES RECAPTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD custom time periods
Both the Memorial Day and Fourth of July holidays were disappointing for Beer sales results in Supermarkets compared to last year.
Dollar Sales Case Sales
Current Change vs YA % Chg YA Current Change vs YA % Chg YA
Mem
ori
al D
ay*
BEER $453,625,758 $2,738,721 0.6% 19,862,546 -376,991 -1.9%
DOM PREMIUM $152,560,531 -$7,963,796 -5.0% 8,280,383 -396,007 -4.6%
IMPORT $89,233,035 $3,888,043 4.6% 3,209,741 123,276 4.0%
DOM SUPER PREMIUM $53,133,655 $524,509 1.0% 1,998,025 11,593 0.6%
CRAFT $73,466,009 $10,192,310 16.1% 2,077,367 227,128 12.3%
DOM SUB-PREMIUM $43,953,693 -$3,594,244 -7.6% 2,958,885 -306,067 -9.4%
PAB's $22,142,551 -$2,041,267 -8.4% 658,523 -64,818 -9.0%
CIDER $10,805,032 $1,418,714 15.1% 308,379 35,411 13.0%
NON-ALCOHOLIC $3,409,699 -$68,659 -2.0% 147,855 -7,151 -4.6%
MALT LIQUOR $3,038,105 -$91,246 -2.9% 175,820 -11,503 -6.1%
4th
of
July
**
BEER $520,505,476 $12,595,110 2.5% 22,925,589 -153,745 -0.7%
DOM PREMIUM $173,747,386 -$7,415,773 -4.1% 9,557,124 -495,469 -4.9%
IMPORT $104,216,450 $4,628,666 4.6% 3,800,601 120,985 3.3%
DOM SUPER PREMIUM $62,140,288 $3,030,230 5.1% 2,380,066 119,917 5.3%
CRAFT $83,735,821 $13,764,495 19.7% 2,380,231 318,000 15.4%
DOM SUB-PREMIUM $47,408,067 -$2,208,753 -4.5% 3,221,387 -206,448 -6.0%
PAB's $27,549,338 -$1,341,117 -4.6% 822,740 -46,984 -5.4%
CIDER $12,468,301 $1,400,291 12.7% 354,356 26,928 8.2%
NON-ALCOHOLIC $3,888,497 $34,258 0.9% 167,662 -3,979 -2.3%
MALT LIQUOR $3,268,177 $99,901 3.2% 188,836 -1,025 -0.5%
*2 Weeks Ending May 31, 2015 **2 Weeks Ending July 5, 2015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
TOP 15 BEER VENDORS – BASED ON DOLLAR SALESTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Constellation, Sierra Nevada and Lagunitas were the top three share gainers in Supermarkets within the Top 15 Vendors.
ANHEUSER-BUSCH INBEV* (1)
MILLERCOORS BREWING (2)
CONSTELLATION BEER (3)
HEINEKEN USA INC (4)
BOSTON BEER CO (5)
DIAGEO GUINNESS USA (6)
PABST BREWING CO (7)
SIERRA NEVADA BREWING CO (8)
MARK ANTHONY BRANDS INC (9)
D G YUENGLING & SON INC (10)
NEW BELGIUM BREWING COMPANY (11)
NORTH AMERICAN BREWERIES (12)
CRAFT BREW ALLIANCE INC (13)
THE LAGUNITAS BREWING COMPANY (14)
THE GAMBRINUS COMPANY (15)
Dollar Sales Dollar Share
Current % Chg YA Current Chg YA
$1,831,484,033 0.3% 35.82 -1.32
$1,189,488,275 -0.8% 23.27 -1.11
$427,509,712 9.5% 8.36 0.43
$288,243,290 0.1% 5.64 -0.21
$169,338,321 4.2% 3.31 0.01
$105,360,532 5.4% 2.06 0.03
$81,506,985 -3.4% 1.59 -0.12
$78,744,438 24.4% 1.54 0.25
$72,813,538 6.7% 1.42 0.04
$70,845,447 1.7% 1.39 -0.03
$60,751,782 1.9% 1.19 -0.02
$51,128,584 -8.0% 1.00 -0.13
$50,235,733 2.9% 0.98 -0.01
$41,170,028 48.3% 0.81 0.24
$36,238,748 7.9% 0.71 0.03
*Anheuser-Busch InBev data includes Elysian Brewing Company
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
TOP 15 BEER BRANDS BASED ON DOLLAR SALESTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Modelo Especial, Michelob Ultra and Stella Artois continue to be the big share gainers within the Top 15 Brands. Corona Extra is also gaining share.
BUD LIGHT (1)
COORS LIGHT (2)
MILLER LITE (3)
BUDWEISER (4)
CORONA EXTRA (5)
MICHELOB ULTRA LIGHT (6)
HEINEKEN (7)
NATURAL LIGHT (8)
MODELO ESPECIAL (9)
BUSCH LIGHT (10)
STELLA ARTOIS LAGER (11)
CORONA LIGHT (12)
MILLER HIGH LIFE (13)
BUSCH (14)
BLUE MOON BELGIAN WHITE ALE (15)
Dollar Sales Dollar Share
Current % Chg YA Current Chg YA
$617,118,264 -0.7% 12.07 -0.57
$333,851,791 -0.5% 6.53 -0.30
$287,930,455 1.5% 5.63 -0.13
$230,514,641 -1.7% 4.51 -0.26
$213,044,775 6.1% 4.17 0.08
$152,984,020 15.1% 2.99 0.29
$110,373,326 -0.7% 2.16 -0.10
$102,941,836 -2.6% 2.01 -0.14
$102,237,602 21.7% 2.00 0.29
$93,428,912 -1.4% 1.83 -0.10
$70,146,033 19.9% 1.37 0.18
$69,937,975 6.3% 1.37 0.03
$66,404,697 -3.0% 1.30 -0.09
$59,081,263 -4.9% 1.16 -0.11
$56,651,807 6.9% 1.11 0.03
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9 BEER VENDORS WITH NEW PRODUCT SALES > $1MMTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
There could be as many as 15 Beer Vendors who generate > $1MM in new product sales in Supermarkets this year.
$19,386,928
$18,194,539
$7,003,471
$5,641,367
$4,567,338
$2,799,439
$2,212,006
$1,121,880
$1,101,107
ANHEUSER-BUSCH INBEV*
MILLERCOORS BREWING
SIERRA NEVADA BREWING CO
BOSTON BEER CO
MARK ANTHONY BRANDS INC
NEW BELGIUM BREWING COMPANY
CONSTELLATION BEER
DUVEL MOORTGAT USA
HEINEKEN USA INC
Dollar Sales
Total new product Case Sales = 2.5MM
Total new product Dollar Sales = $82.4MM
*Anheuser-Busch InBev data includes Elysian Brewing Company
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TOP 15 NEW BEER BRANDSTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Good depth again in this year’s class of new beer brands, but no mega new brands like last year. This year will see the highest number of new beer brand launches as tracked by IRI.
$4,605,004
$4,345,954
$3,950,836
$3,931,968
$3,838,278
$3,490,709
$3,044,252
$2,461,138
$2,404,077
$2,052,351
$1,914,903
$1,813,773
$1,507,270
$1,393,492
$1,270,453
LEINENKUGELS GRAPEFRUIT SHANDY (1)
OCULTO LAGER (2)
SIERRA NEVADA HOP HUNTER IPA (3)
BUD LIGHT MIXX TAIL LNG ISLD ICE TEA (4)
REDDS GREEN APPLE ALE (5)
BUD LIGHT MIXX TAIL HURRICANE (6)
SIERRA NEVADA NOONER PILSNER (7)
NEW BELGIUM SLOW RIDE SESSN IPA (8)
REDDS WICKED MANGO ALE (9)
PALM BREEZ PINEAPPL MANDARN ORNG (10)
BLUE MOON WHITE IPA (11)
SAMUEL ADAMS REBEL ROUSER DBL IPA (12)
ANGRY ORCHARD HOP N MAD APPLE (13)
PALM BREEZE RUBY RED CITRUS (14)
SAMUEL ADAMS REBEL RIDER IPA (15)
Dollar Sales
Year
# of New Beer
Brands
Total New Beer Brand Case Sales
Top New Beer Brand (Based on $ Sales)
YTD 2015
600 1,790,486Leinenkugels Grapefruit
Shandy
2014 612 7.403,257 Bud Light Lime Mang O Rita
2013 530 5,473,905 Bud Light Lime Straw Ber Rita
2012 415 6,953,181 Bud Light Platinum Lager
2011 362 1,382,057 Shock Top Rspberry Wheat Ale
2010 357 1,843,293 Smirnoff Blbrry & Lemonade
2009 198 2,053,440 Bud Light Golden Wheat
2008 173 4,898,477 Bud Light Lime
2007 141 2,997,697 Miller Chill
2006 193 1,380,051 CM Parrot Bay Wave Runner
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NEW BEER PRODUCT SALES BY SEGMENTTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
New Craft Products have the highest Dollar Sales contribution within Beer
$26,628,807
$17,425,090
$13,580,004
$3,553,189
$750,660
$296,704
$164,739
$40,416
CRAFT
SUPER PREMIUM
PAB's
CIDER
MALT LIQUOR
IMPORT
SUB-PREMIUM
PREMIUM
CRAFT
42.6%
SUPER
PREMIUM
27.9%
PAB's
21.7%
CIDER
5.7%
MALT
LIQUOR
1.2%
IMPORT
0.5%
SUB-
PREMIUM
0.3%
PREMIUM
0.1%
Share of Total New Product Dollar Sales
New Product Dollar Sales by Segment
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NEW BEER PRODUCT DOLLAR SALES 2012 - 2014TOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Craft, Cider, Import and Super Premium new product Dollar Sales contributions increased in 2014, while PAB’s declined.
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
CRAFT PAB's SUPER
PREMIUM
CIDER IMPORT PREMIUM SUB-
PREMIUM
New Product Dollar Sales by Segment 2012 thru 2014
YR 2012 YR 2013 YR 2014
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NEW BEER PRODUCT BREAKDOWNTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Line Extensions of Existing Brands Account for 70% of Beer’s New Products this year
Innovation by SegmentNew Brand Family vs. Line Ext ($MM)
New Brand Families vs Line Extensions
30%
70%New Brand
Families
Line Extensions
$0
$5
$10
$15
$20
$25
$30
Line Extensions New Brand Families
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TOP 10 BEER VENDORS AND BRAND FAMILIES BASED ON LINE EXTENSIONS
TOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
MillerCoors, Sierra Nevada and Boston Beer lead all vendors based on new product sales resulting from Line Extensions.
$7,009,843
$3,129,325
$2,461,138
$600,646
$592,596
$543,166
$518,472
$517,964
$496,514
$451,341
SIERRA NEVADA BRAND FAMILY
SAMUEL ADAMS BRAND FAMILY
NEW BELGIUM BRAND FAMILY
DESCHUTES BRAND FAMILY
BOULEVARD BRAND FAMILY
FULL SAIL BRAND FAMILY
KARBACH BRAND FAMILY
OMMEGANG BRAND FAMILY
OSKAR BLUES BRAND FAMILY
ABITA BRAND FAMILY
Top Selling New Line Extensions by Brand
$13,993,214
$7,009,843
$5,092,431
$2,461,138
$1,110,561
$1,019,998
$601,680
$600,646
$543,166
$518,472
MILLERCOORS BREWING
SIERRA NEVADA BREWING CO
BOSTON BEER CO
NEW BELGIUM BREWING…
DUVEL MOORTGAT USA
HEINEKEN USA INC
DIAGEO GUINNESS USA
DESCHUTES BREWERY
FULL SAIL BREWING
KARBACH BREWING COMPANY
Top Selling Vendors for Line Extensions
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TOP NEW BRAND FAMILIES BASED ON NEW BRANDSTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
ABI and Mark Anthony Brands are the Top Two Vendors Based on New Brand Family Dollar Sales
$13,003,176
$3,462,474
$348,259
$242,379
$216,985
$171,150
$107,023
$87,878
$80,045
$75,853
ANHEUSER-BUSCH INBEV
MARK ANTHONY BRANDS INC
FUNKY BUDDHA BREWERY
THIRSTY PLANET BREWING CO
WESTON BREWING CO
FRIARITA BREWERS
BACKWOODS BREWING…
IRON GOAT BREWING CO
PFRIEM FAMILY BREWERS
WHITE STREET BREWING CO
Top Vendors Based on New Brand Families
$8,657,222
$4,345,954
$3,462,474
$348,259
$242,379
$216,985
$171,150
$107,023
$87,878
$80,045
BUD LIGHT MIXX TAIL BRND FAM
OCULTO BRND FAM
PALM BREEZE BRND FAM
FUNKY BUDDHA BRND FAM
THIRSTY PLANT BRND FAM
ROOT SELLERS BRND FAM
FRIARITA BRND FAM
BACKWOODS BRND FAM
IRON GOAT BRND FAM
PFRIEM BRND FAM
Top New Brand Families
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BEER CATEGORY & CRAFT SEGMENT HISTORICAL DOLLAR SALES TRENDS
TOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD 2010 – 2014 and YTD July 5, 2015
Craft is currently on pace to achieve a third consecutive year of +18% Dollar Sales Growth in Supermarkets
15.2%16.0%
14.6%
18.4%18.9% 18.8%
0.6% 1.0%
4.1% 4.4% 4.0% 4.0%
2010 2011 2012 2013 2014 YTD 2015
CRAFT BEER
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TOP 10 EDIBLE GROCERY CATEGORIES BASED ON DOLLAR SALES CHANGE VS YEAR AGO
TOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Wine is #1 and Beer is #5 based on Actual Dollar Sales Change vs Year Ago. If Craft was considered a Category it would rank at #9!
$243,672,029
$235,167,213
$225,410,728
$211,466,621
$196,293,245
$184,605,729
$162,961,012
$156,837,324
$135,287,538
$101,525,753
TOTAL WINE
COFFEE
FRESH EGGS
NATURAL CHEESE
BEER
SALAD/COLESLAW - RFG
BOTTLED WATER
MEAT - RFG
CRAFT*
SALTY SNACKS
Dollar Sales Change Year Ago
*Craft is a segment within the Beer Category.
% Change vs YA
6.8%
9.7%
10.9%
4.9%
4.0%
10.1%
6.6%
16.9%
19.0%
2.0%
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TOP 15 BA CRAFT VENDORS BASED ON DOLLAR SALESTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Lagunitas and Ballast Point are the two largest share gainers within the Top 15 BA Craft defined Vendors
$93,589,201
$78,744,438
$60,751,782
$41,170,028
$36,238,748
$24,575,973
$20,047,194
$17,257,957
$13,822,941
$11,885,179
$10,828,439
$10,698,982
$10,408,844
$10,343,968
$8,418,011
BOSTON BEER CO (1)
SIERRA NEVADA BREWING CO (2)
NEW BELGIUM BREWING COMPANY (3)
THE LAGUNITAS BREWING COMPANY (4)
THE GAMBRINUS COMPANY (5)
DESCHUTES BREWERY (6)
STONE BREWING CO. (7)
BELLS BREWERY INC (8)
SWEETWATER BREWING COMPANYLLC (9)
DOGFISH HEAD BREWERY (10)
FIRESTONE WALKER BREWING COMPANY (11)
BALLAST POINT BREWING COMPANY (12)
FOUNDERS BREWING CO (13)
DUVEL MOORTGAT USA (14)
GREAT LAKES BREWING CO. (15)
Dollar Sales
Dollar Sales % Chg YA
Dollar Share of
Craft
Dollar Share
Chg YA
-5.6% 11.1% -2.9%
24.4% 9.3% 0.4%
1.9% 7.2% -1.2%
48.3% 4.9% 1.0%
7.9% 4.3% -0.4%
7.4% 2.9% -0.3%
35.5% 2.4% 0.3%
14.3% 2.0% -0.1%
24.8% 1.6% 0.1%
13.6% 1.4% -0.1%
56.0% 1.3% 0.3%
130.1% 1.3% 0.6%
76.0% 1.2% 0.4%
9.3% 1.2% -0.1%
8.1% 1.0% -0.1%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
TOP 15 NEW BA CRAFT VENDORS YTD 2015TOTAL U.S SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
There are 857 Total IRI Craft Defined Vendors selling in Supermarkets in 2015. This is an increase from 735 in 2014 and 595 in 2013.
$348,259
$242,379
$107,023
$87,878
$80,045
$75,853
$69,327
$68,433
$66,429
$61,576
$53,268
$44,316
$43,572
$40,098
$38,710
FUNKY BUDDHA BREWERY
THIRSTY PLANET BREWING CO
BACKWOODS BREWING COMPANY
IRON GOAT BREWING CO
PFRIEM FAMILY BREWERS
WHITE STREET BREWING CO
PUBLIC HOUSE BREWING COMPANY
VETERANS UNITED CRAFT BREWERY
TITLETOWN BREWING COMPANY
BIG BEND BREWING COMPANY
COPPERTAIL BREWING CO
NORTH HIGH BREWING
CAHABA BREWING COMPANY
UBERBREW
KALONA BREWING COMPANY
Dollar Sales Location
Fort Lauderdale, FL
Austin, TX
Carson, WA
Spokane, WA
Hood River, OR
White Forest, NC
Rolla, MO
Jacksonville, FL
Green Bay, WI
Alpine, TX
Tampa, FL
Columbus, OH
Birminham, AL
Billings, MT
Kalona, IA
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TOP 15 BA CRAFT BRANDS BASED ON DOLLAR SALESTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Lagunitas IPA moved up three spots in the ranking compared to last year.
SIERRA NEVADA PALE ALE (1)
SAMUEL ADAMS SEASONAL (2)
SAMUEL ADAMS BOSTON LAGER (3)
NEW BELGIUM FAT TIRE AMBER ALE (4)
LAGUNITAS INDIA PALE ALE (5)
SIERRA NEVADA TORPEDO EXTRA IPA (6)
SHINER BOCK (7)
SAMUEL ADAMS VARIETY PACK (8)
SAMUEL ADAMS REBEL IPA (9)
SIERRA NEVADA SEASONAL (10)
NEW BELGIUM VARIETY PACK (11)
NEW BELGIUM RANGER IPA (12)
SIERRA NEVADA VARIETY PACK (13)
BELLS SEASONAL (14)
LAGUNITAS A LITTL SUMPN SMPN ALE (15)
Dollar Sales Dollar Share of Craft
YTD % Chg YA Current Chg YA
$32,942,084 3.4% 3.9% -0.6%
$28,803,459 -9.2% 3.4% -1.1%
$24,958,110 -5.3% 3.0% -0.8%
$22,888,601 -0.7% 2.7% -0.5%
$18,836,740 44.9% 2.2% 0.4%
$17,253,246 8.8% 2.0% -0.2%
$16,508,895 7.7% 2.0% -0.2%
$14,384,556 -8.3% 1.7% -0.5%
$10,852,052 9.8% 1.3% -0.1%
$10,336,216 13.0% 1.2% -0.1%
$9,787,664 18.0% 1.2% 0.0%
$9,120,381 -2.9% 1.1% -0.2%
$8,854,647 1.0% 1.0%
$8,497,529 117.3% 1.0% 0.5%
$7,839,508 7.8% 0.9% -0.1%
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TOP 15 NEW BA CRAFT BEER BRANDSTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Similar to last year, there are already five new Craft Brands that have exceeded $1MM in Dollar Sales in YTD 2015. We may see as many as 7 or 8 new Craft Brands exceed $1MM before the year ends which is unprecedented.
$3,950,836
$3,044,252
$2,461,138
$1,813,773
$1,270,453
$533,978
$520,175
$496,514
$451,341
$450,498
$350,407
$344,827
$256,540
$242,379
$237,150
SIERRA NEVADA HOP HUNTER IPA (1)
SIERRA NEVADA NOONER PILSNER (2)
NEW BELGIUM SLOW RIDE SESSN IPA (3)
SAMUEL ADAMS REBEL ROUSER DBL IPA (4)
SAMUEL ADAMS REBEL RIDER IPA (5)
FULL SAIL SESSION IPA (6)
DESCHUTES PINEDROPS IPA (7)
OSKAR BLUES PINNER THROWBACK IPA (8)
ABITA STRAWBERRY HARVEST LAGER (9)
OMMEGANG GAME OF THRONS 3 EYD RAV (10)
KARBACH LOVE STREET KOLSCH (11)
NINKASI DAWN OF RD INDI RD ALE (12)
FIRESTONE WALKER EASY JACK IPA (13)
THIRSTY PLANT THRSTY GT AMBR ALE (14)
HOP VALLEY CITRUS MISTRESS IPA (15)
Dollar Sales
Year BrandDollar Sales
YTD 2015 Sierra Nevada Hop Hunter IPA $3,950,836
2014 Samuel Adams Rebel IPA $21,116,309
2013 New Belgium Rampant Imperial IPA $3,942,500
2012 Deschutes Chain breaker White IPA $2,601,975
2011 Kona Variety Pack $2,115,495
2010 New Belgium Ranger IPA $5,495,092
2009 Sierra Nevada Torpedo Extra IPA $3,938,139
2008 Samuel Adams Irish Red $1,623,497
2007 Alaskan IPA $653,389
2006 Deschutes Inversion IPA $1,353,956
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TOP 15 NEW BA CRAFT BEER PACKAGESTOTAL U.S. SUPERMARKETS
Total Craft New Product Dollar Sales
YTD 2015 $37,397,021
2014 $92,203,800
2013 $42,021,402
2012 $42,969,648
2011 $20,637,476
2010 $15,387,487
2009 $20,750,750
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Total Can sales for new products is $9.7MM for YTD 2015 (last year YTD 2014 was only $5.8MM)
Total Bottle sales for new products is $27.7MM for YTD 2015
$2,406,980
$2,187,647
$2,185,842
$1,804,184
$1,756,050
$851,294
$801,831
$520,175
$496,514
$485,566
$472,137
$463,238
$451,341
$450,498
$419,997
NEW BELGIUM SLOW RIDE SESSN IPA 6-PACK 11-12OZ BTL
SIERRA NEVADA HOP HUNTER IPA 6-PACK 11-12OZ BTL
SIERRA NEVADA NOONER PILSNER 6-PACK 11-12OZ BTL
SAMUEL ADAMS REBEL ROUSER DBL IPA 6-PACK 11-12OZ BTL
SIERRA NEVADA HOP HUNTER IPA 12-PACK 11-12OZ BTL
SIERRA NEVADA NOONER PILSNER 12-PACK 12OZ CAN
SAMUEL ADAMS REBEL RIDER IPA 6-PACK 11-12OZ BTL
DESCHUTES PINEDROPS IPA 6-PACK 11-12OZ BTL
OSKAR BLUES PINNER THROWBACK IPA 6-PACK 12OZ CAN
SAMUEL ADAMS REBEL IPA 12-PACK 12OZ CAN
LAGUNITAS PILS 12-PACK 11-12OZ BTL
SAMUEL ADAMS REBEL RIDER IPA 12-PACK 11-12OZ BTL
ABITA STRAWBERRY HARVEST LAGER 12-PACK 12OZ CAN
OMMEGANG GAME OF THRONS 3 EYD RAV SINGLES 25.4OZ LNBTL
FULL SAIL SESSION IPA 12-PACK 11-12OZ BTL
Dollar Sales
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
TOTAL CRAFT KEY PACK SIZE DOLLAR SALE TRENDSTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Craft Cans share of Total Craft Dollar Sales increased by +3.7 and is now 11.0% share of Total Craft Dollar Sales
6-PACK 11-12OZ BTL
12-PACK 11-12OZ BTL
SINGLES 22OZ LNBTL
6-PACK 12OZ CAN
12-PACK 12OZ CAN
4-PACK 11-12OZ BTL
4-PACK 16OZ CAN
SINGLES 25.4OZ LNBTL
SINGLES 11-12OZ BTL
15-PACK 12OZ CAN
Dollar Sales % Chg YA
$397,435,383 15.2%
$249,369,534 10.5%
$54,693,035 18.1%
$46,640,690 107.1%
$29,492,259 45.4%
$21,344,900 18.7%
$9,716,979 58.8%
$8,386,757 19.7%
$6,368,762 42.3%
$3,882,776 682.9%
$8,061,078
$5,962,587
$4,680,446
$4,385,026
$4,364,428
SIERRA NEVADA BREWING CO
OSKAR BLUES BREWERY
NEW BELGIUM BREWING…
FOUNDERS BREWING CO
BOSTON BEER CO
Top 5 Craft Can Vendors YTD 2015
TTL CRAFT CAN
$ Sales % Chg YA
$92,680,925 79.85%
TTL CRAFT GLASS
$ Sales % Chg YA
$752,822,764 14.34%
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TOP 10 CRAFT BEER STYLESTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
IPA now accounts for over a 27 share of Total Craft Dollar Sales and has gained +3.8 share in 2015 YTD.
$229,390,095
$113,065,628
$74,713,677
$72,374,527
$39,663,747
$32,503,897
$23,110,721
$22,713,565
$19,924,513
$16,766,175
CRAFT IPA
CRAFT SEASONAL
CRAFT PALE ALE
CRAFT VARIETY
CRAFT AMBER ALE
CRAFT AMBER LAGER
CRAFT WHEAT BEER
CRAFT FRUIT/VEGGIE/SPICED
CRAFT BOCKS
CRAFT STOUT
Dollar Sales
Dollar Sales % Chg YA
Dollar Share of
Craft
38.1% 27.1%
5.2% 13.4%
5.8% 8.8%
20.0% 8.6%
0.8% 4.7%
-4.3% 3.8%
-4.9% 2.7%
98.7% 2.7%
6.2% 2.4%
37.3% 2.0%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
TOP CRAFT IPA BRANDS COMPARISON - 2010 VS YTD 2015TOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Half of the Top 10 Craft IPA Brands have changed when comparing 2015 vs 2010 rankings
$18,835,775
$17,252,059
$10,851,523
$9,120,346
$6,729,130
$6,667,934
$6,660,412
$6,236,068
$5,284,055
$4,708,667
LAGUNITAS INDIA PALE ALE
SIERRA NEVADA TORPEDO EXTRA…
SAMUEL ADAMS REBEL IPA
NEW BELGIUM RANGER IPA
LAGUNITAS A LITTL SUMPN SMPN…
BELLS TWO HEARTED ALE
STONE INDIA PALE ALE
REDHOOK LONG HAMMER IPA
FOUNDERS ALL DAY IPA
BALLAST POINT SCULPIN IPA
Top IPA Brands - YTD 2015
$10,385,171
$9,797,286
$5,509,803
$4,570,654
$4,367,566
$4,210,918
$4,150,652
$3,729,873
$3,583,346
$2,950,427
SIERRA NEVADA TORPEDO EXTRA…
REDHOOK LONG HAMMER IPA
NEW BELGIUM RANGER IPA
LAGUNITAS INDIA PALE ALE
STONE INDIA PALE ALE
DESCHUTES INVERSION IPA
HARPOON INDIA PALE ALE
BRIDGEPORT INDIA PALE ALE
DOGFISH HEAD 60 MINUTE IPA
PYRAMID THUNDERHEAD IPA
Top IPA Brands - Year 2010
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CRAFT IPA STYLES DOLLAR SALES AND TRENDSTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Session IPA’s continue to gain share, but the share gains are beginning to balance in coming from American and Imperial IPA. This is a change to what we saw earlier in the year where it was primarily coming from Imperial IPA.
$166,669,548
$53,696,539
$16,503,617
$5,792,679
$1,387,756
$1,095,350
$1,003,919
American IPA - 2015
Imperial IPA - 2015
Session IPA - 2015
English IPA - 2015
Belgian White IPA - 2015
Other IPA - 2015
Black IPA - 2015
Dollar Sales
Dollar Sales % Chg YA
Dollar Share of
IPAs
Dollar Share
Chg YA
32.2% 67.7% -2.0%
23.7% 21.8% -2.2%
249.9% 6.7% 4.1%
63.5% 2.4% 0.4%
11.1% 0.6% -0.1%
8.9% 0.4% -0.1%
33.1% 0.4% 0.0%
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NUMBER OF CRAFT IPA BRANDS SELLINGTOTAL U.S. SUPERMARKETS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Craft IPA Brands are now up to 941 selling in Supermarkets. This is an increase of 200 brands from 2014 YE. Number of Session IPA Brands selling has doubled and American IPA Brands have increased by > 100.
215292
388520
636741
941
2009 2010 2011 2012 2013 2014 YTD 2015
Number of Craft IPA Brands
2009 2010 2011 2012 2013 2014YTD 2015
AMERICAN 142 185 236 302 371 421 525
IMPERIAL 47 73 101 141 171 199 242
SESSION 3 3 5 7 14 28 56
ENGLISH 16 19 24 28 29 29 36
BELGIAN/WHITE 3 5 8 12 14 19 26
BLACK 2 3 9 16 20 25 30
OTHER 2 4 5 14 17 20 26
TOTAL 215 292 388 520 636 741 941
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TOP CRAFT IPA MARKETS MINIMUM $3MMIRI FOOD MARKETS
Source: IRI InfoScan IRI FOOD Markets YTD July 5, 2015
IPA has > 30 share of Total Craft Dollar Sales in the Top 9 Markets IPA has Increased its Share by > 5.0 points in 6 of Top 20 Craft IPA Markets
44.0%
36.2%
35.3%
33.6%
32.6%
32.1%
32.1%
30.4%
30.3%
29.0%
San Diego, CA - Food
San Francisco/Oakland, CA - Food
Los Angeles, CA - Food
Sacramento, CA - Food
Portland, OR - Food
Seattle/Tacoma, WA - Food
Atlanta, GA - Food
Grand Rapids, MI - Food
Miami/Ft. Lauderdale, FL - Food
Charlotte, NC - Food
Craft IPA Share of Total CraftShare
Chg YA
4.4%
4.0%
4.6%
5.5%
2.4%
2.9%
5.4%
5.2%
5.2%
4.0%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
BEER AND CRAFT DOLLAR SALES % CHANGE VS YAIRI FOOD REGIONS
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
WEST
BEER 6.9%
CRAFT15.6%
CALIFORNIA
BEER 2.4%
CRAFT 19.4%
TOTAL U.S. SUPERMARKETS
BEER 4.0%
CRAFT 18.8%
PLAINS
BEER 2.5%
CRAFT 24.6%
SOUTH CENTRAL
BEER 3.3%
CRAFT 15.4%
GREAT LAKES
BEER 3.8%
CRAFT 24.2%
NORTHEAST
BEER 3.5%
CRAFT 16.0%
MID SOUTH
BEER 2.9%
CRAFT 21.9%
SOUTHEAST
BEER 5.3%
CRAFT 16.2%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
TOP 10 IRI-TRACKED STATES BASED ON CRAFT DOLLAR SALES IN SUPERMARKETS
Top 10 IRI Tracked Food States for Craft
Dollar Share of Category Dollar Sales
CurrentChange vs
YACurrent Change vs YA
California 19.20 2.73 $155,151,408 $25,193,272
Washington 34.62 2.39 $69,771,659 $11,248,784
Oregon 38.53 2.76 $48,538,068 $6,217,075
Ohio 21.50 4.12 $44,802,429 $10,183,633
Florida 9.36 0.85 $42,700,388 $6,122,336
North Carolina 15.51 2.31 $41,612,313 $6,845,996
Virginia 17.33 3.22 $38,898,314 $7,679,798
New York 17.68 1.66 $38,611,540 $4,535,965
Michigan 19.55 2.68 $33,049,631 $5,114,880
Illinois 15.85 3.02 $30,108,488 $6,884,040
Source: IRI InfoScan Total US FOOD YTD July 5, 2015
Craft has experienced its largest share of Total Beer Dollar Sales in Ohio based on the Top 10 States for Craft Dollar Sales in Supermarkets
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
LOCAL CRAFT VS OTHER CRAFT VENDORSOREGON STATE SUPERMARKETS
Source: IRI InfoScan IRI Oregon State - FOOD Quad Weeks Jan 27, 2013 through July 12, 2015
Oregon Craft Brewers are Outselling Non-Oregon Craft Brewers in Dollar Sales
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$5,000,000
$6,000,000
$7,000,000
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Dollar Sales
OREGON LOCAL BREWERIES Non-Oregon Breweries
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI InfoScan IRI Oregon State – FOOD 2009 – 2014 and YTD July 5, 2015
Local Oregon Craft Brewers Share of Total Craft Dollar Sales has remained consistent over the years
36.3% 37.2% 38.4% 39.8% 38.0% 36.9% 36.9%
63.7% 62.8% 61.6% 60.2% 62.0% 63.1% 63.1%
2009 2010 2011 2012 2013 2014 YTD 2015
Dollar Share of Craft
Non - Oregon Local Craft Oregon Local Craft
LOCAL CRAFT VS OTHER CRAFT VENDORSOREGON STATE SUPERMARKETS
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Local Craft Brewer Dollar Sales Trends have outpaced Non-Local Craft for the past three years
Source: IRI InfoScan IRI Oregon State – FOOD 2010 – 2014 and YTD July 5, 2015
13.4%14.6% 14.0%
3.3%
11.8%
14.2%
9.3% 8.8%7.4%
11.2%
17.4%
15.1%
2010 2011 2012 2013 2014 YTD 2015
Dollar Sales % Change Year Ago
Non-Oregon Craft Oregon Local Craft Breweries
LOCAL CRAFT VS OTHER CRAFT VENDORSOREGON STATE SUPERMARKETS
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
LOCAL CRAFT VS OTHER CRAFT VENDORSSAN DIEGO SUPERMARKETS
Source: IRI InfoScan IRI San Diego, CA FOOD Market Quad Weeks Jan 27, 2013 through July 12, 2015
Local Craft Brewer Dollar Sales passed Non-Local Craft Brewers sales earlier this year
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
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Dollar Sales
San Diego Local Breweries Non-San Diego Breweries
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Local Craft Brewer Share of Total Craft Dollars is now up to near 51%
Source: IRI InfoScan IRI San Diego, CA FOOD Market 2009 – 2014 and YTD July 5, 2015
76.5%76.1%
73.7%70.0%
61.5%54.1%
49.1%
23.5%23.9% 26.3%
30.0%
38.5%
45.9%50.9%
2009 2010 2011 2012 2013 2014 YTD 2015
Dollar Share of Craft
Non - San Diego Local Craft San Diego Local Craft
LOCAL CRAFT VS OTHER CRAFT VENDORSSAN DIEGO SUPERMARKETS
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Local Craft Brewer Dollar Sales Trends have consistently been outpacing Non-Local Brewer sales trends for the past six years
Source: IRI InfoScan IRI San Diego, CA FOOD Market 2010 – 2014 and YTD July 5, 2015
10.2%15.1% 13.9%
7.7%
13.2% 9.1%13.0%
30.7% 36.5%
57.7%53.3%
37.5%
2010 2011 2012 2013 2014 YTD 2015
Dollar Sales % Change Year Ago
Non-San Diego Craft San Diego Local Craft Breweries
LOCAL CRAFT VS OTHER CRAFT VENDORSSAN DIEGO SUPERMARKETS
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
LOCAL CRAFT VS OTHER CRAFT VENDORSCHICAGO SUPERMARKETS
Source: IRI InfoScan IRI Chicago, IL FODO Market Quad Weeks Jan 27, 2013 through July 12, 2015
Local Craft Brewers Dollar Sales passed up Non-Local Craft Brewers earlier this year
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
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Chicago Local Breweries Non-Chicago Craft
Dollar Sales
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Non-Local Craft Brewer Share of Total Craft Dollar Sales are down 7 points this year from 2014 and 14 points since 2012
Source: IRI InfoScan IRI Chicago, IL FOOD Market 2009 – 2014 and YTD July 5, 2015
65.8% 65.8% 64.9% 66.0%64.1%
59.2%
52.1%
34.2% 34.2% 35.1% 34.0% 35.9%
40.8%
47.9%
2009 2010 2011 2012 2013 2014 YTD 2015
Dollar Share of Craft
Non-Chicago Craft Chicago Local Breweries
LOCAL CRAFT VS OTHER CRAFT VENDORSCHICAGO SUPERMARKETS
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Local Craft Brewer Sales Trends have outpaced those of Non-Local Craft Brewers for the past three years
Source: IRI InfoScan IRI Chicago, IL FOOD Market 2010 – 2014 and YTD July 5, 2015
20.7%18.3%
21.9% 21.8%
7.6%
16.8%
20.9%23.3%
15.7%
32.3% 32.7%
53.4%
2010 2011 2012 2013 2014 YTD 2015
Dollar Sales % Change Year Ago
Non-Chicago Craft Chicago Local Craft Breweries
LOCAL CRAFT VS OTHER CRAFT VENDORSCHICAGO SUPERMARKETS
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
BEER CATEGORY & SEGMENT TRENDS AND SHARE 4 WEEKS ENDING AUG 16, 2015
TOTAL U.S. MULTI-OUTLET AND MULTI-OUTLET + CONVENIENCE
Source: IRI InfoScan Total U.S. Multi-Outlet and Total U.S. Multi-Outlet + Convenience 4 Weeks Ending August 16, 2015
Improved sales trends by the Premium, Super Premium and Import Segments have led to improved sale performance for the Beer Category compared to YTD
Total US – Multi-Outlet Total US – Multi-Outlet + Convenience
Dollar Sales % Chg YA
Dollar Share of Category
Case Sales % Chg YA
Case Share of Category
Dollar Sales % Chg YA
Dollar Share of Category
Case Sales % Chg YA
Case Share of Category
CATEGORY - BEER 6.3% 100.00 3.6% 100.00 6.8% 100.00 3.9% 100.00
TOTAL BA CRAFT 18.4% 11.46 14.7% 7.05 20.7% 7.18 16.9% 4.39
CRAFT (IRI DEFINITION) 16.5% 12.85 12.7% 8.00 19.3% 7.99 15.4% 4.94
CIDER 10.3% 1.99 7.3% 1.26 11.6% 1.28 8.4% 0.82
MALT LIQUOR 3.4% 0.63 -1.1% 0.80 7.4% 1.52 2.5% 1.85
PREMIUM 2.6% 36.10 2.2% 43.27 3.3% 42.41 2.5% 47.04
SUB-PREMIUM -2.0% 11.15 -3.7% 17.00 -0.4% 14.18 -2.6% 20.42
SUPER PREMIUM 9.2% 11.31 7.9% 9.50 11.9% 9.84 10.3% 7.93
IMPORT 12.0% 19.94 10.3% 16.02 15.8% 16.98 13.6% 13.04
NON-ALCOHOLIC 5.6% 0.66 2.3% 0.64 6.4% 0.33 3.1% 0.32
PAB's 0.3% 5.05 -0.2% 3.34 3.2% 5.33 2.4% 3.56
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
4
Thank You!
Craft Brewers: Please continue to send your current UPC lists and product images to me to insure your products are being tracked by IRI.
Please e-mail me at [email protected]