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Beer Marketer's INSIGHTS

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Beer Marketer's INSIGHTS, our flagship newsletter, is published 23X a year. For the last 38 years, it has frequently been the first and often only publication to report the most important beer industry facts, trends, and insights. Each issue features four info-packed pages. Inside, you'll find the latest news and numbers about the US beer business, with a special focus on exclusive articles and analysis. Readers of Beer Marketer's INSIGHTS get the info necessary to stay abreast of the latest industry events, and the understanding of those events. Here's just a small sampling of what you'll find inside:

Beer Marketer's INSIGHTS is written by the most experienced and knowledgeable staff serving the industry. More execs keep up-to-date by reading Beer Marketer's INSIGHTS than any other beer industry publication.

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Not a lotta hard data about where hard seltzers source their drinkers and volume from. With 80 mil cases or so expected to be sold this yr, it kinda matters. And if seltzer doubles next year, as many expect, it really matters. Suppliers talk about “keeping people in the beer aisle,” or bringing them back. They also suggest a significant portion of volume is coming from wine, spirits and/or other bevs. Mike’s sr veep Sanjiv Gajiwala told Chi Trib, citing data from Numerator Insights, that: 53% of White Claw consumers come from beer drinkers, 9% from FMB drinkers. But that’s % of drinkers. Is % of volume from malt bevs higher? Boston’s Dave Burwick told Yahoo almost 2/3 of Truly volume from wine/spirits. At Dec 5 Brewbound Live, Nielsen’s Danelle Kosmal said significant portion of seltzer purchases are incremental to other alc bev buys. Seltzer buyers spend on avg $477/yr on alc bevs, she said. That’s $219, 85% more than the avg drinker spends. Can Seltzer Add Drinkers and Increase Per Caps? Some say seltzers will build aggregate demand, tho that’s not in #s yet. ISI Evercore’s Robert Ottenstein wrote that while drinker penetration is 50-50 male-female, volume penetration skewed…

Publishing Info

  • Year 2019
  • Volume 50
  • Issue # 23
Goalpost keeps moving for Mark Anthony Group and Mike’s Hard Lemonade, fueled by explosive success of White Claw. Mark Anthony Group, parent co of Mike’s, now expects to double next yr to $4 bil in revs, according to founder Anthony von Mandl. And that’s following 85% growth at Mike’s this yr. Anthony and prexy Phil Rosse gave lotsa insights into MAG’s origins, what makes ’em tick and lotsa #s too, speaking at Beer Insights Seminar and elsewhere. Mike’s expects to sell 85 mil cases in fiscal yr ending Mar, said Phil, and looks to get to 10% of value (about 215 mil cases) then 10% of volume (300 mil cases). That level took Constellation Brands decades of growth to achieve. At 85% growth, Mike’s would be up 2.2 mil bbls. That’s more than Constellation ever grew in a single yr. Asked about White Claw (and the industry’s) “transformational moment” at INSIGHTS seminar, Anthony broadened meaning to “how millennials and now Generation Z have changed the world.” So White Claw’s success and this moment “about the ability of social media as an example to transform and create brands like White Claw...overnight.” According to Anthony, “all of the axioms of CPG, of…

Publishing Info

  • Year 2019
  • Volume 50
  • Issue # 22
What a difference a year makes. In Nov ’18, Pabst went to court over acrimonious charges that MillerCoors tried to illegally end their contract brewing production deal. Case settled before jury could decide and both sides claimed to be happy relationship would continue, presumably well into next decade. Fast forward a year: Pabst announced deal with City Brewing that City would take over most of Pabst’s production over next 5 years, beginning in 2021. Deal inked to last through 2040, which suggests some confidence on Pabst’s part given current trends. “This partnership provides clarity and certainty for our employees and our customers, and will allow us to innovate more effectively,” Pabst ceo Eugene Kashper said. Details of Molson Coors-Pabst contract unknown, but gotta figure Pabst innovations pretty low on priority list for MC breweries. Then too, Molson Coors brewery footprint under “constant review,” as ceo Gavin Hattersley acknowledged on recent conference call. New Canadian production coming on and many expect Molson Coors will transfer some production for US to Canadian breweries. Giving up Pabst production makes that move even easier. Kinda ironic that even when MC told Pabst back in 2015 that it couldn’t produce Pabst after 2020, contract would…

Publishing Info

  • Year 2019
  • Volume 50
  • Issue # 21
Drinking, on its own, just isn’t enough. Consumers want more from their drinking occasions, as Nielsen analysts have told the biz for yrs. This pushes consumption away from traditional outlets (and licensees) into an ever-growing set of new spots to tip one back. Satisfying that search for “more” can mean something simple like offering food or short-term specials like trivia or live performances. But increasingly, attracting digital-savvy consumers requires harder work, bigger investment to create experiences worth the price of admission and a raving Instagram post to boot. Number of traditional on- and off-premise outlets that sell beer dipped 0.2% in 2018 to about 634,000, according to Nielsen TDLinx data. That’s after years of solid growth. Between 2010 and 2018, total alcohol-selling outlets grew by 20%, almost 110,000, NBWA economist Lester Jones noted recently, also citing TDLinx. But that doesn’t include lodging, recreation and casinos, Nielsen points out, and only captures about 72% of total on-premise outlets, it estimates. Add in fast expansion of what Nielsen terms “third channel” outlets like festivals, sporting events and alc bev producer tasting rooms. During same 2010-2018 period, number of TTB-permitted alc bev suppliers jumped by almost 150% to almost 27,500, Lester showed. Given…

Publishing Info

  • Year 2019
  • Volume 50
  • Issue # 16
Table below for Q2/6-mo shipments shows stark trend differences among top 6 players in US malt bevs. Big story all year: outsized gains of Mike’s (#7) and Boston, plus continued solid Constellation performance, tho Constellation trend slowed in 2019 so far. Diageo Beer Co up too. Meanwhile, AB and MC volume eroded at same pace or worse than recent yrs. FIFCO down modestly, HUSA and Yuengling down mid-singles, Pabst down double-digits. Up first, the winners. Following flat Q1, Constellation boosted calendar Q2 shipments to up near 6%, but that’s well below its trend vs last few yrs. For 12 mos, Constellation still up very healthy 1.6 mil bbls, 8%. Meanwhile, both Boston and Mike’s outgained Constellation Jan-Jun. Boston shipments up just shy of 200K bbls in Q2, 16.7%. By over-shipping Truly seltzer to avoid out of stocks and maintaining Twisted Tea growth, Boston up 460K bbls, 23% for 6 mos and up near 20% for 12 mos. Depletions up more “modest” +15% for 6 mos. Mike’s afire; tracking at 60%+. So, Mike’s up approx 700K bbls in 1st half, by far biggest gainer of all. Blew past Yuengling as #7 supplier in US Jan-Jun. Diageo Beer Co USA up mid-singles…

Publishing Info

  • Year 2019
  • Volume 50
  • Issue # 14
Constellation sales still strong but somewhat less stellar than before. Shipments up 6.5% for 6 mos thru May (5% in latest qtr). And it expects next qtr (Jun-Aug) “net sales... growth to be in the mid-single digit range,” cfo David Klein said on conference call. That means shipments could be up slightly less, in 3-5% range. And that will be 9-mo period of 5-6% growth. Recall, Constellation grew shipments 10% last yr, 9% the yr before that. Lotsa factors at play: lapping big brand intros, seltzer’s big spike, bad weather especially in CA, law of large #s, modest 2019 innovations. Constellation hasn’t changed guidance for fiscal yr (ending Feb 2020): high single digit sales growth. That’s $$. Yet STZ volume growth now more like mid-singles than high singles in 2019. A very different picture. But Wall Street largely pleased with latest qtr anyway, in part because Constellation beer earnings still up double digits. Oper income up 12%. Constellation’s growth mostly driven by Modelo Especial these days. Modelo depletions accelerated to +17% Mar-May, ceo Bill Newlands said on conference call, while Corona family “roughly flattish.” Constellation had 7 of top 10 imports and about 65 share of segment YTD thru Jun…

Publishing Info

  • Year 2019
  • Volume 50
  • Issue # 13
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 2020 Beer Insights Spring Conference


The 2020 Beer Insights Spring Conference will be held in Chicago, on Wednesday evening, May 27th to Thursday, May 28th at The Ritz-Carlton.