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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.

Join thousands of beer industry executives, ad agency representatives, government regulators, bankers, analysts, attorneys, and others who need to know as much as possible about the beer industry. These execs benefit from INSIGHTS' authoritative reporting and analysis. Put that advantage to work for you. A one year-subscription is priced at $750 dollars (add $25 outside of US). As with all our newsletters, we offer a money-back guarantee: if Beer Marketer's INSIGHTS fails to meet your expectations, we will gladly refund the unused portion of your subscription.

With oral hearing on tap for Jan 16, US Sup Ct will review legitimacy of state alc bev regs for first time since 2005 Granholm case. Balance between states’ rights to regulate alcohol under 21st Amendment and fed interest in level economic playing fields across states once again before the court. Decision could have broad impact on state laws far beyond Tennessee’s 2-yr residency requirement for liquor retailers. Then again, Justices could fashion a narrow decision with modest impact. Here’s a primer. Players & History: TN liquor store assn (TWSRA) and Tenn ABC defend TN’s 2-yr residency requirement for retail liquor licenses vs mega-retailer Total Wine. TN law claims it’s in TN’s interest “to maintain a higher degree of oversight, control and accountability” for retailers of higher-alc bevs. When Total sought liquor license in 2016, state sought judgment whether 21st Amendment allowed TN to enforce residency requirement. US Dist Ct tossed law; TN Retailers Assn appealed. US Appeals Ct for 6th Circuit affirmed lower ct. Tenn Retailers appealed to US Sup Ct. Decision expected in spring. US Dist Ct determined residency requirement not an “inherent aspect” of TN’s 3-tier system saved by 21st Amendment. US Appeals Ct agreed, interpreting Granholm…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 23
Boston Beer pulled off remarkable turnaround in 2018. Down 6% in each of 2016-2017, Boston shipments +16% thru Sep. And it expects to be up high singles digits to low doubles again next yr. If it hits target, will almost certainly pass Pabst as #5 US beer supplier by volume in 2019. For 9 mos 2018, Boston shipments just 217K bbls behind Pabst. Boston up 459K bbls, 16%, while Pabst down estimated 335K bbls, 8.6%. An almost 800K-bbl swing in 9 mos. But Boston’s rapid growth came at a considerable cost, founder Jim Koch emphasized at Beer Insights Seminar. Growth this yr will get it back to previous peak: 2015 volume of 4.256 mil bbls, Jim noted. But it expects to 1/3 less profit. Boston Beer oper income hit $156 mil in 2015, likely to be around $110 mil in 2018. Boston a public co, but Jim controls voting stock, so “that gives us the ability to...invest for the future and be willing to tank earnings in a way that no public company could do,” Jim said. Boston $$ sales hit $811 mil, +19%, in IRI multioutlet + convenience thru Nov 4. Beer just a qtr of that. FMBs at…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 22
AB’s ceo Michel Doukeris, MC’s chief comms officer/Tenth and Blake prexy Pete Marino and Constellation Brands Beer Div prexy Paul Hetterich each spoke separately at Beer Insights Seminar. Yet each covered some of same key issues. Category Health, High End, Mainstream: Different Positions Long-term beer biz softness “opens up an urgency and responsibility to act,” Michel said. Both innovation and premiumization can improve industry health, as they have in UK and France, where biz has gone from decline to growth, Michel pointed out. “We need to bring a little magic back to beer,” Pete said, and every brewer needs to “up their game.” MC’s “bias is to first make sure that our own brands are healthy.” Beer does not even have “image problem,” in Paul’s view. It’s all about “leaning into” high end, only place Constellation plays. High end growing volume 3-4% per yr, $$ about 9% and provides all industry growth these days. Now that high end over 50 share of $$, easier for industry volume to grow in toto, tho that’s likely to take 4-5 yrs, as it has in other CPG categories, said Paul. No wonder AB feels more “urgency” to address category health. And no wonder…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 21
Lines between beer and non-alc bevs are blurring rapidly. Bev entrepreneurs who already scored big in NA space are entering malt bevs. New entries capitalize on non-alc trends, especially health & wellness. Innovation becomes more and more critical to beer, as well as related malt bevs, kombuchas, hard seltzers, etc. And everybody, it seems, is going after Michelob Ultra. One of more intriguing prospects: Crook and Marker. Founder Ben Weiss previously built Bai brand, then sold to Dr Pepper Snapple Group for $1.7 bil. With Crook and Marker, he turns his sights on fast-growing hard seltzer space in alc bevs. Brand launched in FL and CA first. Crook and Marker has many contemporary cues: zero sugar, gluten-free, lower ABV and calories (4.2 and 80 respectively), ancient grains, no artificial sweeteners, etc. One usually skeptical distrib source called it “can’t miss.” Time will tell. Flying Embers launched alcoholic kombucha on West Coast and following that up with probiotic beer and Light & Live low-carb beer. Founder Bill Moses previously built up probiotic, kombucha and drinking vinegar brand called Kevita. He sold that to Pepsi. These 2 bev entrepreneurs come in well-capitalized, having won already, likely looking to score again. Will other…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 20
The world of alc bevs is changing at warp speed as powerful trends like health and wellness, desire for flavor and variety, less beer consumption by entry level consumers increasingly shape future. As beer and alc bev cos try to get ahead of curve on these trends, they are betting on the come. In fact, 3 brands in low and no-alc segments that are a little more than 1% of biz, seltzers and non-alcs, will get almost $100 mil in mktg support next yr. Those are big bets. Heineken 0.0 will reportedly get somewhere around $50 mil in mktg investment in its intro yr, INSIGHTS hears. It is easily HUSA’s biggest new product launch since Heineken Light. And yet, volume expectations are modest; HUSA pointed to goal of 2.5 mil cases by 2023. Compare to Heineken Light, which sold 8 mil cases in 2006 intro yr and peaked in ’07 at near 10 mil cases, with similar sized investment. Also compare to White Claw, Mike’s explosively growing brand that is by far #1 hard seltzer and will sell 11 mil cases or so in 2018. White Claw will get $25 mil in mktg support in 2019, Mike’s told distribs. That’s…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 19
Modelo Especial $$ sales up 19.3%, $193.5 mil yr-to-date thru Sep 9 in IRI multioutlet + convenience to pass Michelob Ultra and retake slot as #1 growth brand in beer biz. Ultra up a still stellar $190 mil, 16.7% but its growth slowed slightly in most recent periods. Yet Ultra at $1.326 bil in sales YTD in IRI MULC. That’ just ahead of Bud at $1.325.5 bil. Top 2 growth brands gained 1.4 share of $$ YTD. Every other top 10 growth brand is either new or expanded. Constellation has 3 of top 4 growth brands as Premier, up $102 mil, and Familiar, up $85 mil, are #3 and #4. Those 2 brands gained 0.76 share of $$ YTD. Of growth brands #5-10, 3 are hard seltzers, 2 are new AB brands, 1 is a cider. Boston Beer has 3 of those brands. MillerCoors does not have any top-10 growth brands. All top-10 growth brands are above premium. White Claw Variety is #5 growth brand; $$ sales up $57.8 mil and it gained 0.23 share of $$ to 0.28. But in supers for last 12 weeks, it got 0.92 share of $$. Bud Light Orange also grabbed an incremental $54…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 17
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