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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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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
Not usual for distrib consolidation to pick up steam during summer mos, nor for so many deals in such concentrated geography. Combo of 2 trends suggests something new going on. Three deals announced/completed in OH, MO, IA between Aug 14-31. That followed 2 deals which closed in MO and IL in Jul. Another MO deal in Jun. In each case, the big got bigger. That’s almost always most common thread. Succession issues certainly played big role, but gotta note it’s getting harder for many smaller distribs, especially in areas where they are heavily dependent on their (declining) principal supplier. Of the 6 deals, 3 AB deals, 2 MC and 1 Constellation/Pabst. And 3 MO deals in 3 mos. Most recent deal: Ohio Eagle of Monroe will buy 1.5-mil-case Clermont in Batavia. Ohio Eagle will be 4.5 mil cases in 2 operations. Deal expected to close early Oct. Owner John Saputo also owns Gold Coast Eagle in Sarasota, FL, about 5.9 mil cases (including NAs). So with this deal, John will be 10+ mil cases in 2 top 5 states for AB. Very similar in size: AB’s largest distrib in MO, Grey Eagle, just bought Soaring Eagle, about 600K cases. Grey…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 16
Both shipment and scan data show import segment up in 5% range Jan-Jun. But trends within segment extremely uneven. Mexican brews increasingly dominate the category. Indeed, Mexican beers grabbed fully 70 share of total import shipments, and over 12 share of US volume on their own. What’s more, Mexican volume +13.5 mil cases Jan-Jun, while total imports up just 11.8 mil cases. Trends from other key source countries all over the map. Dutch shipments very soft, -3 mil cases, 9%. But Belgian/German shipments combined (to adjust for shifting Stella Artois shipping patterns in different time frames) up solid 1.7 mil cases, 9.5%. Meanwhile, Canadian and Irish shipments basically even. UK shipments tanked, -1.1 mil cases, -57%. Italy and Jamaica showing strong growth on modest bases. Those 9 countries supply almost 98% of all beer imported to US. Among top import brands, IRI MULC scans show same variation. As in mainstream beer, top brands strugglin’; innovation, plus 1 established brand, drive import growth. Indeed, 4 of top 5 import brands flat or down yr-to-date thru Jul 15 in scans. Corona Extra dipped 170K cases, 0.6%. Modelo Especial gained 3.9 mil cases, 16%. Heineken down near 2% and Dos Equis Lager off…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 15
Traditional beer mktg under continued pressure and what comes next up in air as evinced by departure of MC CMO David Kroll and Boston Beer CMO Jonathan Potter in just 2 weeks in July, for very different reasons. David faced mounting issues as MC trends deteriorated, especially Coors Light (see above). But Jonathan will leave Jul 31, even as Boston Beer trends accelerated and stock hit new highs. So what gives? Unclear at presstime, tho Boston Beer founder Jim Koch has often had uneasy relationship with mktg (mktg = masturbation, selling = sex, he used to say). Jim didn’t hire his first mktg person until 1994, 10 yrs after he started Boston. Or maybe Jon didn’t click with new ceo Dave Burwick? But given trends (except on its beers), Jon’s departure after just 2 yrs comes as a surprise. Two other CMOs changed at top 6 beer suppliers in just last 10 mos. Recall, in Feb, HUSA’s then-cmo Nuno Teles left to become Diageo Beer CO USA prexy, where he’s presided over some pretty good trends. Much better than at HUSA, in fact. HUSA still airing mktg developed by Nuno’s team. Go figure. New HUSA cmo Jonnie Cahill came from…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 13
When Heineken announced Maggie Timoney will replace Ronald den Elzen as ceo of Heineken USA starting Sep 1, much made of fact that she is first ever female ceo of top 5 US supplier. “Heineken shatters US beer industry’s glass ceiling,” Ad Age headlined. While that’s indeed notable in such a male-dominated industry, at least as significant are the many challenges Maggie will face to turn Heineken USA around. Maggie gets raves from lotsa folks who knew/know her well. But folks question whether HUSA, with just a 4 share and no brands of size growing, can get back to growth no matter how skilled the leader. For past 5 yrs, Maggie ran Ireland for Heineken. That biz no small potatoes, but reportedly less than half of HUSA. Actually, only 4% of Heineken’s global volume in US (a little higher on profits). In Ireland, Maggie “over-delivered on volume, revenue, profit and market targets,” co said. Maggie born in Ireland, but a US citizen. She spent much of her career here, including as SVP of Human Resources at HUSA. HUSA volume under increased pressure in last 12 mos. Following 3% loss last yr (worst trend since 2011), it dropped high single digits…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 11
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 2019 Beer Insights Spring Conference

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The 2019 Beer Insights Spring Conference will be held in Chicago, on Wednesday, May 15th to Thursday, May 16th
at the Ritz-Carlton Hotel.