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Hitting New Highs in the High-EndMid-Year 2014 Beer Category and Craft Beer Review
Dan Wandel
Principal, Beverage Alcohol Client Insights
August 2014
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 2
Beer Category YTD 2014 Off-Premise Summary
• Beer Dollar Sales trends are outpacing both Wine and Spirits in Total US MULO for
the first time in over four years.
• Beer Volume Sales in the Convenience channel are in the black this year
• The High-End Beer Segments (Craft, Super Premium, Imports, PAB’s & Cider)
continue to fuel the Beer Category’s overall sales growth
• 20 of the Top 25 Beer Vendors are generating positive Dollar Sales Growth in
Supermarkets vs Year Ago including the Top 5
• Beer Category is following up two consecutive years of exceptional sales
contributions from new products with another strong performance in 2014
• Craft’s Dollar Sales in Supermarkets have increased at an impressive +20.5%
compared to year ago
• Craft’s share of Total Beer Dollar Sales has increased by more than 2 share points
in 7 of IRI’s Top 10 Food States as ranked by Craft Dollar Sales
• 2014 is proving to be one of the best ever for new Craft product sales
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“IRI and Guest Metrics Form Exclusive Alliance to Offer First Integration of On-Premise and Off-Premise POS Data”
April 15, 2014
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 4
Spirits sales continue to outperform Beer and Wine in the On-Premise Channel
2.0%
1.3%
0.2%
-0.4%
-1.4%
-2.0%
-1.5%
-1.0%
-0.5%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
Food Spirits Wine Beer Non-AlcoholicBeverages
Y/Y $ Sales Growth (%) by Food & Beverage Category2014 thru 7/13/14 versus year ago
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 5
Spirits continues to increase its share of Total Beverage Alcohol Dollar Sales at the expense of Beer primarily
0.35
-0.06
-0.29
-1.00
-0.80
-0.60
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
Spirits Wine Beer
Y/Y Change in Alcoholic Beverage Sales Mix2014 thru 7/13/14 versus year ago
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Although Beer continues to lose share, Craft continues to aggressively increase its share of TBA Dollar Sales and is nearly 2x the gains achieved by Spirits YTD
0.63
0.34
-0.06
-0.92-1.00
-0.80
-0.60
-0.40
-0.20
0.00
0.20
0.40
0.60
0.80
Beer -- Craft Spirits Wine Beer -- Other
Year-over-Year Change in Alcohol Sales Mix (points)2014 thru 7/13/14 versus year ago
Guest Metrics data reflects new definition of Total BA Craft which includes Yuengling
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 7
Craft Beer makes up nearly 10% of Total Beverage Alcohol $ Sales and ~29% of Total Beer $ Sales
9.8%
23.4%
42.9%
23.9%
Category Mix (by Retail $ Sales) -- Alcoholic Beverages2014 thru 7/13/14
Beer -- Craft
Beer -- Other
Spirits/Cocktails
Wine
Guest Metrics data reflects new definition of Total BA Craft which includes Yuengling
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Craft and Premium Light are the two largest Beer Segments in On-Premise volume-wise
8
26.9% 26.5%
18.6%
13.3%
9.3%
3.7%
1.7%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Craft PremiumLight
Import Value/FMB/other
PremiumPlus
PremiumRegular
Cider
Share of Beer Category by Segment (% of total units sold)2014 thru 7/13/14
Guest Metrics data reflects new definition of Total BA Craft which includes Yuengling
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Beer volume trends have been particularly challenging in the core Bars/Clubs & Casual Dining channels
-3.8%
2.8%
-2.2%
-3.9%-4.5%
-6.0%
-5.0%
-4.0%
-3.0%
-2.0%
-1.0%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
Total Lodging Fine Dining Bar/Club Casual Dining
Beer -- y/y unit growth (%) by restaurant segment2014 thru 7/13/14 versus year ago
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 10
2.1
0.5
-0.1 -0.2 -0.2 -0.2
-2.0
-2.5
-2.0
-1.5
-1.0
-0.5
0.0
0.5
1.0
1.5
2.0
2.5
Craft Cider Premium Plus Import Value/FMB/other
PremiumRegular
PremiumLight
Y/Y Change in Beer Volume Share -- by Segment2014 thru 7/13/14 versus year ago
Craft and Cider share gains have come primarily at the expense of Premium Lights
Guest Metrics data reflects new definition of Total BA Craft which includes Yuengling
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 11
The top gaining Beer brands in 2014 YTD have been a mix of primarily Craft, Cider, and Imports
The share gains by Angry Orchard equaled the gains of the next 2 best
performing brands combined!
Guest Metrics data reflects new definition of Total BA Craft which includes Yuengling
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 12
18.6
%
12.6
%
11.2
%
7.3%
6.3%
5.7%
4.4%
3.8%
3.8%
2.9%
2.8%
2.7%
2.7%
2.0%
2.0%
1.9%
1.8%
1.7%
1.3%
1.2%
1.1%
0.9%
0.5%
0.4%
0.3%
0.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
IND
IA P
ALE
(ALE
)
PALE
(LA
GER
)
PALE
/ B
ITTE
R (A
LE)
BEL
GIA
N D
AR
K ST
RO
NG
(ALE
)
WH
EAT
(ALE
)
AM
BER
(LA
GER
)
OTH
ER /
UN
KNO
WN
SEA
SON
ALS
BO
CK (L
AG
ER)
GO
LDEN
/ K
OLS
CH (A
LE)
BEL
GIA
N W
IT (A
LE)
STO
UT
(ALE
)
IMPE
RIA
L IN
DIA
PA
LE (A
LE)
BR
OW
N (A
LE)
PILS
NER
(LA
GER
)
POR
TER
(ALE
)
FRU
IT /
PU
MPK
IN /
FLA
VO
RED
BEL
GIA
N O
THER
(ALE
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SCO
TTIS
H (A
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ALT
/ D
AR
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AG
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STR
ON
G /
BA
RLE
YWIN
E (A
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SAIS
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(ALE
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AM
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/ R
ED (A
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BEL
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N G
OLD
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TRO
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(ALE
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MA
RZE
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OB
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AG
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DO
PPEL
BO
CK (L
AG
ER)
Volume Mix by Beer Style within Craft2014 thru 7/13/14
IPA’s and Pale Ales continue to be two of the most popular Craft Styles, combining for 30% of Craft Beer sales in On-Premise
12
Guest Metrics data reflects new definition of Total BA Craft which includes Yuengling
13
2014 Mid-Year Off-Premise Beer Category Review
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 14
• Price is becoming less of defining factor for Premium products with consumers
• Millennials and Baby Boomers employ different shopping strategies as it relates to
premium brand attributes. Millennials are more drawn to convenience and
attractive packaging, while Boomers are more likely to seek out quality ingredients
and brand names.
• Consumer confidence appears to be rebounding after experiencing a jump in Q1 and
maintaining that in Q2. Millennials in particular are beginning to feel more
comfortable after suffering longer than most.
• As consumers continue to develop a more positive outlook on the economy, it is
likely to lead to both increased shopping trips and spending on premium brands.
IRI MarketPulse Survey Highlights
Source: IRI MarketPulse Survey Q2, 2014
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Premium Products Primed to Perform
IMPORTANT FACTORS IN PREMIUM BRANDSBY HOUSEHOLD INCOME
25%
26%
64%
89%
31%
30%
60%
85%
23%
23%
70%
93%
15%
26%
64%
89%
Higher in Price
Attractive Packaging
Makes Life More Convenient
Quality Ingredients
Greater than $100K
$55K -$99,999K
$35K -$54,999K
Under $35K
Total Population
15% of consumers surveyed said they plan to increase their usage of premium products in the next 12 months
Source: IRI MarketPulse Survey Q2, 2014
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30%
20%
30% 31%
44%
15% 16% 16% 17%11%
Total Population Under $35K $35K -$54,999K $55K -$99,999K Greater than $100K
Currently purchase premium
brands
Plan to increase purchases of
premium brands
CURRENT PURCHASE HABITS AND FUTURE INTENTBY HOUSEHOLD INCOME
Source: IRI MarketPulse Survey Q2, 2014
Although wealthier households purchase more premium products today, increased premium purchase behavior is more prevalent across lesser-earning households.
Premium Products Primed to Perform
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Beverage Alcohol Category Four-Year Sales TrendsTotal U.S. Multi-Outlet (MULO)
Beer dollar sales trends are outpacing both Wine and Spirits for the first time in over four years.
IRI Data : YTD 2014 Ending 07.13.14
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Top 15 Bev Alc Growth Segments – Dollar Sales Change YATotal U.S. MULO
$144,561,255
$78,703,084
$72,885,181
$71,989,760
$68,641,129
$67,038,269
$50,703,529
$25,073,925
$23,497,696
$22,975,528
$22,687,912
$21,018,817
$16,935,429
$6,379,376
$5,560,586
CRAFT - BEER
DOM SUPER PREMIUM - BEER
IMPORT - BEER
($11.00-$14.99) TABLE WINE
($8.00-$10.99) TABLE WINE
WHISKEY
CIDER - BEER
DOM PREMIUM - BEER
($20.00+) TABLE WINE
($3.50-$4.99) BOX TABLE WINE
PAB's - BEER
VODKA
($15.00-$19.99) TABLE WINE
COGNAC
(<=$3.49) BOX TABLE WINE
Change vs YA Dollar Sales % Chg YA
Dollar Sales
20.6% $846,225,094
10.8% $810,514,540
5.4% $1,418,848,885
13.6% $600,062,299
6.5% $1,130,483,061
9.7% $761,236,326
68.9% $124,245,691
0.9% $2,860,032,752
15.9% $170,927,711
19.8% $138,994,390
6.9% $353,670,051
2.8% $761,998,458
7.8% $233,041,897
15.6% $47,335,939
2.3% $248,146,281
Once again, Craft is the top growing Bev Alc segment based on Actual Dollar Sales Change vs Year Ago
IRI Data : YTD 2014 Ending 07.13.14IRI definition of Craft includes Craft like brands from CBA, NAB, Goose Island, Blue Point, etc., but excludes Shock Top, Blue Moon, Yuengling
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 19
Beer Category & Segment Trends and ShareTotal U.S. MULO and MULO + Convenience
Total US - Multi Outlet Total US - Multi Outlet + Conv
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 5.6% 100.00 2.7% 100.00 4.4% 100.00 1.8% 100.00
DOMESTIC PREMIUM 0.9% 38.11 0.0% 44.07 0.4% 44.34 -0.3% 47.78
DOMESTIC SUB-PREMIUM 0.2% 12.93 -1.2% 19.25 -1.6% 16.02 -2.4% 22.71
DOMESTIC SUPER PREMIUM 10.8% 10.80 8.6% 8.90 12.1% 9.14 9.2% 7.23
TOTAL BA CRAFT 23.2% 9.8 19.9% 6.1 25.1% 6.1 21.7% 3.7
CRAFT (IRI DEFINITION) 20.6% 11.28 17.1% 7.11 23.3% 6.97 19.7% 4.33
IMPORT 5.4% 18.91 3.9% 14.90 8.6% 15.31 6.5% 11.59
PROGRESSIVE ADULT BEVERAGES 6.9% 4.71 4.6% 3.03 4.9% 5.10 3.6% 3.31
CIDER 69.0% 1.66 70.9% 1.04 88.4% 1.04 89.3% 0.65
DOMESTIC MALT LIQUOR 3.2% 0.71 2.2% 0.92 2.6% 1.63 0.5% 2.01
NON- ALCOHOLIC 0.7% 0.67 -2.6% 0.65 1.4% 0.33 -2.0% 0.33
Craft has the highest share gain of Total Beer Dollar Sales in the IRI Multi-Outlet channels. Craft gained +1.1 share in MULC and +1.4 share in MULO.
IRI Data : YTD 2014 Ending 07.13.14IRI’s definition of Total BA Craft excludes Yuengling
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Beverage Alcohol Sales Trends by Individual Channel
Total US - Food Total US - Drug Total US - ConvSum of Total Liquor Stores-RMA - Liquor
Dollar Sales % Chg. YA
Volume Sales % Chg YA
Dollar Sales % Chg. YA
Volume Sales % Chg YA
Dollar Sales %Chg YA
Volume Sales % Chg YA
Dollar Sales %Chg YA
Volume Sales % Chg YA
CATEGORY – BEER 4.9% 1.9% 5.2% 1.7% 3.4% 1.0% 12.2% 8.1%
DOMESTIC SUPER PREMIUM 8.5% 6.7% 10.8% 7.5% 13.6% 10.1% 10.1% 4.8%
DOMESTIC PREMIUM -0.3% -1.2% 2.0% 0.1% 0.2% -0.5% 5.7% 4.7%
DOMESTIC SUB-PREMIUM -1.4% -2.7% 0.2% -1.2% -2.6% -3.2% -0.1% -2.3%
IMPORT 3.5% 2.3% 6.2% 2.8% 13.1% 10.5% 9.6% 8.2%
TOTAL BA CRAFT 23.2% 20.0% 27.6% 22.6% 30.4% 27.3% 29.5% 29.2%
CRAFT (IRI DEFINITION) 20.5% 17.1% 24.4% 19.6% 31.6% 28.6% 27.9% 27.7%
CIDER 62.1% 63.8% 252.7% 244.6% 172.2% 170.3% 42.9% 39.9%
PAB's 4.5% 2.4% 21.5% 18.1% 3.5% 2.9% 8.3% -2.5%
DOMESTIC MALT LIQUOR 1.7% 0.9% 1.4% 0.5% 2.5% 0.0% -4.1% -6.5%
NON-ALCOHOLIC 0.6% -2.5% -8.8% -11.7% 8.7% 5.3% 13.3% 11.0%
STILL WINE 3.4% 0.9% 7.6% 2.8% 13.0% 10.5% 4.7% 1.0%
SPIRITS 1.3% -1.2% 6.1% 4.2% 16.2% 21.5% 12.7% 10.2%
CATEGORY - COOLERS 0.8% 1.6% 10.2% 8.0% 17.8% 19.1% 9.9% 7.3%
Beer Category Dollar and Volume Sales trends have increased compared to year ago across the key IRI Off-Premise channels
IRI Data : YTD 2014 Ending 07.13.14 IRI’s definition of Total BA Craft excludes Yuengling
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Segment Dollar Share of Beer Category 2009–2014 YTDTotal U.S. Supermarkets
High-End Beer Segments now account for more than half of Total Beer Category Dollar Sales in Supermarkets at 50.6. This is +2.0 share points from YE 2013.
IRI Data : YTD 2014 Ending 07.13.14
8.26 9.43 10.81 11.93 13.46 14.330.37 0.45 0.56 0.91 1.55 1.99
42.29 41.75 40.54 38.69 37.03 35.67
15.51 15.04 14.38 13.37 12.31 11.77
8.46 8.38 8.75 10.15 10.46 10.73
19.84 19.55 19.59 19.30 19.01 19.13
3.21 3.36 3.31 3.58 4.15 4.38
2.01 1.96 1.90 1.82 1.70 1.67
2009 2010 2011 2012 2013 YTD 2014
NA's and MALT
PAB's
IMPORT
DOM SUPER PREMIUM
DOM SUB-PREMIUM
DOM PREMIUM
CIDER
CRAFT
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Beer Category & Segments – Wks, Any Merch SupportTotal U.S. - Supermarkets
Beer Category Merchandising Support has increased this year in Supermarkets with Cider, PAB’s and Craft experiencing the largest increases over year ago.
IRI Data : YTD 2014 Ending 07.13.14
22.8
21.7
20.7
20.4
19.4
18.5
18.5
14.6
3.7
2.9
22.6
21.4
20.5
20.0
18.8
18.2
17.9
11.2
4.2
2.5
BEER
DOMESTIC PREMIUM
IMPORT
DOM SUP PREMIUM
CRAFT
DOM SUB-PREMIUM
PABs
CIDER
NON-ALCOHOLIC
DOMESTIC MALT LIQUOR
Current
Year Ago
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2014 Key Beer Holiday Sales RecapTotal U.S. - Supermarkets
Craft was the clear winner in terms of both Dollar and Case Sales increases compared to year ago for both the Memorial Day and 4th of July Holidays
*2 wks ending 06.01.2014 **2 wks ending 07.06.2014
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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)
D G YUENGLING & SON INC (8)
MARK ANTHONY BRANDS INC (9)
SIERRA NEVADA BREWING CO (10)
NEW BELGIUM BREWING COMPANY (11)
NORTH AMERICAN BREWERIES (12)
CRAFT BREW ALLIANCE INC (13)
THE GAMBRINUS COMPANY (14)
THE LAGUNITAS BREWING COMPANY (15)
Top 15 Beer Vendors – Based on Dollar SalesTotal U.S. - Supermarkets
Dollar Sales Dollar Share of Category
Current % Chg vs YA Current Chg vs YA
$1,884,605,625 1.1% 37.19 -1.39
$1,235,831,102 2.1% 24.38 -0.66
$398,908,997 8.9% 7.87 0.29
$295,790,714 2.9% 5.84 -0.11
$167,596,952 31.5% 3.31 0.67
$102,321,054 -4.2% 2.02 -0.19
$87,266,938 -1.1% 1.72 -0.10
$72,174,665 6.3% 1.42 0.02
$71,305,800 1.6% 1.41 -0.05
$65,535,004 9.6% 1.29 0.06
$61,191,337 41.2% 1.21 0.31
$57,316,481 -6.4% 1.13 -0.14
$50,830,343 6.4% 1.00 0.01
$34,374,842 6.9% 0.68 0.01
$28,700,335 63.2% 0.57 0.20
IRI Data : YTD 2014 Ending 07.13.14
Six Vendors (ABI, MillerCoors, Constellation Beer, Boston Beer, New Belgium and Lagunitas) achieved Actual Dollar Sales Growth > $10MM vs Year Ago
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BUD LIGHT (1)
COORS LIGHT (2)
MILLER LITE (3)
BUDWEISER (4)
CORONA EXTRA (5)
MICHELOB ULTRA LIGHT (6)
HEINEKEN (7)
NATURAL LIGHT (8)
BUSCH LIGHT (9)
MODELO ESPECIAL (10)
MILLER HIGH LIFE (11)
CORONA LIGHT (12)
BUSCH (13)
STELLA ARTOIS LAGER (14)
BLUE MOON BELGIAN WHITE ALE (15)
Top 15 Beer Brands Based on Dollar SalesTotal U.S. – Supermarkets
Modelo Especial is the #10 Beer Brand ranked by Dollar Sales in Supermarkets, having passed Miller High Life. Corona Light also moved up one spot to #12
Dollar Sales Dollar Share of Category
Current % Chg vs YA Current Chg vs YA
$644,775,028 1.5% 12.72 -0.43
$346,363,249 -0.9% 6.83 -0.40
$292,201,975 1.6% 5.77 -0.19
$242,066,838 -1.1% 4.78 -0.29
$205,753,617 4.9% 4.06 0.00
$138,078,111 11.1% 2.72 0.15
$114,487,113 0.0% 2.26 -0.11
$109,639,019 -2.0% 2.16 -0.15
$101,999,225 5.7% 2.01 0.02
$84,392,467 25.1% 1.67 0.27
$70,279,669 -4.0% 1.39 -0.13
$68,398,948 3.5% 1.35 -0.02
$64,751,125 1.1% 1.28 -0.05
$60,319,139 9.4% 1.19 0.05
$54,446,247 2.7% 1.07 -0.02
IRI Data : YTD 2014 Ending 07.13.14
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Historical Light Beer Share of Total Beer SalesTotal U.S. MULO + Convenience
YTD 2014 Total Light Beer* Share of Beer Category Sales by Channel:
Total US Food – Light Beer Case Share = 47.8, Chg vs YA (1.5); $ Share = 40.4, Chg vs YA (1.9)
Total US Conv – Light Beer Case Share = 56.6, Chg vs YA (1.3); $ Share = 53.3, Chg vs YA (1.8)Total US Drug – Light Beer Case Share = 52.3, Chg vs YA (0.7); $ Share = 47.5, Chg vs YA (1.3)
*Total Light Beers (Excl PAB Light Brands)IRI Data : YTD 2014 Ending 07.13.14
42.00
44.00
46.00
48.00
50.00
52.00
54.00
56.00
58.00
60.00
01-3
0-1
1
02-2
7-1
1
03-2
7-1
1
04-2
4-1
1
05-2
2-1
1
06-1
9-1
1
07-1
7-1
1
08-1
4-1
1
09-1
1-1
1
10-0
9-1
1
11-0
6-1
1
12-0
4-1
1
01-0
1-1
2
01-2
9-1
2
02-2
6-1
2
03-2
5-1
2
04-2
2-1
2
05-2
0-1
2
06-1
7-1
2
07-1
5-1
2
08-1
2-1
2
09-0
9-1
2
10-0
7-1
2
11-0
4-1
2
12-0
2-1
2
12-3
0-1
2
01-2
7-1
3
02-2
4-1
3
03-2
4-1
3
04-2
1-1
3
05-1
9-1
3
06-1
6-1
3
07-1
4-1
3
08-1
1-1
3
09-0
8-1
3
10-0
6-1
3
11-0
3-1
3
12-0
1-1
3
12-2
9-1
3
Share within Total US Multi Outlet + Convenience
Dollar Share Case Share
Dollar Share of Category
Case Share of Category
52 wks ending Jan 2, 2011 54.41 57.91
52 wks ending Jan 1, 2012 53.15 56.91
52 wks ending Dec 30, 2012 52.87 56.88
52 wks ending Dec 29, 2013 50.40 55.10
2014 YTD ending July 13, 2014 48.92 53.95
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9 Beer Vendors with New Product Sales > $1MMTotal U.S. - Supermarkets
*American Vintage Beverage owned by Mark Anthony Brands
On pace to see as many as 11 Vendors achieve > $1MM in New Product Sales in 2014
IRI Data : YTD 2014 Ending 07.13.14
Total New Beer Product Case Sales = 3.9MM
Total New Beer Product Dollar Sales = $126.1MM
$47,418,883
$26,090,332
$10,960,163
$6,467,497
$5,045,640
$4,203,404
$3,545,086
$1,524,432
$1,116,575
ANHEUSER-BUSCH INBEV
MILLERCOORS BREWING
BOSTON BEER CO
MARK ANTHONY BRANDS INC
HEINEKEN USA INC
SIERRA NEVADA BREWING CO
NEW BELGIUM BREWING COMPANY
DESCHUTES BREWERY
AMERICAN VINTAGE BEVERAGE INC.
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 28
Top 15 New Beer BrandsTotal U.S. - Supermarkets
• ABI (6) and MillerCoors (4) combine for 10 of the Top 15 new beer brands• PAB’s have 4 of the top 15 new brands, while Craft and Cider each have 3 brands
IRI Data : YTD 2014 Ending 07.13.14
$16,389,054
$16,286,206
$12,066,259
$10,218,768
$6,172,241
$5,791,204
$4,376,540
$4,182,303
$3,720,124
$2,643,943
$2,317,877
$2,192,427
$2,165,854
$1,667,588
$1,483,906
BUD LIGHT LIME MANG O RITA (1)
BUD LIGHT LIME RAZ BER RITA (2)
MILLER FORTUN SPIRITD GOLDN LAGR (3)
SAMUEL ADAMS REBEL IPA (4)
COORS LIGHT SUMMER BREW (5)
BUD LIGHT LIME MIX A RITA (6)
REDDS VARIETY PACK (7)
SIERRA NEVADA VARIETY PACK (8)
SMITH AND FORGE HARD CIDER (9)
JOHNNY APPLESEED APPLE HARD CIDR (10)
NEW BELGIUM SNAPSHOT WHEAT (11)
DOS EQUIS XX DOS A RITA (12)
STRONGBOW GOLD APPLE HARD CIDER (13)
BUSCH SIGNATURE COPPER LAGER (14)
SHOCK TOP HONEY BOURBON CASK WHT (15)
Dollar Sales
Year
# of New Beer
Brands
Total New Beer Brand Case Sales
Top New Beer Brand (Based on $ Sales)
YTD 2014 416 3,499,903 Bud Light Lime Mango 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 Raspberry Wheat Ale
2010 357 1,843,293 Smirnoff Blueberry & 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
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 29
Top Gluten Sensitive Beer Brands by Dollar SalesTotal U.S. Multi-Outlet + Convenience
Gluten Sensitive Beer Dollar Sales are just over $8MM. This is +37.2% vs YA
1.4% 44.6 -15.8 104,664 -0.7% SUPER PREM
154.3% 29.0 13.4 62,722 149.9% CRAFT
112.2% 11.8 4.2 25,172 107.1% CRAFT
26.3% 4.5 -0.4 10,055 26.1% CRAFT
67.4% 3.3 0.6 5,538 68.7% IMPORT
-3.8% 1.6 -0.7 3,285 -4.9% CRAFT
154.6% 1.5 0.7 3,062 148.2% CRAFT
-23.0% 0.9 -0.7 1,371 -23.4% CRAFT
-18.7% 0.7 -0.5 1,112 -19.2% CRAFT
-28.0% 0.4 -0.4 684 -28.0% CRAFT
13.0% 0.5 -0.1 385 11.5% IMPORT
-12.4% 0.5 -0.3 364 -14.1% IMPORT
8.6% 0.4 -0.1 339 8.4% IMPORT
141.4% 0.1 0.1 221 161.7% CRAFT
461.0% 0.0 0.0 96 446.9% CRAFT
REDBRIDGE
OMISSION PALE ALE
OMISSION LAGER
LAKEFRONT NEW GRIST
ESTRELLA DAMM DAURA PREMIUM LAGR
BARDS TALE DRAGON GOLD
TWO BROTHERS PRAIRI PTH GOLDN ALE
NEW PLANET OFF GRID PALE ALE
NEW PLANET TREAD LIGHTLY ALE
NEW PLANET 3R RASPBERRY ALE
GREENS QUEST TRIPEL ALE
GREENS DISCOVERY AMBER ALE
GREENS ENDEAVOUR DUBBEL ALE
NEW PLANET BELGIAN ALE
OMISSION IPA
Dollar % Chg YA
Dollar Share
Dollar Share Chg
Case Sales
Case Sales $ Chg YA Segment
IRI Data : 26 Weeks Ending 07.06.14
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 30
Number of Beer Brands by Segment Total U.S. Multi-Outlet + Convenience
In 2014, Craft and Cider have already surpassed their number of brands that were selling in 2013 (based on brands selling > 1 case).
57 60 63 63116 113 102 92
748 801 801 765
2669
3109
3451 3493
125 130 134 122215 220
231 216
101 144 193 197
2011 2012 2013 YTD 2014
Premium Sub Premium Import Craft Super Premium PAB Cider
Total Brands 4,577
Total Brands 4,975
Total Brands 4,948
Total Brands 4,031
IRI Data : 26 Weeks Ending 07.06.14
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 31
Beer SKUs by Segment Total U.S. Multi-Outlet + Convenience
As of mid-year, Craft and Cider segments have also already surpassed their SKU numbers in 2013 (based on SKU’s selling > 1 case)
561 574 591 563548
529 505 481
1576 1648 1659 1568
3971
4577
5048 5065
378 398 429 415436 452
475 439
159 231 299 317
2011 2012 2013 YTD 2014
Premium Sub Prem Import Craft Sup Prem PAB Cider
Total SKUs 8,409
Total SKUs 9,006
Total SKUs 8,848
Total SKUs 7,629
IRI Data : 26 Weeks Ending 07.06.14
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 32
Beer SKU EfficiencyTotal U.S Multi-Outlet + Convenience
Total Dollars: $15,187,832,243 Total # of SKUs: 9,499
0
10
20
30
40
50
60
70
80
90
100
1
190
379
568
757
946
1135
1324
1513
1702
1891
2080
2269
2458
2647
2836
3025
3214
3403
3592
3781
3970
4159
4348
4537
4726
4915
5104
Do
llar S
hare o
f T
ota
l
Number of SKUs
80%
IRI Data : 26 Weeks Ending 07.06.14
Share # SKUs
20 13
40 45
60 114
80 312
100 5,741
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 33
Craft SKU EfficiencyTotal U.S. Multi Outlet + Convenience
0
10
20
30
40
50
60
70
80
90
100
1
190
379
568
757
946
1135
1324
1513
1702
1891
2080
2269
2458
2647
2836
3025
3214
3403
3592
3781
3970
4159
4348
4537
4726
4915
5104
Do
llar S
hare o
f T
ota
l
Number of SKUs
80%
Total Dollars: $1,055,036,209 Total # of SKUs: 5,279
Share # SKUs
20 10
40 41
60 132
80 418
100 4,162
IRI Data : 26 Weeks Ending 07.06.14
34
2014 Mid-Year Off-Premise Craft Beer Review
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 35
Beer Category & Craft Segment Historical Dollar Sales TrendsTotal U.S. - Supermarkets
Craft is on pace to achieve its 9th consecutive year of double-digit percent Dollar Sales growth in Supermarkets dating back to 2006
IRI Data : YTD 2014 Ending 07.13.14
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 36
Top 15 BA Craft Vendors Based on Dollar SalesTotal U.S. Supermarkets
Dollar Sales % Chg YA
Dollar Share of
Craft
Dollar Share
Chg YA
12.0% 14.0% -1.1%
9.6% 9.0% -0.9%
41.2% 8.4% 1.2%
6.9% 4.7% -0.6%
63.2% 4.0% 1.0%
13.1% 3.3% -0.2%
29.8% 2.2% 0.2%
34.5% 2.1% 0.2%
39.6% 1.6% 0.2%
24.0% 1.5% 0.0%
19.0% 1.3% 0.0%
14.1% 1.1% -0.1%
5.8% 1.1% -0.1%
19.7% 1.0% 0.0%
61.2% 1.0% 0.3%
IRI Data : YTD 2014 Ending 07.13.14
New Belgium Brewing and Lagunitas Brewing are the two top Dollar Share gainers within the Top 15 BA Craft Vendors to date
$101,837,754
$65,550,458
$61,191,945
$34,372,740
$28,703,353
$23,937,805
$15,673,782
$15,300,327
$11,391,371
$10,850,357
$9,795,481
$8,056,373
$7,711,416
$7,519,435
$7,212,330
BOSTON BEER CO (1)
SIERRA NEVADA BREWING CO (2)
NEW BELGIUM BREWING COMPANY (3)
THE GAMBRINUS COMPANY (4)
THE LAGUNITAS BREWING COMPANY (5)
DESCHUTES BREWERY (6)
BELLS BREWERY INC (7)
STONE BREWING CO. (8)
SWEETWATER BREWING COMPANY LLC (9)
DOGFISH HEAD CRAFT BREWERY (10)
DUVEL USA CRAFT (11)
GREAT LAKES BREWING CO. (12)
ABITA BREWING CO INC (13)
NINKASI BREWING COMPANY (14)
FIRESTONE WALKER BREWING COMPANY (15)
Dollar Sales
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 37
Top 15 New BA Craft Vendors Selling in IRI Tracked Supermarkets
621 Total Craft Vendors selling in Total U.S. Supermarkets YTD 2014 compared to 595 in 2013 and 484 in 2012.
IRI Data : YTD 2014 Ending 07.13.14
$84,449
$76,896
$71,128
$53,618
$45,144
$26,944
$26,211
$26,163
$24,433
$21,207
$19,073
$16,242
$14,952
$12,700
$12,502
PISGAH BREWING COMPANY
RHINEGEIST BREWERY
OLD BUST HEAD BREWING COMPANY
THE SPENCER BREWERY LLC
PRAIRIE ARTISAN ALES
GREAT RAFT BREWING
GREAT SOUTH BAY BREWERY
PIZZA PORT BREWING COMPANY
TRACK SEVEN BREWING CO
GRAPEVINE CRAFT BREWERY
WOLF HILLS BREWING CO
PETOSKEY BREWING
OCEANSIDE ALE WORKS
DESTIHL BREWERY
HOLY CITY BREWING COMPANY
Location
Black Mountain, NC
Cincinnati, OH
Warrenton, VA
Spencer, MA
Tulsa, OK
Shreveport, LA
Bay Shore, NY
Solana Beach, CA
Sacramento, CA
Farmers Branch, TX
Abingdon, VA
Petoskey, MI
Oceanside, CA
Normal, IL
North Charleston, SC
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 38
Top 15 BA Craft Brands Based on Dollar SalesTotal U.S. - Supermarkets
Samuel Adams Rebel IPA is already a Top 10 BA Craft Brand based on Dollar Sales YTD
IRI Data : YTD 2014 Ending 07.13.14
SIERRA NEVADA PALE ALE (1)
SAMUEL ADAMS SEASONAL (2)
SAMUEL ADAMS BOSTON LAGER (3)
NEW BELGIUM FAT TIRE AMBER ALE (4)
SIERRA NEVADA TORPEDO EXTRA IPA (5)
SAMUEL ADAMS VARIETY PACK (6)
SHINER BOCK (7)
LAGUNITAS INDIA PALE ALE (8)
SAMUEL ADAMS REBEL IPA (9)
NEW BELGIUM RANGER IPA (10)
SIERRA NEVADA SEASONAL (11)
NEW BELGIUM VARIETY PACK (12)
BELLS SEASONAL (13)
NEW BELGIUM SEASONAL (14)
STONE INDIA PALE ALE (15)
Dollar Sales Dollar Share of Craft
YTD % Chg YA YTD Chg YA
$32,949,134 3.5% 4.5% -0.7%
$32,688,041 23.4% 4.5% 0.1%
$27,070,646 6.4% 3.7% -0.5%
$23,522,835 25.6% 3.2% 0.1%
$16,408,884 7.5% 2.3% -0.3%
$16,068,277 -12.4% 2.2% -0.8%
$15,673,558 8.3% 2.2% -0.2%
$13,480,385 70.9% 1.9% 0.5%
$10,218,768 1.4% 1.4%
$9,728,767 30.9% 1.3% 0.1%
$9,370,608 -6.3% 1.3% -0.4%
$8,594,734 70.7% 1.2% 0.3%
$7,574,778 22.0% 1.0% 0.0%
$7,405,039 37.8% 1.0% 0.1%
$5,579,549 17.7% 0.8% 0.0%
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 39
Top 15 New BA Craft Beer BrandsTotal U.S. Supermarkets
Year BrandDollar Sales
YTD 2014 Samuel Adams Rebel IPA $10,218,768
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
IRI Data : YTD 2014 Ending 07.13.14
Samuel Adams Rebel IPA is the best selling new craft brand over the last 10 yearsDeschutes has three of the top 15 new BA Craft Brands
$10,218,768
$4,182,303
$2,317,877
$1,072,275
$760,057
$389,219
$281,008
$253,598
$240,970
$150,978
$148,274
$135,316
$123,951
$122,255
$111,494
SAMUEL ADAMS REBEL IPA (1)
SIERRA NEVADA VARIETY PACK (2)
NEW BELGIUM SNAPSHOT WHEAT (3)
DESCHUTES FRESH SQUEEZED IPA (4)
STONE GO TO IPA (5)
OMMEGANG GAME OF THRONS FIR & BLD (6)
DOGFISH HEAD NAMASTE WITBIER (7)
CIGAR CITY INVASION PALE ALE (8)
ANCHOR IPA (9)
ROGUE HONEY CREAM ALE (10)
STONE STOCHASTCTY PRJCT GRPFRT S (11)
FLYING DOG DD RIS OLD BY SMMR ALE (12)
DESCHUTES ARMORY XPA (13)
SAMUEL ADAMS TETRAVIS ALE (14)
DESCHUTES MIRROR MRRR BRLY WN ALE (15)
Dollar Sales
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 40
Top 15 New BA Craft Beer PackagesTotal U.S. Supermarkets
IRI Data : YTD 2014 Ending 07.13.14
Total Craft New Product Dollar Sales
YTD 2014 $32,770,451
2013 $42,021,402
2012 $42,969,648
2011 $20,637,476
2010 $15,387,487
2009 $20,750,750
Total Can sales for new products is $5.8MM for YTD 2014Total Glass bottle sales for new products is $26.8MM for YTD 2014
$6,007,075
$4,187,650
$4,181,989
$2,310,240
$1,208,330
$1,067,942
$756,961
$542,299
$441,714
$409,029
$389,219
$343,297
$281,008
$253,598
$237,860
SAMUEL ADAMS REBEL IPA 12-PACK 11-12OZ BTL
SAMUEL ADAMS REBEL IPA 6-PACK 11-12OZ BTL
SIERRA NEVADA VARIETY PACK 12-PACK 11-12OZ BTL
NEW BELGIUM SNAPSHOT WHEAT 6-PACK 11-12OZ BTL
NEW BELGIUM VARIETY PACK 12-PACK 12OZ CAN
DESCHUTES FRESH SQUEEZED IPA 6-PACK 11-12OZ BTL
STONE GO TO IPA 6-PACK 11-12OZ BTL
FOUNDERS ALL DAY IPA 15-PACK 12OZ CAN
SWEETWATER 420 PALE ALE 12-PACK 12OZ CAN
BELLS TWO HEARTED ALE 4-PACK 16OZ CAN
OMMEGANG GAME OF THRONS FIR & BLD SINGLES 25.4OZ LNBTL
BELLS SEASONAL 4-PACK 16OZ CAN
DOGFISH HEAD NAMASTE WITBIER 6-PACK 11-12OZ BTL
CIGAR CITY INVASION PALE ALE 6-PACK 12OZ CAN
FOUNDERS CENTENNIAL IPA 12-PACK 12OZ CAN
Dollar Sales
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 41
6PK 11-12OZ GLASS
12PK 11-12OZ GLASS
SINGLES 22OZ GLASS
6PK 12OZ CAN
12PK 12OZ CAN
4-PACK 11-12OZ GLASS
SINGLES 25-26OZ GLASS
4PK 16-16.9OZ CAN
SINGLES 11-12OZ GLASS
SINGLES 24OZ GLASS
Total Craft Beer Key Pack Size Dollar Sale TrendsTotal U.S. Supermarkets
$6,326,965
$4,111,556
$4,016,454
$3,633,183
$2,646,478
SIERRA NEVADA BREWING CO
NEW BELGIUM BREWING…
BOSTON BEER CO
OSKAR BLUES BREWERY
THE GAMBRINUS COMPANY
Top 5 Can Craft Vendors YTD 2014
TTL CRAFT GLASS
$ Sales % Chg YA
$674,432,909 17.5%
TTL CRAFT CAN
$ Sales % Chg YA
$51,418,281 79.4%
IRI Data : YTD 2014 Ending 07.13.14
Craft Cans share of Total Craft Dollar Sales increased by +2.3 points and is a 7.2 share of Total Craft Dollar Sales
Dollar Sales % Chg YA
$353,592,683 16.5%
$232,522,372 16.5%
$49,975,271 22.5%
$21,582,468 89.6%
$21,066,158 79.7%
$18,424,340 24.9%
$8,703,881 39.2%
$6,147,705 39.1%
$4,507,495 89.1%
$2,192,496 17.3%
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 42
Top 10 Craft Beer StylesTotal U.S. Supermarkets
Dollar Sales % Chg YA
Dollar Share of
Craft
43.8% 23.3%
17.0% 14.9%
11.9% 10.0%
25.4% 8.6%
12.4% 5.5%
7.7% 4.8%
17.4% 3.4%
8.5% 2.6%
14.3% 2.0%
40.2% 1.7%
IPA’s continue to be the largest share gainer in Craft Styles with a +3.8 increase vs year ago. Variety and Special Releases are the next two largest Style gainers
IRI Data : YTD 2014 Ending 07.13.14
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 43
Beer and Craft Dollar Sales % Change vs YATotal U.S. - Supermarkets
IRI Data : YTD 2014 Ending 07.13.14
CALIFORNIA
BEER 5.8%
CRAFT 20.7%
GREAT LAKES
BEER 3.2%
CRAFT 26.1%
MID SOUTH
BEER 6.4%
CRAFT 24.9%
NORTHEAST
BEER 4.2%
CRAFT 19.1%
PLAINS
BEER 6.0%
CRAFT 23.6%
SOUTH CENTRAL
BEER 3.4%
CRAFT 18.1%
SOUTHEAST
BEER 5.9%
CRAFT 26.6%
WEST
BEER 4.5%
CRAFT12.8%
TOTAL U.S. SUPERMARKETS
BEER 4.9%
CRAFT 20.5%
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 44
Top 10 IRI-Tracked Food States Based on Craft Dollar Sales
Top 10 IRI-Tracked Food States for
Craft
Dollar Share of Category Dollar Sales
Current Change vs YA CurrentChange vs
YACalifornia 16.8 2.1 $134,331,059 $23,005,590
Washington 31.9 1.8 $60,172,638 $5,341,435
Oregon 35.4 2.2 $43,539,658 $5,280,721
Florida 8.5 2.1 $37,845,989 $10,656,995
Ohio 17.1 4.0 $35,353,078 $10,178,001
North Carolina 13.0 2.1 $35,296,602 $7,525,574
New York 15.8 2.2 $34,613,180 $5,465,025
Virginia 13.9 1.8 $31,958,615 $5,473,704
Michigan 16.8 2.8 $29,020,937 $5,604,041
Illinois 12.3 1.5 $22,528,415 $2,452,838
IRI Data : YTD 2014 Ending 07.13.14
Craft share of Total Beer Dollar Sales are > 2.0 in Six of its Top Seven Food StatesCraft Dollar Sales have Increased by 4 share points in Ohio to date
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 45
Ohio State Supermarkets – Beer Category Overview
ANHEUSER-BUSCH INBEV
MILLERCOORS BREWING
D G YUENGLING & SON INC
BOSTON BEER CO
CROWN IMPORTS
HEINEKEN USA INC
GREAT LAKES BREWING CO.
NORTH AMERICAN BREWERIES
DIAGEO GUINNESS USA
NEW BELGIUM BREWING COMPANY
Top 10 Beer Vendors Dollar Sales
YTD % Chg YA
$72,594,816 2.3%
$51,660,941 3.0%
$10,685,275 -7.5%
$8,957,372 24.0%
$6,671,908 9.3%
$6,647,706 2.0%
$6,414,532 11.5%
$5,680,762 -6.0%
$4,685,799 -5.7%
$3,534,415 n/a
BUD BRAND FAMILY
MILLER LITE BRAND FAMILY
YUENGLING BRAND FAMILY
BUSCH BRAND FAMILY
COORS BRAND FAMILY
GREAT LAKES BRAND FAMILY
MICHELOB BRAND FAMILY
NATURAL BRAND FAMILY
CORONA BRAND FAMILY
SAMUEL ADAMS BRAND FAMILY
Top 10 Brand Families Dollar Sales
YTD % Chg YA
$34,742,135 -0.6%
$13,809,270 4.3%
$10,384,137 -6.5%
$9,934,542 4.2%
$8,912,559 5.5%
$6,414,532 11.5%
$5,896,021 6.8%
$5,851,632 0.5%
$5,752,368 9.6%
$5,592,645 12.5%
DOM PREM
34.8%
CRAFT
17.1%
DOM SUB-
PREM
15.1% IMPORT
13.0%
DOM SUPER
PREM
11.3%
PAB's
5.0%CIDER
2.4%
NA's
0.7%
MALT LIQ
0.6%
Segment Dollar Share of Beer Category
IRI Data : YTD 2014 Ending 07.13.14
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 46
GREAT LAKES BREWING CO.
BOSTON BEER CO
NEW BELGIUM BREWING COMPANY
SIERRA NEVADA BREWING CO
BELLS BREWERY INC
ANHEUSER-BUSCH INBEV
ALLTECH'S LEXINGTON BREWING CO.
NORTH AMERICAN BREWERIES
CRAFT BREW ALLIANCE INC
DOGFISH HEAD BREWERY
Top 10 Craft Vendors
Ohio State Supermarkets – Craft Segment Review
GREAT LAKES BRAND FAMILY
SAMUEL ADAMS BRAND FAMILY
NEW BELGIUM BRAND FAMILY
SIERRA NEVADA BRAND FAMILY
BELLS BRAND FAMILY
GOOSE ISLAND BRAND FAMILY
KENTUCKY BRAND FAMILY
MAGIC HAT BRAND FAMILY
DOGFISH HEAD BRAND FAMILY
STONE BRAND FAMILY
Top 10 Craft Brand Families
GREAT LAKES
BREWING CO.
, 18.1%
BOSTON
BEER CO ,
15.8%
NEW
BELGIUM
BREWING
COMPANY , 10.0%
SIERRA
NEVADA
BREWING CO
, 5.8%
BELLS
BREWERY INC
, 3.5%
ALL OTHER
CRAFT
VENDORS,
46.7%
Dollar Sales
YTD % Chg YA
$6,414,532 11.5%
$5,592,645 12.5%
$3,534,415
$2,061,216 12.1%
$1,234,357 28.4%
$992,573 79.5%
$880,938 24.2%
$835,841 4.5%
$808,103 22.4%
$734,844 25.0%
Dollar Sales
YTD % Chg YA
$6,414,532 11.50%
$5,592,645 12.50%
$3,534,415
$2,061,216 12.10%
$1,234,357 28.40%
$992,573 79.50%
$880,938 24.20%
$795,974 9.30%
$734,844 25.00%
$726,575 50.50%
Segment Dollar Share of Craft Beer in Ohio
IRI Data : YTD 2014 Ending 07.13.14
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 47
Ohio State Supermarkets – Craft Segment Review
Top Pack Size/Type Dollar SalesDollar
Sales % Chg YA
CRAFT 6PK 11-12OZ GLASS $20,289,743 37.7%
CRAFT 12PK 11-12OZ GLASS $7,230,130 24.4%
CRAFT 4PK 11-12OZ GLASS $3,286,514 24.7%
CRAFT SINGLES 22OZ GLASS $1,575,219 126.4%
CRAFT 6PK 12OZ CAN $1,016,259 129.5%
CRAFT 12PK 12OZ CAN $602,594 312.3%
CRAFT SINGLES 25-26OZ GLASS $519,591 68.1%
CRAFT SINGLES 11-12OZ GLASS $393,170 55.0%
Top 5 Fastest Moving Craft Brands
Dollars per $MM
ACV
Category WtdDist
Dollar Share
of Craft
GREAT LAKES SEASONAL $137.31 91.69 7.4%
NEW BELGIUM FAT TIRE AMBER ALE $92.43 95.69 5.2%
SAMUEL ADAMS SEASONAL $88.79 97.99 5.1%
GREAT LAKES DORTMUNDER GOLD LAGR $58.87 83.50 2.8%
SAMUEL ADAMS BOSTON LAGER $55.21 97.14 3.2%
IRI Data : YTD 2014 Ending 07.13.14
Top Craft Styles Dollar SalesDollar Sales
Chg YADollar Sales % Chg YA
Dollar ShareDollar Share
Chg YA
TOTAL CRAFT SEASONAL $7,848,783 $1,971,559 33.5% 22.2% -1.0%
TOTAL CRAFT IPA $7,792,762 $3,105,158 66.2% 22.0% 3.5%
TOTAL CRAFT PALE ALE $2,833,852 $411,065 17.0% 8.0% -1.6%
TOTAL CRAFT VARIETY $2,607,314 $431,416 19.8% 7.4% -1.2%
TOTAL CRAFT AMBER ALE $2,131,979 $1,870,982 716.9% 6.0% 5.0%
TOTAL CRAFT AMBER LAGER $1,521,400 $85,475 6.0% 4.3% -1.4%
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 48
Ohio Food Market Craft Observations
• The Dollar Sales trend for Craft in Ohio State Supermarkets is +39.9% vs year
ago compared to 20.2% in Total U.S. Supermarkets
• Of the four Ohio IRI Food Markets, Cleveland is where Craft has its largest share
of Total Beer Dollar Sales at 22.9
• Madtree Brewing and Rhinegeist Brewery, are helping to drive Craft 6-Pack 12oz
Cans to being the third best selling Craft Pack Type in Cincinnati/Dayton Supers.
They are also driving Craft Golden Ales Dollar Sales to be over $65K in this
market.
• Cans now have a 9.8 share of Total Craft Dollar Sales in Cincinnati/Dayton
Supermarkets. This is +3.4 vs YA. Columbus had the highest change vs YA for
Cans share of Total Craft Dollar Sales out of the Ohio Markets at +3.6.
• Columbus is the top selling Ohio Market for Craft Dollar Sales at $8.3MM
• Although Toledo is the smallest Ohio Market in terms of Craft’s Share of Total
Beer Dollar Sales, it has the highest sales percent change vs YA at +62%.
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 49
Beer Category & Segment Trends and ShareTotal U.S. MULO and MULO + Convenience - 4 Weeks Ending Aug 10, 2014
Total US - Multi Outlet Total US - Multi Outlet + Conv
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 3.5% 100.00 0.9% 100.00 2.7% 100.00 0.3% 100.00
DOMESTIC PREMIUM -0.5% 37.61 -1.1% 0.15 -1.0% 43.94 -1.6% 0.17
DOMESTIC SUB-PREMIUM -2.4% 12.14 -3.6% 0.06 -2.8% 15.25 -3.5% 0.08
DOMESTIC SUPER PREMIUM 5.1% 11.06 3.9% 0.03 6.8% 9.42 4.9% 0.03
TOTAL BA CRAFT 20.5% 9.92 17.9% 6.14 22.9% 6.15 19.9% 3.78
CRAFT (IRI DEFINITION) 17.4% 11.38 14.6% 0.02 19.6% 6.98 16.5% 0.02
IMPORT 3.9% 18.95 2.1% 0.05 7.9% 15.69 5.4% 0.04
PROGRESSIVE ADULT BEVERAGES 3.1% 5.42 1.1% 0.01 0.5% 5.56 -0.6% 0.01
CIDER 62.1% 1.89 64.1% 0.00 76.3% 1.22 78.4% 0.00
DOMESTIC MALT LIQUOR 1.7% 0.64 0.6% 0.00 1.6% 1.50 -0.7% 0.01
NON-ALCOHOLIC 0.5% 0.67 -3.0% 0.00 0.0% 0.33 -3.6% 0.00
IRI Data : 4 Weeks Ending 08.10.14
Beer Category Sales have slowed down in the latest 4 Week Period compared to the previous YTD Sales Trends in the Multi-Outlet channels
Copyright © 2014 Information Resources, Inc. (IRI). Confidential and Proprietary. 50
4
Thank You!
Craft Brewers: Please continue to send me your current UPC lists and new package images to insure your products are accounted for by IRI from an Off-Premise sales perspective.
Please e-mail me at [email protected]
Dan WandelPrincipal, Beverage Alcohol Client Insights
IRI