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This Report Gives Us Industry Participants the Insight Needed to Understand and Target Both Beer Drinkers and Non-Drinkers to Maintain and Grow Market Share

Posted on: Wednesday, 9 January 2008, 15:00 CST

Research and Markets (http://www.researchandmarkets.com/reports/c78932) has announced the addition of "Imported Beer and Flavoured Alcoholic Beverages in the United States" to their offering.

About this report

While imported beer sales grew faster than domestic beer sales from 2002 to 2007, the main increases came through growth in the population, underscoring the stiff competition faced from other alcoholic beverages. The imported beer market is not in distress, however. Rather, it is primed for manufacturers to harness consumer attitudes toward imported beer including perceptions about beer taste, quality, differentiation and variety. This report gives industry participants the analysis and insight needed to understand and target both beer drinkers and non-drinkers to maintain and grow market share.

The following issues are analyzed:

How the market can adapt to consumers looking to "trade up" their alcoholic beverage choices

Why domestic craft beer threatens market sales and what its popularity can teach imported beer manufacturers

How distribution alliances have changed the retail distribution landscape

Who is most calorie-conscious and how that affects his/her beer decisions

How beer marketers can target new users without alienating their highly loyal base

How the market can continue to connect with the Hispanic consumer, the driving force behind market growth

Which brands are leading the way in targeting women with imported beer?

How the "age dilemma" can be addressed

How "beer education" and country of origin information can drive sales

This report builds on the analysis presented in Imported Beer - US, December 2006, as well as other reports including Domestic Beer - US, December 2007; Wine - US, February 2007, and White and Dark Spirits: The Market - US, February 2007, and White and Dark Spirits: The Consumer - US, April 2007. For the purposes of this report, "imported beer" refers to beer produced outside of the US and imported for sale in the US. "Domestic beer" refers to all beer produced in the US.

Contents

Scope and Themes What you need to know Definition Resources used for the consumer sections Abbreviations and terms Abbreviations Terms Executive Summary In a nutshell Competitive context Consumers "trading up" their alcoholic beverage choices Craft beer an emerging threat to import cache Supplier alliances spur growth and set positive stage Reasons for drinking less beer today, compared to a few years ago Reasons for drinking more beer today than a year few years ago Retail distribution Beer purchase driving attributes at retail Demographic drivers Hispanics drive growth Adults aged 21-34 Players, by segment Major players Regular imported beer Innovation highlight: Heineken DraughtKeg Light imports Targeting the consumer Women under-penetrated; potential for growth exists Resolving the age dilemma Growing the base while maintaining loyalty Experimenting with beer pairing Leveraging quality taste, taste differentiation, and variety Leveraging country of origin Beer energy drinks - the rise of a new segment Market Drivers Consumers "trading up" their alcoholic beverage choices Figure 1: Distribution of households, by income, 1999 and 2006 And more

For more information visit http://www.researchandmarkets.com/reports/c78932

Source: Business Wire

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