From Its Initial Launch As A Sub-Segment In 2005, Premium Light Imported Beer Accounts For An Estimated 14.2% Of Light Imported Dollar Sales In 2006 (In FDM) In The United States

Research and Markets (http://www.researchandmarkets.com/reports/c57937) has announced the addition of Imported Beer in the United States 2006 to their offering.

This report is the second of two volumes. This volume focuses on imported beer for sale in the US. Volume sales figures are based on analysis of volume sales data from Adams Beverage Group. Dollar sales figures are created by triangulating dollar sales data from IRI for beer sold through FDM with volume sales for all distribution channels from Adams Beverage Group. Consumer attitudes and behavior and perceptions about beer are gathered in exclusive consumer research conducted for this report. Key themes in this report include:

According to an analysis of the Simmons NCS, the percentage of adult respondents who say they drink imported beer remained at about 26% of all adult respondents between 2001 and 2005. Sales growth, therefore, is due primarily to an increase in consumption among those who do drink imported beer. Imported beer sales increased on a dollar and volume basis between 2001 and 2006, to $18.6 (58% growth) billion and 375,000 cases (24% growth).

Imported beer continues to sell well despite the stagnation of overall beer volume sales in the U.S. This is due in part to a shift in consumer preferences from domestic beer to imported beer. Imported beer is an “affordable luxury” is within the reach of a growing upper-middle class. Among respondents who bought beer in the last 30 days, roughly four in ten agree that imported beer tastes better and is of higher quality.

Although sales have increased, imported beer faces stiff competition from distilled spirits and wine, especially among 21-24 year olds. Some 41% of respondents to the consumer survey, who drink imported beer but do not drink domestic beer, agree that they prefer wine and mixed drinks to beer.

Mexican beer brands have gained share as a result of the growth of the Hispanic population, and should continue to make both market share gains and increased sales growth through 2011. However, Mexican beers may need to buttress branding for light beer, or develop new light beer products in the face of successful deployment of European premium light beer brands.

Importers are giving increasing attention to the light beer segment of the market. While both regular imported beer and light beer sales are advancing, imported light beer sales are growing at nearly twice the rate of regular imported beer sales. A premium imported light sub-segment is emerging. Heineken Premium Light and Beck’s Premier Light are the two leading premium light beers. From its initial launch as a sub-segment in 2005, premium light imported beer accounts for an estimated 14.2% of light imported dollar sales in 2006 (in FDM).

The on-premises market can be a significant driver of off-premises sales. Over 40% of respondents to exclusive research conducted for this report buy a beer that they tried at a bar or restaurant as do nearly half of respondents aged 21-44. The on-premises channel serves as a trial/taste-test site and ultimately influences off-premises purchases and has boosted sales of Stella Artois, Blue Moon and other brands.

Wal-Mart and other big box stores are becoming an increasingly important distribution channel for imported beer. About one in five respondents to this exclusive consumer research said they purchased imported beer at Wal-Mart or Costco. A stronger presence by these retailers will place additional price pressure to the market.

This report includes imported beer purchased for at-home (off-premises) consumption (products sold primarily in cans and bottles) and for on-premises consumption in bars, clubs and restaurants. The report includes imported light beer, but excludes domestic beer, no/low alcohol beer, hard ciders, and products brewed at home.

This report contains US IRI InfoScan data.

Content Outline:

Scope and Themes

What you need to know

Definition

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Key ideas

9.6% CAGR from 2001-06 in constant dollars

Light import beers retain substantial room for growth

Imported beer seen as affordable luxury

Population shifts to impact marketing strategies and brand share

Competition from other alcoholic beverages

Almost half of all imported beer comes from Mexico

Ads focus on escape/relaxation, humor, and cultural origins

Distribution channels are broadening

The Consumer

Future trends

Market Drivers

Market Size and Trends

Foreign trade

Advertising and Promotion

Appendix: New Product Developments

Appendix: Global Trends in Marketing Claims and New Product Developments

Marketing claims

Companies Profiled:

Diageo

Grupo Modelo (imported by Barton Beers and Gambrinus)

Heineken USA

InBev

New Product Briefs:

Aladdin Beverage Macau Chinese Beer

Belukus Marketing Belhaven Twisted Thistle India Pale ALE

Cervezas Mexicanas Selection Tecate 2006

Coastal Imports Toña Cerveza

Guinness Irish Ale

Heineken Premium Light Lager Beer

Molson XXX Repackaged Super Premium Beer

Wein Bauer Grieskirchner Hefe-Weizen Wheat Beer

Wein Bauer XIHU Westlake Beer

Young’s St. George’s English Ale

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