IRI Large Audience Template
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MID-YEAR 2015 BEER CATEGORY AND CRAFT BEER REVIEW Dan Wandel Principal, Beverage Alcohol Client Insights September 3, 2015 2015 YTD BEER CATEGORY SUMMARY • Beer Dollar Sales have increased YTD 2015 vs year ago in Total US MULO and MULC channels. However, Beer sales trends lag behind. where they finished in 2014 and also behind both Wine and Spirits. • Positive indicators in Household panel data metrics for Beer. • Wine dominates the top Bev Alc Segments based on Dollar Sales. growth. Import Wine sales trends are outpacing Domestic for the first time in four years. Sparkling Wine sales up double-digits at +13.6%. • All Whiskey Segments are experiencing Dollar Sales increases vs YA. Whiskey Specialties continue to thrive based on flavor innovation. Vodka also still growing its Dollar Sales, but losing share. Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. 2015 YTD BEER CATEGORY SUMMARY • Private Equity, ESOP and M&A activity in the Craft sector continues. • Mexican Imports continue to fuel Total Import Beer sales. • Craft and Cider sales have continued to perform well, though both have slowed in the latest time periods. • Disappointing key summer holiday sales results for the Beer Category. • Small Town’s Not Your Father’s Root Beer sales success. • 2015 to be the biggest year for new beer brand launches on record. • IPA sales and # of Brands still experiencing explosive growth. • Craft “Next Wave” coming on strong. • Local Craft Sales Momentum. Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. BEVERAGE ALCOHOL CATEGORY FOUR-YEAR SALES TRENDS TOTAL U.S. MULTI-OUTLET Beer Sales Trends are lagging behind Wine and Spirits thus far this year BEER TOTAL WINE SPIRITS 10.6% 5.8% 5.9% 6.1% 5.3% 4.6% 5.4% 4.3% 5.8% 3.3% 2.8% 4.3% 2012 2013 2014 YTD 2015 2012 2013 2014 YTD 2015 2012 2013 2014 YTD 2015 Dollar Share 2014 Dollar Share YTD 2015 SPIRITS SPIRITS 18.2% 17.9% BEER TOTAL BEER 49.2% WINE TOTAL 49.2% 32.7% WINE 32.9% Source: IRI InfoScan Total US Multi-Outlet YTD July 5, 2015 Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. TOP 15 BEVERAGE ALCOHOL GROWTH SEGMENTS ACTUAL DOLLAR SALES CHANGE YA TOTAL U.S. MULTI-OUTLET + CONVENIENCE Dollar Case Dollar Sales Change vs YA (000) Sales % Dollar Sales Sales % Case Sales Chg YA Chg YA IMPORT BEER $234,802 9.8% $2,619,765,016 8.3% 90,048,789 CRAFT BEER $228,224 21.0% $1,316,656,654 17.0% 36,391,991 $11.00-$14.99 TABLE WINE $108,337 17.6% $724,436,913 17.8% 4,823,451 WHISKEY $104,153 12.0% $971,734,593 6.7% 5,555,117 SUPER PREMIUM BEER $91,176 6.4% $1,522,965,647 5.3% 54,814,075 $8.00-$10.99 TABLE WINE $74,888 6.6% $1,203,094,472 6.8% 10,569,070 CIDER $48,973 30.5% $209,733,052 27.7% 5,928,552 VODKA $41,274 4.9% $880,031,947 3.8% 7,681,549 $20.00+ TABLE WINE $35,792 21.9% $199,014,812 25.7% 676,154 $3.50-$4.99 BOX TABLE WINE $34,639 23.0% $185,567,968 23.4% 3,100,839 $8.00-$10.99 TABLE WINE $28,208 12.6% $251,413,577 12.3% 1,251,605 PREMIUM BEER $26,796 0.4% $6,937,981,892 -0.1% 340,927,761 $8.00-$12.99 SPARKLING WINE $24,194 14.8% $187,832,209 14.5% 1,482,373 $13.00-$17.99 SPARKLING WINE $14,598 29.3% $64,364,884 30.5% 357,829 TEQUILA $12,257 7.0% $186,255,974 5.4% 899,246 Source: IRi Advantage, 26 Wks Ending 07/05/2015 Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. NUMBER OF BEER SKU’S BY SEGMENT TOTAL U.S. MULTI-OUTLET + CONVENIENCE Cider is the only segment showing an increase this year in the # of SKU’s selling compared to Year-End 2014 (based on SKUs selling > 1 Case) Total SKUs Total SKUs Total SKUs 10,499 10,006 9,649 6,295 Total SKUs 6,069 8,649 5,521 4,743 1,760 1,698 1,759 1,610 486 583 457 602 590 479 549 455 531 401 514 439 495 450 431 466 419 438 236 327 2012 2013 2014 YTD Premium Sub Prem Import Craft Sup Prem PAB Cider Source: IRi Advantage, 26 Wks Ending 07/05/2015 Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. BEVERAGE ALCOHOL CONSUMER HOUSEHOLD PENETRATION TOTAL U.S. ALL OUTLETS Beer is outpacing Total Beverage Alcohol in growth of Households and Repeat Buyers Penetration Repeat Buyers 100.0% 86.8% 90.0% 80.9% 80.0% 74.1% 75.5% 70.2% 70.0% 60.0% 49.4% 50.0% 45.2% 37.1% 40.0% 30.0% 20.0% 10.0% 0.0% Total BWS Total Wine Total Spirits Total Beer Penetration pt. chg -0.3 -0.7 -1.0 1.2 vs. YA Repeat Buyers pt. 0.1 0.1 -0.1 0.3 chg vs. YA Source: NCP Consumer Panel, 52 Wks Ending 06/28/2015 Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. Beer remains a major contributor to Total Bev Alc as it continues to increase its Households and trips per buyer TOTAL U.S. ALL OUTLETS Dollar Sales (000) TOTAL Current: $13,801,343 BEER % Change vs YA: +4.1% % HH Buying Dollars per Buyer Current: 45.2 Current: $253.22 Change vs YA: +1.2 % Change vs YA: +0.5 % HH Repeating(2+) Dollars per Trip Trips per Buyer Current: 80.9% Current: $14.07 Current: 18.0 Change vs. YA: +0.3 % Change vs YA: +0.6 % Change vs YA: -0.1 Source: NCP Consumer Panel, 52 Wks Ending 06/28/2015 Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. BEER CATEGORY & SEGMENT TRENDS AND SHARE TOTAL U.S. MULTI-OUTLET AND MULTI-OUTLET + CONVENIENCE Beer Category sales trends are lagging slightly behind where they finished in 2014. Total US – Multi-Outlet Total US – Multi-Outlet + Convenience Dollar Dollar Case Case Dollar Dollar Case Case Sales % Share of Sales % Share of Sales % Share of Sales % Share of Chg YA Category Chg YA Category Chg YA Category Chg YA Category CATEGORY - BEER 3.3% 100.00 0.9% 100.00 3.9% 100.00 1.4% 100.00 TOTAL BA CRAFT 21.8% 11.72 18.1% 7.22 24.1% 7.35 20.3% 4.49 CRAFT (IRI DEFINITION) 18.7% 13.10 14.9% 8.17 21.4% 8.15 17.4% 5.03 CIDER 26.6% 2.02 24.0% 1.27 31.8% 1.31 29.2% 0.82 MALT LIQUOR 0.9% 0.70 -1.9% 0.90 2.9% 1.63 -0.3% 2.00 PREMIUM -1.0% 36.43 -1.0% 43.15 0.5% 42.89 0.0% 47.03 SUB-PREMIUM -3.4% 11.98 -4.8% 18.08 -2.1% 15.07 -3.8% 21.51 SUPER PREMIUM 4.1% 10.85 3.3% 9.09 6.5% 9.40 5.5% 7.55 IMPORT 6.5% 19.55 5.4% 15.64 10.0% 16.20 8.4% 12.42 NON-ALCOHOLIC 2.9% 0.66 0.0% 0.64 3.6% 0.33 1.1% 0.32 PAB's -4.7% 4.39 -5.0% 2.89 -1.1% 4.90 -1.9% 3.24 Source: IRI InfoScan Total US Multi-Outlet and Total US Multi-Outlet + Convenience YTD July 5, 2015 Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary. Top 15 Import Vendors by Dollar Sales Total U.S. Multi-outlet + Convenience Dollar Dollar Case Case Dollar Case Dollar Sales (000) Sales % Share Case Sales Sales % Share Share Share Chg YA Chg YA Chg YA Chg YA CONSTELLATION BEER $1,376,336 14.0% 52.5 1.9 46,148,661 12.4% 51.3 1.9 HEINEKEN USA INC $733,813 2.8% 28.0 -1.9 25,962,248 1.7% 28.8 -1.9 ANHEUSER-BUSCH INBEV $211,846 18.9% 8.1 0.6 6,624,813 21.3% 7.4 0.8 DIAGEO GUINNESS USA $91,043 11.8% 3.5 0.1 2,674,036 9.7% 3.0 0.0 NORTH AMERICAN BREWERIES $85,810 -1.1% 3.3 -0.4 4,576,356 -0.9% 5.1 -0.5 MILLERCOORS BREWING $69,914 -0.5% 2.7 -0.3 2,816,020 -2.1% 3.1 -0.3 SAPPORO U.S.A. INC $6,447 4.3% 0.2 0.0 166,329 1.7% 0.2 0.0 MERCHANT DU VIN CORP $4,166 -1.8% 0.2 0.0 42,991 -4.6% 0.0 0.0 ST KILLIAN IMPORTING CO $3,814 61.7% 0.1 0.0 75,283 44.4% 0.1 0.0 WORLD BREWS $3,811 -2.1% 0.1 0.0 178,102 -4.8% 0.2 0.0 WARSTEINER IMP AGENCY $3,310 -1.0% 0.1 0.0 102,727 -3.8% 0.1 0.0 MOOSEHEAD USA $2,863 -9.3% 0.1 0.0 120,088 -9.6% 0.1 0.0 MANNEKEN-BRUSSEL IMPORTS… $2,767 -6.1% 0.1 0.0 19,807 -8.8% 0.0 0.0 BINDING BRAUEREI USA $2,352 44.7% 0.1 0.0 63,412 44.6% 0.1 0.0 BELUKUS MARKETING $2,180 -5.8% 0.1 0.0 48,885 -11.3% 0.1 0.0 Source: IRi Advantage, 26 Wks Ending 07/05/2015 Copyright © 2015 Information Resources, Inc.