Samuel Adams Boston Lager

from: 4A’s Member to: [email protected] subject: research request – Sam Adams/beer industry

Hi 4A’s Research, we have a new business opportunity with the Boston Beer Company, specifically Sam Adams Lager, Sam Adams Winter Lager and Sam Adams Octoberfest. To prepare, we’d like to request the following:

• Industry: beer brewery market in the US, industry news and updates, trends, etc. • The company and the brands • Competition: competitors in the US, big and small, and each of their strengths and advantages in their offerings, etc. • Consumer trends: craft beer consumer demographics, media habits

We are hoping to have the research back by the end of the week. Please let us know if this is possible and if you have any questions. Thanks!

Customized Research Request Example The following is intended to be a representation of the type of response Research Services would provide to a 4A’s member request for a new business pitch. The sources included are representative of the materials that may be included and will vary depending on the nature of the question and current subscriptions. The first page of each source is included in this example; full content is provided in response to requests.

from: 4A’s Research to: 4A’s Member subject: [craft beer]

Hi 4A’s Member,

Here is the research you requested on craft beer. I am including several different files for you:

• Sam Adams – file containing a company profile, news, advertising/marketing examples • Craft beer – contains competitor information, state of the beer industry, brand share • Consumers – contains consumer demographics, media habits, trends in beer consumption

If we can help with anything else, please let us know. Have a good evening!

4A’s Research 212 850 0806 office / 212 682 8391 fax [email protected] / www.4as.org 1065 Avenue of the Americas, 16th Floor New York, NY 10018

Creativity + Commerce + Culture: Moving the Industry Forward

ONESTOP REPORT Boston Brewing Co Inc 07 FEBRUARY 2020 Table of Contents

COMPANY SUMMARY

CONTACTS

CORPORATE FAMILY

CORPORATE OVERVIEW

SIGNALS

NEWS

TRIGGERS

CLOSEST INDUSTRY PEERS Corporate Profile The Boston Beer Company, Inc.

Founded in 1984, the Boston Beer Company is an American brewing company best known for its award-winning confection, Samuel Adams beer. The Boston Beer Company develops and manufactures beer using a four vessel brewing process and all natural ingredients. The Boston Beer Company, Inc. also brews under the tradenames Hardcore Cider Company and Twisted Tea Brewing Company.

Website: www.bostonbeer.com

C S Fiscal Close December # Employees 1,505 Company Type Public Media Spend (2018) $ 40,708,119.00

M S Type 2017 ($) 2018 ($) 2019 ($) Magazines 0 1,822,266 0 Sunday Magazines 0 0 0 Network TV 2,649,100 4,422,500 1,687,200 Network Radio 3,225,565 1,733,594 775,790 Syndication 956,400 0 0 Outdoor 776,859 105,366 1,322,232 Natl Newspapers 0 0 0 Cable TV 40,494,314 32,151,605 30,830,348 Spot TV 620,838 6,487 288,127 Span Lang Net TV 0 0 0 B-to-B Magazines 136,508 41,811 12,591 Local Magazines 6,156 9,506 2,575 US Internet - Display 0 0 0 Hispanic Magazines 0 0 0 Hispanic Newspapers 0 0 0 Network TV-Locally Cleared 0 0 0 Syndicated TV-Locally Cleared 0 0 0 Spanish Lang TV-Locally Cleared 0 0 0 Newspapers 30,230 1,467 14,141 Newspaper2 0 0 0 Local Radio 0 0 0 Local Cable TV 0 0 0 Brand Profile The Boston Beer Company, Inc. - Samuel Adams Octoberfest

Website: www.bostonbeer.com Brand Spending: Between $1-3 Million

B C Name Title Email Kimberly Stokes Head, Digital & Media [email protected] Ethelbert Williams Head, eCommerce [email protected] Sara Gable Senior Brand Manager, Brand Development [email protected] Audrey Chee-Read Strategy & Insights Manager [email protected] Kevin Guebenlian Social Media Coordinator [email protected] Lesya Lysyj Chief Marketing Officer [email protected] Matthew Withington Director, Marketing - Samuel Adams [email protected] Cecilia Yu Associate Brand Manager [email protected]

A R

Current

Brand Agency Service Status From To Samuel Adams Octoberfest Hearts & Science Media Buying, Media Planning Current 2018 present

A R

Past

Brand Agency Service Status From To Samuel Adams Octoberfest Zenith Media media buying & planning Past unknown 2018 Samuel Adams Octoberfest MMB Creative Past unknown unknown

A / M S C Name Title Agency Email Laurie Hearts & laurie.shinbaum@hearts- Brand Director Shinbaum Science science.com Supervisor, Audience Planning & Hearts & deborah.green@hearts- Deborah Green Activation Science science.com Brand Profile The Boston Beer Company, Inc. - Samuel Adams Winter Lager

Website: www.bostonbeer.com Brand Spending: Between $1-3 Million

A R

Current

Brand Agency Service Status From To Samuel Adams Winter Lager Hearts & Science Media Buying, Media Planning Current 2018 present

A R

Past

Brand Agency Service Status From To Samuel Adams Winter Lager Zenith Media media buying & planning Past unknown 2018

Website: www.bostonbeer.com Brand Spending: Between $5-25 Million

A R

Current

Brand Agency Service Status From To Samuel Adams Boston Goodby, Silverstein & Creative Current 2019 present Lager Partners Samuel Adams Boston Media Buying, Media Hearts & Science Current 2018 present Lager Planning

A R

Past

Brand Agency Service Status From To Samuel Adams Boston Lager Zenith Media media buying & planning Past unknown 2018

A / M S C Name Title Agency Email Laurie Brand Director Hearts & Science [email protected] Shinbaum Gen-Z, Millennial Media Opps: Boston Beer plans ad spend increases for 2020 (Score 82)

Nov 5, 2019 by McKenna Hight

Boston Beer (BB)'s FY 2020 gross margins are expected to be between 49% and 51%, per its latest earnings call. ck a b d e e F 

The company plans increased advertising, promotional and selling investments of between $65 million and $75 million for FY 2020. BB is also increasing local marketing media, especially for Dogfish Head.

Read national TV and digital display ad spend information, via iSpot and Adbeat, here.

According to Kantar, BB also utilizes OOH, print, radio, experiential, sponsorship, earned media and social media. Keep in mind that national TV spend is dropping, likely in favor of other (cough, digital, cough) channels designed to reach younger (Gen-Z and millennial) drinkers. Spend oen spikes during the summer (Q2-Q3), so sellers should reach out early next year. Agency & martech readers - we haven't heard of any agency shis since we last reported, so continue reaching out at this vulnerable account, currently #53 on the VAI. LESYA LYSYJ NAMED CMO AT SAM ADAMSMAKER BOSTON BEER

THE FORMER HEINEKEN MARKETING CHIEF IS BACK IN THE BEER BUSINESS

March 26, 2019 07:14 PM Lesya Lysyj named CMO at Sam Adams-maker Boston Beer

Lesya Lysyj is leaving Welch's to get back in the brew business as chief Lesya Lysyj Credit: marketing oﬃcer of Boston Beer Company, the maker of Sam Adams.

Lysyj since late 2017 has been U.S. president of Welch's Foods and before that was North American president for Weight Watchers. From 2011 to 2013 she was chief marketing oﬃcer at Heineken USA.

Boston Beer's CMO role has been vacant since Jon Potter left last July.

"Lesya's proven success building brands and leading innovation for several well-known and highly respected brands will make her a great addition to the company's leadership team," Boston Beer president and CEO Dave Burwick said in a statement. "She has the valuable experience we need to ensure our growing portfolio of beer and beyond beer brands and initiatives are well-positioned for growth"

Burwick took over as president and CEO of Boston Beer early last year after serving as CEO of Peet's Coﬀee. Burwick is a former CMO at Pepsi-Cola North America. He also spent time at Weight Watchers as president for North America from 2010-2012. Lysyj's stint at Weight Watchers began in late 2013.

Boston Beer has outperformed the broader beer industry of late. Sales volume is up 10.6 percent year-to-date, Beer Marketer's Insights reported earlier Tueday, citing Nielsen Sam Adams Founder Weighs In On Bud Light-Miller Lite 'Brewhaha'

mediapost.com/publications/article/332176/sam-adams-founder-weighs-in-on-bud-light-miller-li.html

by Richard Whitman , Columnist, February 19, 2019

Tastes Great! Yeah if you like corn in your beer.

As Bud Light and Miller Lite slug it out over which of their watered-down versions of beer is trying to put one over on the American public and which one is more in love with America’s farmers, Jim Koch, the founder of the Samuel Adams brewery weighed a few days ago with a post calling BS on both of them.

“To American craft brewers, this corn vs. rice vs. corn syrup debate is as silly as dilly dilly,” Koch wrote in a blog on the Sam Adams website. And as we all know, that’s pretty silly.

Bud Light started it with its Super Bowl ads condemning Miller Lite for using corn syrup in its brewing process, hoping, it’s been suggested, that consumers would confuse corn syrup with the more unhealthy high-fructose corn syrup. Miller Lite fired back noting that Bud Light uses a similar process with a different additive—rice. And that other Anheuser-Busch InBev brands use the same corn syrup Bud Light was slamming it for using.

Clearly Bud Light is trying to create a controversy, where one doesn’t exist. Kind of like Trump’s reasoning--if you can call it that--behind declaring a national emergency over his coveted Wall funding.

But as Koch points out, the beer battle is “like McDonald’s and Burger King arguing about grilling vs. broiling their burgers. Who cares? Fast food is still fast food … [and] don’t confuse fast food with slow food.”

It does seem to be a case of much ado about nothing. It brings to mind a PBS show I’ve been watching about dictators. One of the things they tend to do when things are headed south on the home front is try to create a perceived common enemy to unite the populace against.

For Bud Light, that perceived enemy is corn syrup. Guess we’ll see if the ploy works. Doubt it.

1/1 Samuel Adams and Top Comedians Ask America to "Toast Someone" This Holiday Season

prnewswire.com/news-releases/samuel-adams-and-top-comedians-ask-america-to-toast-someone-this-holiday-

BOSTON, Nov. 19, 2019 /PRNewswire/ -- Today, Samuel Adams, one of the leading independent, American brewer that pioneered the craft beer revolution, introduces "Toast Someone," tapping America's leading comics to encourage drinkers everywhere to share their appreciation for someone who has made a meaningful impact on their life by raising a toast. Sam Adams is kicking off the campaign with a message to drinkers that there is no better time than now to toast someone. Watch the anthem video at SamuelAdams.com.

As a brand that has been bringing people together for over 30 years with its flagship beer, Samuel Adams Boston Lager, Sam Adams saw an opportunity to help drinkers reflect on and celebrate what matters most this holiday season: each other and the moments in life we share together.

The action of expressing gratitude has a positive impact on both the giver and receiver, but people are likely not doing it nearly as much as they should in their daily lives. A recent survey of over 2,000 U.S. adults age 18+ conducted online by The Harris Poll on behalf of Sam Adams1 found that the majority of Americans (84%) agree that people do not express their appreciation for others as often as they should—and that nearly two-thirds of Americans (64%) have had trouble expressing their appreciation for someone. That's when Sam Adams stepped in, realizing drinkers need to take action and give thanks to others in a simple, yet meaningful way.

Sam Adams’ Boston Beer Co. Sends $50 Million Media Account to Hearts & Science

adweek.com/agencies/sam-adams-boston-beer-co-sends-50-million-media-account-to-hearts-science

By Erik Oster June 6, 2018

Boston Beer Co., whose properties include iconic craft beer brand Samuel Adams, as well as Angry Orchard and Twisted Tea, has a new media agency.

Omnicom’s Hearts & Science is now handling media buying and planning for Boston Beer Co., multiple sources told Adweek.

An agency spokesperson deferred to the client. Representatives for Boston Beer Co. have not responded to multiple requests for comment.

According to a source close to the matter, the selection of Hearts & Science—which became official several weeks or even months ago—followed a review launched last fall. It is unclear at this time which agencies pitched, though Publicis Groupe’s Zenith was incumbent on the account.

1/2 Sam Adams and Its New Agency Launch a Fresh Summer Campaign as the Craft Beer Wars Heat Up

adweek.com/brand-marketing/sam-adams-and-its-new-agency-launch-a-fresh-summer-campaign-as-the-craft-beer-wars- heat-up/ By Patrick Coffee May 3, 2017

The beer world looks very different today than it did when Jim Koch started Boston Brewery and its core brand, Sam Adams, back in 1984.

As the biggest global beer-makers merge and buy up smaller operations, one of the original craft breweries looks to reestablish its place in the market. This task now falls to a new agency of record in independent hometown shop MMB, whose first broadcast work for Sam Adams debuted today.

“Sam Adams makes some of the best beer on planet earth,” said MMB executive creative director Greg Almeida, adding that his agency looks to “breathe fresh energy into the brand” by departing from past campaigns that focused on the act or art of brewing rather than the appeal of the product itself.

The work, which introduces new packaging for the classic Summer Ale is indeed a big departure driven completely by CGI and a dancehall-style cover of the Wu Tang Clan. Almeida described it as “Jamaica meets Wu Tang meets Sam Adams meets Toy Story.”

“We’re looking to better connect emotionally with consumers and we were impressed with MMB’s strategic approach and creative work because it does just that,” said The Boston Beer Company chief marketing officer Jon Potter regarding its choice to go with the hometown shop after a recent creative review.

The brand spent approximately $32.5 million on paid advertising last year, according to Kantar Media.

Like Sam Adams itself, MMB has made some recent changes. It was long known as Subway’s agency of record, but lost that business to BBDO in 2015 before the chain made an about face, ending its relationship with the Omnicom agency and reuniting with MMB again on a project basis late last year. 7 Craft Beer Trends in 2020 By Kyle Swartz - January 27, 2020

How big can the craft beer industry grow?

The number of breweries in America has already surpassed historic highs. Soon it will eclipse 8,000. Is that oversaturation?

The easy answer is yes. But the truth would appear different. If the craft beer industry has grown too large, then we would expect the number of brewery closings to outpace openings. That’s what happened the last time the industry dramatically shrunk, after the bubble burst in the late ‘90s and early ‘00s.

Instead, we have the opposite.

“Right now, there are triple the number of brewery openings than closings,” says Sam Hendler, co- founder of Jack’s Abby, which opened in Framingham, Mass in 2011. “I wouldn’t be surprised to see 20 to 30 more breweries open this year in just Massachusetts alone.”

New Privacy Policy × Which begs the question: how many more breweries can this industry support?

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Beer brands in the USA: a social media study

By Alina Gorbatch (/blog/author/agorbatch/) in Branding (/blog/category/branding/), Case Study (/blog/category/case-study/), Competitive Research (/blog/category/competitive-research/), Market Research (/blog/category/market-research/), SMM (/blog/category/smm/), Tools (/blog/category/tools/)

| January 23, 2020

eer is the glue that holds our society together.

B Alright, maybe that’s only true for my peer group. However, one can’t deny the prevalence of beer in our lives. In the US only, the consumption of beer amounted to approximately 2.76 million 2.25 gallon cases in 2018 (https://www.statista.com/statistics/466647/us-beer-consumption/). Beer also remains a preferred alcoholic drink in the US: in 2018 poll, beer was preferred by 42% of consumers (wine by 34% and spirits by 28%) (https://www.nbwa.org/resources/industry-fast-facts). The preference has been stable for years and is not expected to change.

In fact, revenue in the beer segment amounts to $118 billion in 2020 (https://www.statista.com/outlook/10010000/109/beer/united-states). The market is expected to grow annually by 2.3% (CAGR 2020-2023) (https://www.statista.com/outlook/10010000/109/beer/united-states). 65 Shares S h A i (h // i ) fi d h d i i l li i So, here at Awario (http://awario.com), we figured that doing a social listening study on beer and more precisely, on US beer brands, is only fitting.

We explored the following:

1. How a beer brand’s popularity online correlates with its market share.

2. How each one of the top 31 American beer brands compares in terms of:

popularity on social media and news/blogs;

reputation on social media and news/blogs;

popularity by social media sources;

activity of the brand’s own social media accounts.

3. How the popularity of US beer brands compares to the rest of the world’s beer brands.

Methodology Using our social media monitoring tool Awario we collected mentions of the top 31 beer brands in America (according to USA today) (https://www.usatoday.com/story/money/2019/06/19/beer-brands-americas-31-most- popular-beers/39490347/).

Period of time: September - December 2019

Sources: Facebook, News/Blogs, Twitter, YouTube (Reddit and Instagram were excluded as the analysis was localized to the US and those two don't return locations of the posts)

Languages: English

Criteria for getting into the results:

a social media post should include the name of the beer brand as well as a beer- related keyword (e.g., “beer”, “drink”, “cold”);

both the number of mentions and the reach of these mentions were taken into account;

all mentions that came from the beer brands’ accounts were excluded (including the local ones, such as Heineken US).

65 Shares Results

Brand popularity

The graph below shows the number and the reach of brand mentions.

65 Shares THE BEVERAGE INFORMATION GROUP BEER HANDBOOK 2019 The ultimate data resource on the malt beverage industry

BevHandbookCovers.indd 1 7/24/19 2:18 PM Special Report By Jessica Jacobsen

SPONSORED BY: A sense of style Emerging beer IN THE TRAILER LEADING UP THE SEASON 17 PREMIERE OF BRAVO TV’S styles, flavors help “Project Runway,” host Karlie Kloss details how the fashion industry has changed and the new season will reflect that evolution. Just as styles have evolved during craft segment the past 20 years in fashion, so have the styles in the craft beer market.

“New beer styles are becoming popular largely due styles and therefore do not participate in the craft to younger consumers’ interest in diversifying their category.” beverage consumption,” says Chris Lombardo, lead In its October 2018 report titled “Beer and Craft Beer industry analyst for Los Angeles-based IBISWorld. – US,” Chicago-based Mintel details the importance of “This provides brand owners with the opportunity to “style” when beer consumers are selecting products. try new and differing styles of beers without as much of “Style is the second most important factor a risk alienating their key markets as in the past.” infl uencing beer choice, and ‘better selection of styles’ Among the styles that are experiencing measureable is the leading reason driving increased consumption growth are sour beers. Patrick Livingston, director of among those who have increased their consumption in client insights of beer, wine and spirits for Chicago- the past year,” the report states. “Open-end responses based Information Resources Inc. (IRI), notes that the included in our custom consumer survey indicate beer style’s sales are up nearly 40 percent. consumers may feel increasingly knowledgeable about “I think that craft brewers are looking to introduce beer and, thus, are growing more comfortable in the new styles to continue to keep the segment fresh for category. Engaged beer drinkers (including younger the marketplace,” he says. “Craft beer consumers are consumers and craft drinkers) place a signifi cantly interested in choice and a unique taste portfolio that higher-than-average level of importance on style, will allow them to experience new beers and share that suggesting that messaging that gets specifi c about the experience with their friends. beer style and its components’ impact on the fl avor and “I think the idea of sour growing is largely because drinking experience may fi nd appeal.” sour is very well differentiated from the other craft Although varying styles can offer more opportunities beer styles in terms of its taste profi le,” Livingston for craft beer, the top style remains IPAs, which account continues. “Thus, it helps add to the craft beer for a 31.5 percent share of the craft beer segment, IRI’s drinker’s portfolio, if you will, and allow them to have Livingston says. Additionally, sales of the beer were up more taste experiences as they are trying new craft 12.5 percent, he notes. beers and new styles.” Like any emerging beverage segment, craft beer Livingston adds that style innovation is a key caught the attention of larger players that sought

>> Sour beer styles are up nearly fi 40 percent in sales, IRI’s Patrick component to success of the craft beer segment. For to realize the bene ts. “While the number of craft Livingston says. (Image courtesy example, he calls attention to craft brewers that have breweries continues to expand at substantial of Upslope Brewing Co.) developed hazy IPAs, a lighter version of the traditional rates, many older players in the segment are IPA; lagers; and brewing being acquired by global breweries,” IBISWorld’s with coffee ingredients. Lombardo says. “For instance, Magic Hat Brewing Top craft beers Brian Sudano, Co., Ballast Point Brewing Co. and Lagunitas (Brand family) managing partner Brewing Co. were once considered signifi cant players for New York-based in the segment. Now, these breweries are owned by Beverage Marketing major beer brands and are no longer classifi ed as DOLLAR % CHANGE VS. CASE SALES % CHANGE VS. SALES PRIOR YEAR PRIOR YEAR Corporation (BMC), craft breweries.” echoes similar Although some craft brewers have joined forces Blue Moon $334,297,713 -1.9 9,907,721 -3.4 sentiments about the with global brewers, local craft breweries remain in Samuel Adams $256,654,585 -7. 2 7,607,906 -8.1 opportunities that beer vogue to help fi ll consumers’ thirst for new beers and Sierra Nevada $252,064,642 3.2 7,171,843 1.2 style differentiation can styles. New Belgium $201,593,640 -3.3 5,521,410 -7.9 offer to craft brewers. “We also see there is continued growth in smaller Lagunitas $182,753,832 0.7 4,748,144 1.6 “As craft brewers try craft brewers,” IRI’s Livingston says. “I believe that to penetrate mainstream there is a large local piece to that, meaning that the Leinenkugel Specialty $151,680,816 -16 4,791,078 -16.9 consumers that seek smaller craft brewers tend to cater to a local market. easier-to-drink beers, They are very strong. Any craft beer looking to Shiner $132,941,774 -2.6 3,969,444 -3 other styles will become expand to a broader distribution faces the fact that Founders $108,183,412 32.4 3, 387,0 61 37. 8 more prevalent to they will be launching their product in new markets Shock Top $92,058,148 -17.2 3,147,277 -13.8 include sours and that are not local home turf and therefore they tend Stone $79,823,404 16.9 1,753,380 10.8 lagers,” he says. “[They] to have diffi culty in maintaining high sales rates and Total sales* $4,209,673,166 2.5 111,921,039 1.2 broaden the consumer velocities as they expand into new markets. I think *Includes brands not listed. base by attracting beer that is why smaller craft brewers are doing well. Source: Information Resources Inc. (IRI), Chicago. Total U.S. supermarkets, drug stores, gas and convenience stores, mass consumers that reject Because it’s a little bit easier to maintain higher sales merchandisers, military commissaries, and select club and dollar retail chains for the 52 weeks ending Dec. 30, 2018. more complex beer rates and velocity on your home turf.” BI

30 | Beverage Industry | MARCH 20162019 | bevindustry.com Case Study: The Brewers Association’s Independent Craft Brewer Seal

DAVID VS. GOLIATH: HOW CRAFT BREWERS FOUGHT BACK AGAINST BIG BEER SPONSORED BY: State of the Industry 2019

Beer market explores more ways to drive growth WITH DOLLAR SALES REACHING APPROXIMATELY $112 BILLION, THE U.S. BEER market continues to be one of the top categories based on dollar sales in the overall beverage industry, according to Chicago-based Mintel. However, although dollar sales have seen slight increases, volume sales continue to remain challenged. “The beverage alcohol market continues to evolve with sensitive consumers. This has resulted in improved value beer losing share to both spirits and wine,” said Brian beer trends but worsening of the premium domestic beer Sudano, managing partner for New York-based Beverage segment. Overall, this is negative for domestic dollar sales.” Marketing Corporation (BMC), in Beverage Industry’s March However, not all segments of the beer market have issue. “The continued splintering of consumer’s considered struggled. The imported beer market has outpaced the brand set that includes spirits and wine in more occasions overall beer market in dollar and case sales. Based on will continue to put pressure on beer per caps.” recent insights, the segment’s performance continued Because of this splintering, members of the beer throughout 2018 and experts forecast a positive impact on community are looking to tackle these challenges through the market in 2019. a group effort. At its 81st convention, the National Beer “Our data suggests imported beer is growing quicker Wholesalers Association unveiled the Beer Growth than the domestic beer category and this trend is expected Initiative (BGI), an industry-wide effort to improve the to continue over the next five years, especially [because] category health of the beer industry. Mexican brands are performing very strongly,” said Chris In partnership with the Brewers Association and the Beer Lombardo, lead industry analyst for Los Angeles-based Institute, the effort is designed to identify opportunities IBISWorld. to grow the beer category while bringing together large BMC’s Sudano also detailed the importance that brewers, small brewers, distributors and industry experts Mexican imports have had on the beer segment. to address beer’s steady decline during the past few years, “Mexican imports have been outpacing market,” he the association says. As the beer market looks to increase said. “We expect this trend to continue as brands have volume growth, many experts note the impact that the mass hit significant scale which commands more shelf space. market domestic beer segment will have on that goal. Recent innovation and market activation has also drove “Many argue that the beer category cannot return incremental volume and driven sales.” to health in the short term without a healthy premium According to IBISWorld’s Lombardo, Mexican beer core,” said Patrick Livingston, director of client insights imports account for nearly two-thirds of the U.S. import of beer, wine and spirits for Chicago-based Information beer market. Resources Inc. (IRI). The craft beer segment also has been a growth avenue When adding the sub-premium domestic beer segment, for the overall beer market. However, as this market

(Images courtesy of Anheuser-Busch and these make up approximately two-thirds of beer market matures, brewers have been experimenting with more Constellation Brands Inc.) share, he added. “These are very large segments and style iterations to drive growth. they’re very “New beer styles are becoming popular largely due to Top total beer important to younger consumers’ interest in diversifying their beverage the health of the consumption,” IBISWorld’s Lombardo said. “This (Individual brands) beer category,” provides brand owners with the opportunity to try new Livingston said. and differing styles of beers without as much of a risk [of] DOLLAR % CHANGE VS. CASE SALES % CHANGE VS. Among the alienating their key markets as in the past.” SALES PRIOR YEAR PRIOR YEAR current trends In its October 2018 report titled “Beer and Craft Beer Bud Light $5,240,464,263 -5.6 244,593,712 -6.5 impacting the – US,” Chicago-based Mintel details the importance of Coors Light $2,251,969,544 -3.3 106,792,932 -4.4 domestic premium “style” when beer consumers are selecting products. beer market, BMC’s “Style is the second most important factor Michelob Ultra $2,018,881,076 14.9 76,025,389 13.8 Light Sudano noted that influencing beer choice, and ‘better selection of styles’ Miller Lite $2,011,382,425 -0.6 96,468,208 -1.4 premiumization is the leading reason driving increased consumption Modelo Especial $1,868,691,454 18.9 60,768,447 16.8 continues to be at among those who have increased their consumption in the forefront. “The the past year,” the report stated. “Open-end responses Budweiser $1,851,823,362 -4.8 85,732,027 -5.9 long-term trend included in our custom consumer survey indicate Corona Extra $1,748,286,932 -0.5 52,809,220 -2.1 is to trade up,” he consumers may feel increasingly knowledgeable about Natural Light $997,685,170 2.1 64,702,192 2.9 said. “Recently, beer and, thus, are growing more comfortable in the Busch Light $842,592,408 -0.9 53,131,636 -2.2 the majors have category. Engaged beer drinkers (including younger Heineken $760,696,883 -0.4 23,376,056 -1.6 gotten aggressive consumers and craft drinkers) place a significantly on price within higher-than-average level of importance on style, Category total* $35,879,035,835 2.4 1,480,445,100 0.2 the value segment suggesting that messaging that gets specific about the *Includes brands not listed. making beer more beer style and its components’ impact on the flavor Source: Information Resources Inc. (IRI), Chicago. Total U.S. supermarkets, drug stores, mass merchandisers, gas and BI convenience stores, military commissaries, and select club and dollar retail chains for the 52 weeks ending May 19. competitive to price- and drinking experience may find appeal.”

SOI - 30 | Beverage Industry | JULY 2019 | bevindustry.com The State of Craft Beer

crresearch.com/blog/state-craft-beer

If you keep thinking that everywhere you turn there's a new craft brewery popping up—it’s not just your imagination. A craft beer revolution has swept over America. Whether you enjoy a good IPA or you prefer a dark porter, it’s likely that you can find a craft beer or brewery not too far from your doorstep.

We decided to take a closer look at the craft beer industry to determine where craft beer is most popular. We also measured the growth of craft beer within the last decade and its economic impact per capita. Here’s what we found in our research.

FERMENTING CHANGE How craft breweries are evolving in an increasingly competitive beer market.

Story by JOSHUA M. BERNSTEIN Photos by MEAGAN KLEMENTOWSKI, AUBRIE LEGAULT and MICHAEL PIAZZA

september/october 2019 ~ imbibemagazine.com 39 Brand Shares | Global - Historical Owner | Historical | % breakdown

Geography Category Brand Name Company Name (GBO) Data Type 2013 2014 2015 2016 2017 2018 USA Beer Bud Light Anheuser-Busch InBev NV Total Volume 20.5 20.1 19.5 18.8 18.0 17.2 USA Beer Coors Light Molson Coors Brewing Co Total Volume 9.0 8.6 8.3 8.3 8.2 8.0 USA Beer Miller Lite Molson Coors Brewing Co Total Volume - - - 6.3 6.3 6.2 USA Beer Budweiser Anheuser-Busch InBev NV Total Volume 7.8 7.4 7.1 6.4 6.2 5.9 USA Beer Busch Anheuser-Busch InBev NV Total Volume 5.9 5.7 5.5 5.6 5.7 5.6 USA Beer Modelo Constellation Brands Inc Total Volume 1.9 2.4 2.8 3.4 4.0 4.6 USA Beer Natural Anheuser-Busch InBev NV Total Volume 5.1 4.8 4.5 4.5 4.4 4.6 USA Beer Corona Extra Constellation Brands Inc Total Volume 3.6 3.8 4.0 4.3 4.4 4.4 USA Beer Michelob Ultra Anheuser-Busch InBev NV Total Volume 1.9 2.0 2.4 2.9 3.2 3.7 USA Beer Miller Molson Coors Brewing Co Total Volume - - - 2.7 2.7 2.7 USA Beer Pabst Blue Ribbon Intermediate Holdings LLC Total Volume - 2.2 2.1 2.1 2.1 2.0 USA Beer Heineken Heineken NV Total Volume 2.1 2.0 2.0 2.0 2.0 1.9 USA Beer Keystone Light Molson Coors Brewing Co Total Volume 1.9 1.8 1.7 1.6 1.6 1.7 USA Beer Yuengling Yuengling Brewery Total Volume 1.2 1.3 1.3 1.3 1.2 1.3 USA Beer Bud Ice Anheuser-Busch InBev NV Total Volume 1.0 1.1 1.1 1.2 1.2 1.3 USA Beer Milwaukee's Best Molson Coors Brewing Co Total Volume - - - 1.3 1.3 1.2 USA Beer Stella Artois Anheuser-Busch InBev NV Total Volume 0.7 0.7 0.9 1.0 1.1 1.1 USA Beer Blue Moon Molson Coors Brewing Co Total Volume 1.0 1.0 1.1 1.1 1.1 1.1 USA Beer Samuel Adams Boston Beer Co Inc, The Total Volume 1.3 1.4 1.4 1.2 1.1 1.0 USA Beer Coors Molson Coors Brewing Co Total Volume 0.8 0.8 0.9 0.9 0.9 0.9 USA Beer Dos Equis XX Heineken NV Total Volume 0.8 0.9 0.9 1.0 1.0 0.9 USA Beer Tecate Heineken NV Total Volume 0.7 0.7 0.7 0.8 0.8 0.8 USA Beer Steel Reserve Molson Coors Brewing Co Total Volume - - - 0.6 0.7 0.7 USA Beer Corona Light Constellation Brands Inc Total Volume 0.5 0.5 0.5 0.6 0.7 0.7 USA Beer Rolling Rock Anheuser-Busch InBev NV Total Volume 0.5 0.6 0.7 0.6 0.6 0.6 USA Beer Guinness Diageo Plc Total Volume 0.5 0.5 0.5 0.5 0.5 0.6 USA Beer Redd's Molson Coors Brewing Co Total Volume - - - 0.5 0.5 0.5 USA Beer Icehouse Molson Coors Brewing Co Total Volume - - - 0.5 0.5 0.5 USA Beer Labatt Florida Ice & Farm Co SA Total Volume 0.6 0.5 0.5 0.5 0.5 0.5 USA Beer Old Milwaukee Blue Ribbon Intermediate Holdings LLC Total Volume - 0.4 0.4 0.4 0.4 0.4 USA Beer Pacífico Constellation Brands Inc Total Volume 0.2 0.2 0.2 0.3 0.3 0.3 USA Beer Leinenkugel Molson Coors Brewing Co Total Volume - - - 0.3 0.4 0.3 USA Beer Sierra Nevada Sierra Nevada Brewing Co Total Volume 0.4 0.4 0.4 0.4 0.3 0.3 USA Beer Colt 45 Blue Ribbon Intermediate Holdings LLC Total Volume - 0.3 0.3 0.3 0.3 0.3 USA Beer Fat Tire Amber Ale New Belgium Brewing Co Total Volume 0.3 0.3 0.3 0.3 0.3 0.3 USA Beer Lagunitas Heineken NV Total Volume - - - - 0.3 0.3 USA Beer Olde English 800 Molson Coors Brewing Co Total Volume - - - 0.3 0.3 0.3 USA Beer Michelob Anheuser-Busch InBev NV Total Volume 0.3 0.3 0.3 0.3 0.2 0.2 USA Beer King Cobra Anheuser-Busch InBev NV Total Volume 0.4 0.3 0.3 0.3 0.2 0.2 USA Beer Shock Top Anheuser-Busch InBev NV Total Volume 0.3 0.3 0.3 0.3 0.2 0.2 USA Beer Beck's Anheuser-Busch InBev NV Total Volume 0.2 0.2 0.2 0.2 0.2 0.2 USA Beer Shiner Bock Gambrinus Co, The Total Volume 0.2 0.2 0.2 0.2 0.2 0.2 USA Beer Keystone Molson Coors Brewing Co Total Volume 0.2 0.2 0.2 0.2 0.2 0.2 USA Beer Foster's Molson Coors Brewing Co Total Volume - - - 0.2 0.2 0.2 USA Beer O'Doul's Anheuser-Busch InBev NV Total Volume 0.2 0.2 0.2 0.2 0.2 0.2 Power Hour: Nielsen Shares 2019 Craft Beer Consumer Insights

brewbound.com/news/power-hour-nielsen-shares-2019-craft-beer-consumer-insights

Justin Kendall July 23, 2019

It’s an age-old question: What does a “craft beer drinker” look like?

According to market research firm Nielsen, which presented findings from its newest “Craft Beer Insights Poll” (CIP) during a Brewers Association-sponsored webinar last week, the average weekly craft beer drinker is primarily male, between the ages of 21 and 44, and makes between $75,000 and $99,000 annually.

However, those demographics are beginning to shift among less frequent consumers of craft, with 79 percent of women considering themselves monthly drinkers.

During the BA’s “Power Hour” webinar, members of Nielsen’s beverage alcohol team — Caitlyn Battaglia and Danelle Kosmal — shared the results of the fifth annual CIP survey, which was conducted by the Harris Poll between May 18-26 and commissioned by the BA.

The 20-minute online survey asked 1,100 21-plus craft beer drinkers about their consumption habits. Nielsen classified the respondents as either a “weekly craft drinker” (45 percent of respondents) or a “regular craft beer drinker” (55 percent), who drinks beer several times annually.

1/7 Millennials Are Drinking Less All-Around, But is it a Cultural Shift?

civicscience.com/millennials-are-drinking-less-all-around-but-is-it-a-cultural-shift

Kaitlin Augustine December 11, 2018

Image Credit: Photo by Kelsey Knight on Unsplash With ever-changing trends in drinking, from the rise of craft alcohol popularity to the cultural shift of happy hours, one trend sticks out. Several studies have shown that older Millennials have been drinking less. According to our data, all but one category of alcohol has seen an increase in those who say they never drink it. Total Beer/Ale: Brand: Sam Adams Light

Source: 2019 Spring GfK MRI Weighted to Population (000) - Sample: 79 - Weighted (000): 716 - Base: All - Index Filter: 0-314 - Reach Filter: 0-71% * Sample Size < 50 Total Beer/Ale: Brand: Sam Adams Light

Source: 2019 Spring GfK MRI Weighted to Population (000) - Sample: 79 - Weighted (000): 716 - Base: All - Index Filter: 50-250 - Reach Filter: 3-26% * Sample Size < 50 Total Beer/Ale: Brand: Sam Adams Light

Source: 2019 Spring GfK MRI Weighted to Population (000) - Sample: 79 - Weighted (000): 716 - Base: All - Index Filter: 41-238 - Reach Filter: 1-77% - Sorted by Index * Sample Size < 50 Total Beer/Ale: Brand: Sam Adams Light

Source: 2019 Spring GfK MRI Weighted to Population (000) - Sample: 79 - Weighted (000): 716 - Base: All - Index Filter: 0-438 - Reach Filter: 0-64% - Sorted by Index * Sample Size < 50 Total Beer/Ale: Brand: Sam Adams Light

Source: 2019 Spring GfK MRI Weighted to Population (000) - Sample: 79 - Weighted (000): 716 - Base: All - Index Filter: 21-196 - Reach Filter: 0-70% * Sample Size < 50

Increases and decreases in craft beer consumption due to CBD use among consumers in the United States in 2018, by age group Net gains or losses of craft beer drinking due to CBD U.S. 2018, by age group

Consuming more often Consumption unchaged Consuming less often Net gain/loss Frequently use both on the same occasion

80.0% 68.8% 70.0% 62.3% 60.0% 53.4%

50.0% 47%

40.0% 35.5% 32.8% 28.6% 28.2% 30.0% 23% 22.2% 22.9% 17.5% 18% 18% 19.1% 20.0% 14.8% 10.6% Share of respondents 8.2% 8.3% 10.0%

0.0%

-10.0%

-20.0% -14.6% 21 to 34 years 35 to 44 years 45 to 54 years 55 years and older

Note: United States; 2018 Further information regarding this statistic can be found on page 51. 27 Source(s): Brewers Association; High Yield Insights; ID 1043771 Consumer behavior