Beer in The US

BEER IN THE US
Euromonitor International
June 2015
BEER IN THE US
Passport
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Production, Imports and Exports .................................................................................................. 2
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 4
Category Background ................................................................................................................... 4
Lager Price Band Methodology ................................................................................................ 4
Summary 1
Table 1
Lager by Price Band 2014 ............................................................................ 4

Number of Breweries 2009-2014 ................................................................. 5
Category Data .............................................................................................................................. 5

Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Table 17
Table 18
Table 19
Table 20
Table 21
Sales of Beer by Category: Total Volume 2009-2014 .................................. 5

Sales of Beer by Category: Total Value 2009-2014 ..................................... 6
Sales of Beer by Category: % Total Volume Growth 2009-2014.................. 6
Sales of Beer by Category: % Total Value Growth 2009-2014..................... 7
Sales of Beer by Off-trade vs On-trade: Volume 2009-2014 ........................ 7
Sales of Beer by Off-trade vs On-trade: Value 2009-2014 ........................... 7
Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014 ....... 7
Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014 .......... 8
GBO Company Shares of Beer: % Total Volume 2010-2014 ....................... 8
NBO Company Shares of Beer: % Total Volume 2010-2014 ....................... 9
LBN Brand Shares of Beer: % Total Volume 2011-2014.............................. 9
Production, Imports and Exports of Beer: Total Volume 2008-2013 .......... 10
Imports of Beer by Country of Origin: Total Volume 2008-2013 ................. 10
Imports of Beer by Country of Origin: Total Value 2008-2013 .................... 11
Exports of Beer by Country of Destination: Total Volume 2008-2013 ........ 11
Exports of Beer by Country of Destination: Total Value 2008-2013 ........... 12
Forecast Sales of Beer by Category: Total Volume 2014-2019 ................. 13
Forecast Sales of Beer by Category: Total Value 2014-2019 .................... 13
Forecast Sales of Beer by Category: % Total Volume Growth 20142019 ........................................................................................................... 14
Forecast Sales of Beer by Category: % Total Value Growth 20142019 ........................................................................................................... 14
BEER IN THE US
BEER IN THE US
HEADLINES
Total beer volume sales in the US rise by 1% in 2014, amounting to 24.4 billion litres
Craft beer thrives at the expense of mid-priced and economy domestic lagers
Ale sees the fastest total volume growth in 2014, increasing by 12% to 1.4 billion litres
The average unit price of beer increases by 2% in 2014
Anheuser-Busch maintains its strong lead in beer with a 45% volume share
Total beer volume is expected to decline by 1% over the forecast period
TRENDS
Craft beer in the US continued to agitate the beer market in the US. Driven by the millennial
generation, consumers are shifting their tastes from affordable domestic lagers to premium
craft beers. Craft beers, most abundant in ale, weissbier/weizen/wheat, and stout styles, have
been able to capture consumer attention through high-quality products typically produced
locally. Growing parallel to craft beers are changing consumption habits, with craft beer
drinkers opting for lower total beer volume consumption if it means drinking a higher-quality,
more expensive product. These shifts are most recognisable within domestic mid-priced
lagers and domestic economy lagers, which exhibited total volume declines of 1% and 3%,
respectively, in 2014. As a result, these combined domestic lagers lost total beer volume
share, which declined from 69% in 2013 to 67% in 2014.
Euromonitor International has informally adopted the same definition the US Brewers
Association uses to define a craft brewery. As such, a craft brewer is defined as a brewery
with production of less than six million barrels per year, that is independent (less than 25%
ownership of another alcohol beverage industry member), and traditional. By these
definitions, the Boston Beer Co is considered a craft brewer whilst Yuengling Brewery is not.
Additionally, perceived craft beer brands like Blue Moon and acquired craft brewers like
Goose Island are not considered craft beers in the US, but rather craft-like beers.
Total volume growth was barely up by 1% in 2014, slightly better than the historic period
CAGR, which was flat and slightly negative, despite a growth in the population of Americans
21 years of age or older by 1% in 2014 and 1% CAGR over the historic period. Flat volume
sales of beer are a result of consumers shifting from high volume consumption to high value
consumption. Whereas in the past consumers favoured light domestic lagers which can be
consumed in high volumes, Americans today are forgoing high volume consumption for
premium-quality, heavy craft beers. As such, total litres of beer consumed per legal drinking
person in the US declined from 113 in 2009 to 105 in 2014.
Of the various beer categories, ale grew the fastest in 2014, gaining 12% in total volumes
sales to reach 1.4 billion litres. Ale is the beer category most representative of the craft beer
market tracked by Euromonitor International, with more than half of all craft beer volume
estimated to fall under ale and craft beer representing approximately 75% of ale volume
sales.
Driven by premium-quality beers, the average unit price of beers rose by 2% in 2014, to
US$4.12 per litre. Strong unit price gains in dark beers and stout, 3% and 4%, were offset by
lager unit prices which gained only 1% in 2014. The high unit price of dark beer and stout
relative to other beers, US$7.80-8.10 per litre compared to an average unit price for lagers of
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BEER IN THE US
US$3.80, is a result of the high prevalence of craft beers in these beer styles, as well as
higher on-trade consumption.
The largest category in terms of volume sales continued to be mid-priced standard lager,
which accounted for a 45% share of total US beer volume sales in 2014. In fact, the top four
brands in the beer category are all standard lagers Bud Light, Coors Light, Budweiser and
Miller Lite. However, this category has been in decline since the recession and a trend toward
polarisation continues, where consumers either buy cheaper economy beers or more
expensive premium beers. Younger millennials are also a cause for concern, as they are
avoiding drinking what their parents drink (ie, standard lagers) and are open to other
beverage choices.
Aside from several of the larger craft breweries, craft beers in the US are typically regionally
distributed in the area surrounding their brewery. Whilst the genesis of craft brewing in the US
is often attributed to states like Oregon and Colorado, craft breweries have materialised
across the US, but remain more common in urban areas.
Brands identified as light or lite in Euromonitor Internationals beer brand shares aggregate
to 46% of total US beer sales by volume. Whilst certainly still representing a strong share of
total beer, light/lite beer has lost 4% share since 2009 when it represented 50% of total beer
volume and sales declined at a CAGR of -2% over the same period to reach 11 billion litres in
2014.
Off-trade sales accounted for 73% of total beer sales by volume in the US in 2014. Whilst this
share is relatively stable at the total beer level, there are evident inconsistencies when beer is
a viewed by category, which are hidden by the size and consistency of lagers. Craft beers
have a dramatically different split of beers sold between on-trade and off-trade as they
typically rely on bars and pubs for draft beer consumption much more so than mass-produced
beers. As such, beer categories with a strong presence of craft beers are skewed much more
towards on-trade consumption. For example, in 2014 48% of ale volume was sold in the offtrade. However, as craft brewers grow in size and become more established, they are able to
expand distribution through more retail channels, and consequently these categories
experience a shift in volume sales towards the off-trade.
PRODUCTION, IMPORTS AND EXPORTS

Around 93% of all beer purchased in the US is produced at a domestic facility as of 2013. As
the country is one of the heaviest consumers of beer, it is cheaper for manufacturers to
produce and ship the product from within the US. Mexico is the largest beer exporter to the
US, accounting for nearly 58% of all imported beer. Mexican brands do not need to travel
overseas to reach US consumers, a factor which helps to keep prices low. In addition,
Mexican beers have an aura of vacation and relaxation that appeals to many US consumers.
Euromonitor Internationals data is generally in line with the US governments apparent
consumption data and beer manufacturers shipment data. Alcohol, including beer, is a highly
taxed item, subject to state, federal and import taxes. Due to the heavy scrutiny from tax
revenue, beer sales are typically well tracked in the US. A delay in shipment might explain
slight discrepancies.
COMPETITIVE LANDSCAPE
Anheuser-Busch InBev (A-B InBev) is the largest US beer manufacturer, accounting for a
45% share of total volume sales in 2014. Two of the companys brands Bud Light and
Budweiser are still amongst the top five beer brands in the US, whilst Natural Light slipped
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BEER IN THE US
to the sixth position in terms of volume sales in 2013. Although A-B InBev is very strong in the
US market, its sales declined by 11% over the review period, falling to 11.0 billion litres. The
company has been affected by the overall decline of the beer category and the popularity of
craft beers. Real growth for the company is coming from other categories such as cider/perry
and malt-based RTDs, with its continued diversification strategy paying off. Anheuser-Busch
showed volume growth in cider/perry, whilst its malt-based RTD brand Bud Light Lime-a-Rita
was a star performer in RTDs/high-strength premixes.
The Brewers Association made a splash in February 2015 when it changed what constituted
traditional in its craft beer definition. Previously, the Brewers Association stated that beers
brewed using adjuncts of maize, corn, or rice were not traditional, but this specification has
been removed. The Brewers Association stated that it felt the exclusion of these ingredients
as adjuncts placed restrictions on brewing ingredients, and was therefore not in line with the
spirit of craft beer production which often includes experimentation with different ingredients to
elicit unique sensory profiles. The change in interpreting traditional launched Yuengling
Brewery to the number one position in craft brewery ranking by volume. Whilst meeting the
Brewers Association specifications on volume production and independence, labelling
Yuengling as craft beer is controversial as popular perception typically does not include
Yuengling in craft beer.
Lagunitas Brewing Co, one of the largest US craft brewers by volume produced, experienced
68% volume sales growth in 2014. The brewery, founded in Lagunitas, California in 1993, and
moved to nearby Pentaluma in 1994, opened a new brewery in Chicago, Illinois in April 2014.
The new brewery added 600,000 barrels to the companys brewing capacity and cut costs
associated with distribution to the Midwest and Eastern US. Much of Lagunitas 2014 volume
gains can be attributed to increased production and distribution capabilities created by the
new Chicago brewery, but the companys well-regarded beers and reputation have also
contributed to growth.
Lager, a beer style where craft beers are less prevalent, has been, generally speaking,
segmented into growing imported lagers and declining domestic lagers. This distinction is
especially identifiable amidst Mexican imported lager, largely dominated by Constellation
Brands, which owns Corona, Modelo and Pacifico brands. In 2014, Constellation Brands grew
by 8% to reach 2.2 billion litres and represented 7% of total beer volume sales. Heineken
USAs Mexican imported lager Tacate Light and Dos Equis XX similarly experienced
astounding growth of 50% and 20%, respectively. Mexican lagers in the US have found
resonance in the space between craft beers and traditional domestic lagers as they are
oftentimes considered more premium and appeal to both the growing Hispanic-American
population and consumers looking for a slice of paradise.
In 2015, mass-produced beers from Anheuser-Busch InBev and MillerCoors became hard to
brew. In a highly charged 2015 Super Bowl advertisement, A-B InBev was dismissive towards
craft beers, touting its Budweiser brand as a macro beer for people who have no interest in
analysing the finer aspects of their beer. Possibly the most controversial part of the
commercial was the claim that Budweiser is brewed the hard way, which invited heavy
criticism from the craft beer industry. MillerCoors similarly claimed that its namesake beer,
Miller Lite, is one of the hardest beers in the world to brew. Whilst the commercials claims
have been disputed by many, the companies may have fulfilled their purpose by attracting so
much attention and starting a lot of conversations.
Historically, the number of breweries in the US has been steady, with 100 or so small
breweries opening and closing each year. However, due to the popularity of craft beers over
the last decade, the number of new microbreweries and brewpubs has been rapidly
expanding, with business owners wanting to capitalise on the trend. In 2014, there were 3,464
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operational breweries in the US. This is an increase of 19% from the year before and 41%
from the year prior. This number is likely to continue to grow over the forecast period as there
are more than a thousand new craft breweries in the planning stages across the nation.
PROSPECTS
Craft beer has the most room for innovation and the strongest potential for growth in the US.
Consumers with their increasingly global palates are demanding diverse offerings and indepth flavours from local and regional breweries. Craft brewers differentiate their beers by
creating genuine relationships with their consumers through storytelling and loyalty building.
They focus on the general desire of consumers to connect with the local. IPAs are considered
the most popular craft beers and they are expected to continue to do well, however, other
beer styles are expected to experience more rapid growth as consumers look to differentiate
and explore flavour profiles they are unfamiliar with. Whilst distributors worry about significant
additional investments in warehouse space, equipment, inventory and personnel for craft
beers, they also point to the fast-growing number of brands and SKUs as a potential problem.
Forecast period CAGR of total beer volume is expected to be flat, slightly negative, in line with
the historic period CAGR. Gains in styles commonly attributed to craft beers are expected to
offset declines experienced in domestic economy and mid-priced lagers. Ale is expected to
show the fastest volume forecast CAGR, 8%, to reach 2 billion litres in 2019 whilst domestic
economy lager total volume will decline at a CAGR of -3%.
The largest threat to forecast growth comes from other alcoholic drink types. Whilst craft beer
is currently the driver of growth in beer volume, this growth could fall flat as the craft beer
market reaches saturation and consumers look to other areas for craft innovation. Spirits
poses the greatest threat of craft substitution and is already a high focus area, albeit in a
stage of infancy. Currently, craft spirits are reminiscent of craft beers five years ago in that
they exist and consumers are aware of them, yet consumption is not yet at the point where it
is a threat and dominating growth.
The on-trade versus off-trade split is typically 25%-75% in terms of volume sales, with value
sales relatively even due to high on-trade prices. These splits are set to remain fairly stable
over the forecast period as the US beer industry is a mature one and no major shake-ups are
expected. If there are recessionary concerns, the off-trade channel is likely to benefit.
CATEGORY BACKGROUND
Lager Price Band Methodology
The top four beer brands in the US Bud Light, Budweiser, Coors Light and Miller Lite are
all positioned within the mid-priced band, making this the most competitive segment in the
country. Each product is priced at around US$5.00-6.00 for six 12fl oz (355ml) bottles, with
systemic price increases and discounts built in around the popular summer beer drinking
months. Historically, Budweiser and Bud Light were priced at a premium compared to other
standard lager offerings due to strong brand equity. However, beer price wars have
essentially eliminated any differences.
Summary 1
Category
Lager by Price Band 2014
Premium
Price range per litre US$

US$2.40-4.84
BEER IN THE US
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Standard
US$1.46-2.40
Economy
US$0.84-1.45
Source:
Note:
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Price bands for lager are based primarily on price, but positioning and packaging are other factors that
are considered in classification
Table 1
Number of Breweries 2009-2014
Year
Craft
Non-Craft
TOTAL
Source:
2009
2010
2011
2012
2013
2014
1,596
57
1,653
1,754
59
1,813
1,995
38
2,033
2,401
55
2,456
2,863
54
2,917
3,418
46
3,464
US Brewers Association
CATEGORY DATA
Table 2
Sales of Beer by Category: Total Volume 2009-2014
million litres
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Flavoured/Mixed Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium
Lager
--- Imported Premium
Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced
Lager
--- Imported Mid-Priced
Lager
-- Economy Lager
--- Domestic Economy
Lager
--- Imported Economy
Lager
Non/Low Alcohol Beer
Stout
Beer
Source:
2009
2010
2011
2012
2013
2014
1,029.7
759.1
270.6
1,188.4
829.6
358.7
1,328.8
920.8
408.0
1,510.8
1,039.9
470.9
1,773.3
1,235.5
537.8
1,971.4
1,387.5
584.0
23,543.8
426.6
23,117.2
4,398.2
1,467.9
22,854.9
383.7
22,471.2
4,450.3
1,468.8
22,465.1
359.7
22,105.4
4,587.7
1,557.2
22,649.2
339.3
22,309.8
5,074.5
1,922.7
22,211.9
302.7
21,909.2
5,210.3
1,963.2
22,114.7
281.7
21,832.9
5,424.3
2,011.0
2,930.3
2,981.6
3,030.5
3,151.8
3,247.1
3,413.3
12,476.6
12,476.6
11,924.6
11,924.6
11,662.1
11,662.1
11,522.4
11,522.4
11,223.7
11,223.7
11,085.9
11,085.9
6,242.3
6,242.3
6,096.3
6,096.3
5,855.6
5,855.6
5,712.9
5,712.9
5,475.3
5,475.3
5,322.7
5,322.7
108.9
161.5
24,843.9
106.4
173.4
24,323.1
104.0
186.1
24,083.9
100.9
201.0
24,461.9
99.1
217.3
24,301.6
99.3
229.8
24,415.2
BEER IN THE US
Table 3
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Sales of Beer by Category: Total Value 2009-2014
USD million
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Standard Lager
-- Premium Lager
Lager
Lager
-- Mid-Priced Lager
Lager
Lager
-- Economy Lager
Lager
Lager
Stout
Beer
Source:
Table 4
2009
2010
2011
2012
2013
2014
7,835.8
5,912.9
1,922.9
8,870.4
6,440.7
2,429.8
9,888.6
7,160.3
2,728.3
11,242.3
8,132.4
3,109.9
13,349.4
9,747.2
3,602.2
15,283.7
11,250.7
4,033.0
82,334.1
1,906.7
80,427.4
24,867.7
8,041.7
80,499.4
1,710.7
78,788.7
25,035.2
8,018.3
79,966.9
1,608.1
78,358.8
24,664.5
7,259.9
83,795.9
1,529.9
82,266.0
27,564.8
9,215.7
82,872.4
1,215.5
81,656.9
28,191.1
9,997.1
83,142.0
1,036.4
82,105.6
29,159.6
10,481.4
16,826.0
17,016.8
17,404.6
18,349.1
18,194.0
18,678.1
39,210.3
39,210.3
37,206.9
37,206.9
37,080.5
37,080.5
37,976.1
37,976.1
37,200.4
37,200.4
37,011.3
37,011.3
16,349.4
16,349.4
16,546.7
16,546.7
16,613.9
16,613.9
16,725.1
16,725.1
16,265.5
16,265.5
15,934.7
15,934.7
433.9
1,165.1
91,768.9
422.6
1,266.3
91,058.6
408.4
1,394.1
91,658.0
402.1
1,527.8
96,968.1
398.0
1,700.2
98,320.0
397.6
1,862.7
100,686.1
Sales of Beer by Category: % Total Volume Growth 2009-2014
% total volume growth
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
Lager
- Standard Lager
-- Premium Lager
--- Domestic Premium Lager
--- Imported Premium Lager
-- Mid-Priced Lager
--- Domestic Mid-Priced Lager
--- Imported Mid-Priced Lager
-- Economy Lager
--- Domestic Economy Lager
--- Imported Economy Lager
Stout
Beer
2013/14
2009-14 CAGR
2009/14 Total
11.2
12.3
8.6
-0.4
-6.9
-0.3
4.1
2.4
5.1
-1.2
-1.2
-2.8
-2.8
0.2
5.7
0.5
13.9
12.8
16.6
-1.2
-8.0
-1.1
4.3
6.5
3.1
-2.3
-2.3
-3.1
-3.1
-1.8
7.3
-0.3
91.5
82.8
115.8
-6.1
-34.0
-5.6
23.3
37.0
16.5
-11.1
-11.1
-14.7
-14.7
-8.8
42.3
-1.7
BEER IN THE US
Source:
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Table 5
Sales of Beer by Category: % Total Value Growth 2009-2014
% local currency, current value growth
Dark Beer
- Ale
- Sorghum
Lager
- Standard Lager
-- Premium Lager
-- Mid-Priced Lager
-- Economy Lager
Stout
Beer
Source:
2013/14
2009-14 CAGR
2009/14 Total
14.5
15.4
12.0
0.3
-14.7
0.5
3.4
4.8
2.7
-0.5
-0.5
-2.0
-2.0
-0.1
9.6
2.4
14.3
13.7
16.0
0.2
-11.5
0.4
3.2
5.4
2.1
-1.1
-1.1
-0.5
-0.5
-1.7
9.8
1.9
95.0
90.3
109.7
1.0
-45.6
2.1
17.3
30.3
11.0
-5.6
-5.6
-2.5
-2.5
-8.4
59.9
9.7
Table 6
Sales of Beer by Off-trade vs On-trade: Volume 2009-2014
million litres
Off-trade
On-trade
Total
Source:
2009
2010
2011
2012
2013
2014
18,307.8
6,536.0
24,843.9
18,040.4
6,282.7
24,323.1
17,739.8
6,344.1
24,083.9
17,915.6
6,546.3
24,461.9
17,867.0
6,434.6
24,301.6
17,936.6
6,478.6
24,415.2
Table 7
Sales of Beer by Off-trade vs On-trade: Value 2009-2014
USD million
Off-trade
On-trade
Total
Source:
Table 8
2009
2010
2011
2012
2013
2014
42,713.3
49,055.6
91,768.9
42,849.8
48,208.8
91,058.6
42,630.1
49,027.9
91,658.0
44,869.3
52,098.8
96,968.1
45,597.3
52,722.7
98,320.0
46,591.0
54,095.1
100,686.1
Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014
BEER IN THE US
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% volume growth
Off-trade
On-trade
Total
Source:
2013/14
2009-14 CAGR
2009/14 TOTAL
0.4
0.7
0.5
-0.4
-0.2
-0.3
-2.0
-0.9
-1.7
Table 9
Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014
% current value growth
Off-trade
On-trade
Total
Source:
2013/14
2009-14 CAGR
2009/14 TOTAL
2.2
2.6
2.4
1.8
2.0
1.9
9.1
10.3
9.7
Table 10
GBO Company Shares of Beer: % Total Volume 2010-2014
% total volume
Company
Anheuser-Busch InBev NV
SABMiller Plc
Molson Coors Brewing Co
Constellation Brands Inc
Heineken NV
S & P Co
Yuengling Brewery
Boston Beer Co Inc, The
Diageo Plc
Florida Ice & Farm Co SA
Sierra Nevada Brewing Co
New Belgium Brewing Co
Craft Brew Alliance Inc
Gambrinus Co, The
Lagunitas Brewing Co
Sapporo Holdings Ltd
Modelo SA de CV, Grupo
North American
Breweries Inc
Foster's Group Ltd
FEMSA (Fomento
Economico Mexicano SA
de CV)
Scottish & Newcastle Plc
Anheuser-Busch Cos Inc
Redhook Ale Brewery Inc
Widmer Bros Brewing Co
High Falls Brewing Co
InBev NV SA
McKenzie River Corp
Independent Brewers
2010
2011
2012
2013
2014
48.9
16.2
13.4
4.0
2.9
1.2
1.0
0.7
0.3
0.3
0.3
0.2
0.0
0.1
5.4
0.3
48.0
15.8
13.7
4.0
3.0
1.4
1.1
0.7
0.4
0.3
0.3
0.2
0.0
0.1
5.7
0.3
47.1
15.1
13.8
4.0
3.1
1.6
1.2
0.7
0.6
0.4
0.4
0.3
0.2
0.1
0.1
5.9
-
46.0
14.5
14.0
6.4
4.0
3.1
1.6
1.3
0.7
0.5
0.4
0.4
0.3
0.2
0.1
0.1
-
45.3
14.3
13.6
7.0
4.2
3.1
1.7
1.3
0.6
0.5
0.5
0.4
0.3
0.2
0.2
0.1
-
0.2
-
BEER IN THE US
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United
Others
Total
Source:
4.6
100.0
6.4
100.0
6.6
100.0
NBO Company Shares of Beer: % Total Volume 2010-2014
% total volume
Company
MillerCoors LLC
Crown Imports LLC
Heineken USA Inc
Pabst Brewing Co
Yuengling Brewery
Boston Beer Co Inc, The
North American
Breweries Inc
Diageo-Guinness USA
Sierra Nevada Brewing Co
New Belgium Brewing Co
Craft Brew Alliance Inc
Gambrinus Co, The
Lagunitas Brewing Co
Sapporo USA
Miller Brewing Co
Anheuser-Busch Cos Inc
Labatt USA LLC
Redhook Ale Brewery Inc
Scottish & Newcastle
Importers
Molson USA LLC
Widmer Bros Brewing Co
Barton Beers Ltd
Barton Beers Ltd Gambrinus Co
Foster's USA LLC
High Falls Brewing Co
Molson Coors Brewing Co
InBev USA
McKenzie River Corp
Others
Total
Table 12
5.6
100.0
Table 11
Source:
5.1
100.0
2010
2011
2012
2013
2014
48.2
29.8
5.5
4.0
2.9
1.2
1.0
0.9
47.3
29.4
5.8
4.0
3.0
1.4
1.1
0.9
46.8
28.9
6.0
4.0
3.1
1.6
1.2
0.9
45.7
28.5
6.5
4.0
3.1
1.6
1.3
0.9
45.0
27.9
7.1
4.2
3.1
1.7
1.3
0.8
0.7
0.3
0.3
0.3
0.2
0.0
0.1
-
0.7
0.4
0.3
0.3
0.2
0.0
0.1
-
0.7
0.4
0.4
0.3
0.2
0.1
0.1
-
0.7
0.4
0.4
0.3
0.2
0.1
0.1
-
0.6
0.5
0.4
0.3
0.2
0.2
0.1
-
4.6
100.0
5.0
100.0
5.6
100.0
6.3
100.0
6.6
100.0
LBN Brand Shares of Beer: % Total Volume 2011-2014
% total volume
Brand (Global Brand
Owner)
Bud Light
Coors Light (Molson
Coors Brewing Co)
Company
2011
2012
2013
2014
MillerCoors LLC
19.2
9.3
18.7
9.5
18.3
9.6
18.3
9.3
BEER IN THE US
Passport
Budweiser
Miller Lite
(SABMiller Plc)
Corona Extra
(Constellation
Brands Inc)
Natural Light
Busch Light
Busch
Modelo Especial
(Constellation
Brands Inc)
Miller High Life
(SABMiller Plc)
Corona Extra
(Modelo SA de CV,
Grupo)
Others
Total
Source:
MillerCoors LLC
8.9
7.1
8.3
6.9
8.1
6.5
7.8
6.5
3.7
3.9
Crown Imports LLC
4.0
3.2
2.9
-
3.8
3.1
2.7
-
3.6
3.2
2.5
1.9
3.3
3.2
2.4
2.2
MillerCoors LLC
2.4
2.4
2.2
2.1
Crown Imports LLC
3.5
3.5
39.6
100.0
41.1
100.0
40.5
100.0
41.0
100.0
Crown Imports LLC
Others
Total
Table 13
Production, Imports and Exports of Beer: Total Volume 2008-2013
million litres
Beer Apparent
consumption
Beer Production
Beer Imports
Beer Exports
Source:
Note:
2008
2009
2010
2011
2012
2013
26,412.1
25,726.0
25,676.3
25,437.3
25,775.7
25,217.6
23,406.9
3,368.0
362.8
23,105.9
3,037.1
416.9
22,835.5
3,185.2
344.4
22,593.0
3,207.7
363.3
22,970.0
3,251.9
446.2
22,484.0
3,231.2
497.6
GTIS, Euromonitor International

- indicates data not available
Table 14
Imports of Beer by Country of Origin: Total Volume 2008-2013
million litres
Beer Mexico
Beer Netherlands
Beer Canada
Beer Belgium
Beer Ireland
Beer Germany
Beer United Kingdom
Beer Italy
Beer Poland
Beer Dominican Republic
Beer Czech Republic
Beer China
Beer El Salvador
Beer Korea, South
Beer Japan
Beer Thailand
Beer Denmark
2008
2009
2010
2011
2012
2013
1,596.1
771.7
367.7
123.0
109.7
137.8
116.8
19.5
12.5
15.0
15.7
7.5
6.3
2.7
1.8
2.9
3.4
1,534.1
666.1
284.5
101.2
101.8
124.7
90.8
20.0
10.8
15.5
11.8
7.3
7.8
3.0
1.8
3.8
2.7
1,605.3
655.8
316.8
130.0
100.3
143.3
94.3
22.4
11.7
14.3
11.6
6.8
6.7
3.0
2.4
3.7
3.3
1,676.8
604.5
286.3
164.6
115.9
139.5
84.3
23.1
11.4
13.4
10.8
6.7
7.3
3.0
3.1
3.3
3.3
1,787.3
615.5
249.5
181.9
110.8
92.9
82.2
25.3
12.8
15.1
10.2
7.2
5.5
3.7
2.8
3.7
3.4
1,869.4
572.2
237.4
180.8
108.2
82.8
76.0
19.2
12.2
11.6
8.2
6.1
4.0
3.9
3.7
3.5
3.1
10
BEER IN THE US
Passport
Beer France
Beer Guatemala
Beer New Zealand
Beer Spain
Beer Austria
Beer Trinidad & Tobago
Beer Russia
Beer India
Beer Others
Beer Total
Source:
Note:
2.3
1.3
4.2
0.5
0.6
1.9
1.9
1.4
43.7
3,367.9
1.8
1.3
3.1
0.5
0.7
1.5
1.8
1.3
37.7
3,037.1
2.5
1.8
2.9
0.9
0.9
1.7
1.9
1.2
39.6
3,185.2
3.0
3.0
2.8
1.4
1.2
1.6
1.8
1.2
34.3
3,207.7
2.9
2.4
2.4
2.0
1.9
1.7
1.8
1.4
25.7
3,251.9
2.8
2.1
2.0
2.0
1.9
1.5
1.4
1.2
13.9
3,231.2

Table 15
Imports of Beer by Country of Origin: Total Value 2008-2013
USD million
Beer Mexico
Beer Netherlands
Beer Belgium
Beer Canada
Beer Ireland
Beer United Kingdom
Beer Germany
Beer Italy
Beer Poland
Beer Czech Republic
Beer Japan
Beer China
Beer Thailand
Beer Denmark
Beer France
Beer New Zealand
Beer El Salvador
Beer Spain
Beer Austria
Beer Korea, South
Beer India
Beer Guatemala
Beer Jamaica
Beer Others
Beer Total
Source:
Note:
2008
2009
2010
2011
2012
2013
1,576.6
1,061.4
146.6
301.5
157.1
124.2
137.6
25.0
20.8
11.6
15.7
3.8
5.7
4.1
3.7
2.3
5.8
4.4
0.9
1.1
1.9
2.3
1.1
1.8
39.1
18.6
3,674.7
1,534.7
962.4
122.2
194.9
144.5
110.1
129.4
25.5
22.0
8.4
11.1
3.8
5.2
5.2
3.5
1.9
4.1
5.7
1.0
1.2
2.3
2.3
1.1
1.6
33.0
16.8
3,353.8
1,617.1
952.1
163.7
219.0
137.4
128.6
150.4
28.9
20.1
8.9
10.7
4.9
5.9
6.0
4.9
2.8
4.2
5.0
1.6
1.3
2.1
2.1
1.5
2.0
33.8
18.7
3,533.8
1,684.0
868.4
211.0
203.2
164.4
125.5
149.5
31.1
21.6
9.1
10.5
6.6
6.2
4.9
5.7
3.5
3.9
5.5
2.6
1.9
2.2
2.2
2.7
1.9
27.5
19.2
3,574.9
1,824.6
883.7
235.2
190.6
167.0
125.3
114.0
31.5
23.5
9.5
10.0
6.7
7.0
6.8
6.0
4.4
4.3
4.3
3.1
2.7
2.7
2.5
2.0
2.0
16.4
19.8
3,705.8
1,924.7
849.3
239.8
184.3
170.7
118.3
101.2
22.5
12.5
9.3
7.3
6.6
6.4
5.2
5.1
4.0
3.5
3.2
3.0
3.0
3.0
2.3
1.9
1.8
1.6
18.9
3,709.5

Table 16
Exports of Beer by Country of Destination: Total Volume 2008-2013
million litres
Beer Mexico
Beer Canada
Beer Chile
Beer Panama
2008
2009
2010
2011
2012
2013
121.7
113.4
2.6
12.7
113.8
187.6
3.8
15.2
108.1
106.6
12.1
18.8
119.4
81.3
21.0
20.1
124.9
88.0
48.3
25.4
154.1
88.9
57.0
33.0
11
BEER IN THE US
Passport
Beer Paraguay
Beer Australia
Beer Honduras
Beer Taiwan
Beer Korea, South
Beer United Kingdom
Beer Sweden
Beer China
Beer Colombia
Beer United Arab
Emirates
Beer Hong Kong
Beer Japan
Beer Costa Rica
Beer Bahamas
Beer Sint Maarten
Beer Singapore
Beer Guatemala
Beer Malaysia
Beer Ecuador
Beer Others
Beer Total
Source:
Note:
10.8
11.7
2.3
14.2
13.5
13.6
3.5
0.2
1.4
4.1
6.2
15.3
4.2
11.6
8.7
4.4
2.9
0.2
1.8
3.3
14.7
7.4
3.3
9.7
10.3
4.9
2.2
0.5
2.6
3.7
24.2
7.4
4.5
9.5
9.8
4.6
3.6
3.5
3.2
3.8
30.5
19.0
7.3
9.0
9.4
6.0
5.3
2.3
4.8
3.7
25.1
15.8
10.4
9.6
8.9
8.9
8.5
6.9
5.6
3.6
5.0
1.8
1.3
0.2
0.2
3.2
1.6
0.4
0.9
22.4
362.8
3.9
2.1
1.3
0.5
0.2
3.1
0.7
0.4
1.0
24.7
416.9
4.3
2.2
1.7
0.9
0.4
2.4
0.7
0.5
1.4
25.0
344.4
4.2
2.8
2.1
2.2
0.5
2.5
1.7
1.1
1.0
1.1
3.2
24.9
363.3
3.6
2.9
1.9
2.9
0.9
2.6
2.5
2.6
5.5
1.6
4.2
31.3
446.2
3.5
3.5
3.4
3.3
3.1
2.5
2.4
2.4
2.4
2.4
2.3
29.9
497.6

Table 17
Exports of Beer by Country of Destination: Total Value 2008-2013
USD million
Beer Canada
Beer Mexico
Beer Chile
Beer Paraguay
Beer Panama
Beer Australia
Beer Sweden
Beer China
Beer United Kingdom
Beer Taiwan
Beer Honduras
Beer Korea, South
Beer Colombia
Beer Japan
Beer United Arab
Emirates
Beer Bahamas
Beer Singapore
Beer Hong Kong
Beer Costa Rica
Beer Malaysia
Beer Italy
Beer Sint Maarten
Beer Brazil
Beer Others
2008
2009
2010
2011
2012
2013
103.6
86.0
2.5
7.7
7.0
11.0
2.7
0.2
7.5
10.9
1.7
9.1
1.0
1.5
3.9
177.5
84.8
3.5
6.2
9.2
14.6
3.0
0.2
3.8
9.6
2.9
5.0
1.5
1.8
3.3
188.4
84.6
9.0
15.6
11.4
5.9
3.6
0.5
5.1
8.3
2.4
5.3
2.1
2.2
3.8
133.7
95.6
14.4
26.8
11.9
6.6
5.4
4.0
4.8
8.2
3.4
5.2
2.8
2.9
4.0
144.5
102.0
31.8
38.5
15.8
15.3
8.4
2.9
6.4
8.1
5.3
5.7
4.2
3.3
3.6
163.7
126.8
41.2
30.3
20.4
15.0
14.0
9.3
9.2
8.5
7.7
6.7
4.5
4.3
3.9
1.3
3.1
1.5
2.9
0.2
0.4
0.2
0.2
0.0
21.3
1.4
3.1
0.7
2.4
0.4
0.4
0.3
0.2
0.1
22.4
1.8
2.5
0.8
2.6
0.7
0.5
0.3
0.3
0.4
23.3
2.3
2.7
1.1
2.6
1.4
1.1
0.4
1.3
0.4
3.2
23.3
2.0
2.8
2.6
2.5
2.0
1.5
1.0
1.9
0.6
1.7
34.1
3.3
2.9
2.6
2.4
2.3
2.2
2.1
2.1
1.9
1.8
31.2
12
BEER IN THE US
Passport
Beer Total
Source:
Note:
287.3
358.2
381.1
369.5
448.4
520.5

Table 18
Forecast Sales of Beer by Category: Total Volume 2014-2019
million litres
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Standard Lager
-- Premium Lager
Lager
Lager
-- Mid-Priced Lager
Lager
Lager
-- Economy Lager
Lager
Lager
Stout
Beer
Source:
2014
2015
2016
2017
2018
2019
1,971.4
1,387.5
584.0
2,179.4
1,539.3
640.1
2,351.1
1,678.1
673.0
2,518.3
1,807.9
710.4
2,662.6
1,916.9
745.7
2,774.3
2,000.4
773.9
22,114.7
281.7
21,832.9
5,424.3
2,011.0
21,821.0
270.1
21,550.9
5,551.8
2,055.6
21,539.3
260.2
21,279.1
5,685.6
2,102.3
21,324.7
250.2
21,074.5
5,816.4
2,148.0
21,161.5
243.0
20,918.6
5,950.7
2,189.0
20,966.5
241.1
20,725.4
6,070.3
2,225.0
3,413.3
3,496.2
3,583.3
3,668.4
3,761.7
3,845.3
11,085.9
11,085.9
10,842.6
10,842.6
10,600.0
10,600.0
10,420.5
10,420.5
10,285.6
10,285.6
10,116.9
10,116.9
5,322.7
5,322.7
5,156.5
5,156.5
4,993.5
4,993.5
4,837.5
4,837.5
4,682.3
4,682.3
4,538.2
4,538.2
99.3
229.8
24,415.2
99.1
244.1
24,343.6
98.7
259.5
24,248.6
98.3
271.5
24,212.8
97.3
280.6
24,202.1
97.1
285.8
24,123.7
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 19
Forecast Sales of Beer by Category: Total Value 2014-2019
USD million
Dark Beer
- Ale
- Sorghum
- Weissbier/Weizen/
Wheat Beer
Lager
- Standard Lager
-- Premium Lager
Lager
Lager
-- Mid-Priced Lager
2014
2015
2016
2017
2018
2019
15,283.7
11,250.7
4,033.0
17,209.4
12,674.0
4,535.3
18,864.8
13,974.8
4,890.0
20,507.5
15,212.4
5,295.1
21,995.3
16,291.8
5,703.4
23,275.0
17,202.5
6,072.5
83,142.0
1,036.4
82,105.6
29,159.6
10,481.4
83,189.5
1,001.6
82,187.9
30,061.2
10,860.2
83,210.8
972.4
82,238.4
30,831.3
11,118.6
83,392.8
941.5
82,451.4
31,606.3
11,407.4
83,527.4
919.5
82,607.9
32,392.1
11,674.9
83,714.1
919.0
82,795.1
33,146.9
11,935.3
18,678.1
19,200.9
19,712.7
20,198.9
20,717.1
21,211.6
37,011.3
36,556.7
36,159.3
35,895.9
35,579.7
35,308.1
13
BEER IN THE US
Passport

Lager
Lager
-- Economy Lager
Lager
Lager
Stout
Beer
Source:
Table 20
37,011.3
36,556.7
36,159.3
35,895.9
35,579.7
35,308.1
15,934.7
15,934.7
15,570.1
15,570.1
15,247.8
15,247.8
14,949.2
14,949.2
14,636.2
14,636.2
14,340.1
14,340.1
397.6
1,862.7
100,686.1
399.1
2,035.1
102,833.1
399.4
2,215.8
104,690.7
400.3
2,369.7
106,670.3
398.6
2,501.9
108,423.1
399.6
2,609.3
109,998.0
trade sources
Forecast Sales of Beer by Category: % Total Volume Growth 2014-2019
% total volume growth
Dark Beer
- Ale
- Sorghum
Lager
- Standard Lager
-- Premium Lager
-- Mid-Priced Lager
-- Economy Lager
Stout
Beer
Source:
Table 21
2014/15
2014-19 CAGR
2014/19 Total
4.2
4.4
3.8
-0.9
-0.8
-0.9
2.0
1.6
2.2
-1.6
-1.6
-3.1
-3.1
-0.3
1.8
-0.3
7.1
7.6
5.8
-1.1
-3.1
-1.0
2.3
2.0
2.4
-1.8
-1.8
-3.1
-3.1
-0.5
4.5
-0.2
40.7
44.2
32.5
-5.2
-14.4
-5.1
11.9
10.6
12.7
-8.7
-8.7
-14.7
-14.7
-2.3
24.4
-1.2
trade sources
Forecast Sales of Beer by Category: % Total Value Growth 2014-2019
% local currency, constant value growth
Dark Beer
- Ale
- Sorghum
Lager
- Standard Lager
-- Premium Lager
2014/2015
2014-19 CAGR
2014/19 TOTAL
5.8
5.6
6.5
0.2
-0.1
0.2
2.3
2.2
8.8
8.9
8.5
0.1
-2.4
0.2
2.6
2.6
52.3
52.9
50.6
0.7
-11.3
0.8
13.7
13.9
14
BEER IN THE US

-- Mid-Priced Lager
-- Economy Lager
Stout
Beer
Source:
Passport
2.4
-0.8
-0.8
-2.0
-2.0
0.2
4.3
1.5
2.6
-0.9
-0.9
-2.1
-2.1
0.1
7.0
1.8
trade sources
13.6
-4.6
-4.6
-10.0
-10.0
0.5
40.1
9.2
15

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BEER IN THE US

LIST OF CONTENTS AND TABLES

Lager by Price Band 2014 ............................................................................ 4

Category Data .............................................................................................................................. 5

Sales of Beer by Category: Total Volume 2009-2014 .................................. 5

PRODUCTION, IMPORTS AND EXPORTS

Lager by Price Band 2014

Price range per litre US$

Number of Breweries 2009-2014

Sales of Beer by Category: Total Volume 2009-2014

Sales of Beer by Category: Total Value 2009-2014

Sales of Beer by Category: % Total Volume Growth 2009-2014

% total volume growth

Sales of Beer by Category: % Total Value Growth 2009-2014

% local currency, current value growth

Sales of Beer by Off-trade vs On-trade: Volume 2009-2014

Sales of Beer by Off-trade vs On-trade: Value 2009-2014

Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014

Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014

% current value growth

GBO Company Shares of Beer: % Total Volume 2010-2014

NBO Company Shares of Beer: % Total Volume 2010-2014

LBN Brand Shares of Beer: % Total Volume 2011-2014

Crown Imports LLC

Crown Imports LLC

Production, Imports and Exports of Beer: Total Volume 2008-2013

GTIS, Euromonitor International

Imports of Beer by Country of Origin: Total Volume 2008-2013

GTIS, Euromonitor International

Imports of Beer by Country of Origin: Total Value 2008-2013

GTIS, Euromonitor International

Exports of Beer by Country of Destination: Total Volume 2008-2013

GTIS, Euromonitor International

Exports of Beer by Country of Destination: Total Value 2008-2013

GTIS, Euromonitor International

Forecast Sales of Beer by Category: Total Volume 2014-2019

Forecast Sales of Beer by Category: Total Value 2014-2019

--- Domestic Mid-Priced

Forecast Sales of Beer by Category: % Total Volume Growth 2014-2019

% total volume growth

Forecast Sales of Beer by Category: % Total Value Growth 2014-2019

% local currency, constant value growth

--- Imported Premium Lager

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