Alcoholic Drinks in the US
Euromonitor International's Alcoholic Drinks in the US market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 167 | Publication date: Jan 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Beer manages continued growth
After a slight volume sales decline in 2005, beer sales rebounded in 2006 and managed to maintain slight gains in 2007, as the ever growing popularity of premium lager and light beers made up for declines in other domestic lagers. Old traditions of building strong brand loyalties over many decades no longer work for a younger generation more interested in new, unique products and brands that break with previous generations, and, as a result, brewers large and small continue to launch new imports and craft brews, as well as limited run seasonal beers. Often, newer brands target specific ethnic groups or are launched in particular cities. As competition from wine and spirits increases, beer companies are turning to offering more choices to retain consumer interest.
Wine and spirits offer versatility
Just as beer companies have turned to new strategies for building brand awareness, wine and spirits have benefited from showcasing their versatility by breaking from traditional uses of the past. Both wine and spirits enjoyed accelerated volume growth in 2007, spurred by innovations such as smaller portable single-serve wine sizes that allow consumption on new occasions, new and exotic flavours added even to new spirits types like tequila, and a marketing emphasis on trendy mixed drinks of the moment, such as the mojito.
Appealing to a younger generation
Alcohol drinks manufacturers continue to find success by attracting the attention of an emerging demographic of younger “Generation Y” consumers. Imported “critter” wines and irreverent labels offer a different choice from the more traditional wines, and have helped make wine accessible to young consumers just forming their drinking preferences. Spirits infused with ingredients for energy or promoted as mixers for energy drinks in on-trade channels have gained favour among a younger crowd. Beer companies, too, have turned to web-based marketing and the social networking sites popular with Generation Y to promote their brands. Such efforts offer a more individualised choice to young people than the mass-market brands and campaigns of the past.
Premium brands among fastest growers
Premium brands continue to show strong growth across beer, wine and spirits, as consumers prove willing to trade up for higher quality. Manufacturers are increasingly taking steps to educate consumers on the alcohol production process and the differences in quality, in an effort to make premium priced brands more appealing. Many categories, such as vodka, tequila and still wines, have seen further segmentation into super-premium brands, carrying with them greater status. The higher prices and often limited production runs of super-premium brands add to their exclusivity. They are also connected to on-trade events at popular clubs and bars in major cities, and are associated with celebrities. On-trade establishments are using signature cocktails to stand out, and there is growing demand among consumers to discover and be seen with the latest premium brands.
Mergers change competitive landscape
As has been the case throughout the review period, mergers continued to reshape the US alcoholic drinks market in 2007. The most notable was the October 2007 announcement that Miller Brewing Co and Coors Brewing Co would combine their US operations, creating a larger domestic rival to market leader Anheuser-Busch. Other deals included Constellation Brands’ purchase of Sveda Vodka and the Beam Wine Estates portfolio of wines, and Campari’s purchase of Cabo Wabo tequila. Looming on the horizon remains the proposed sale of the V&S Vin and Sprit portfolio, including Absolut vodka, scheduled to occur in 2008, with several major bidders.
Table of contents
ALCOHOLIC DRINKS IN THE US : MARKET INSIGHT
EXECUTIVE SUMMARY
Beer manages continued growth
Wine and spirits offer versatility
Appealing to a younger generation
Premium brands among fastest growers
Mergers change competitive landscape
KEY TRENDS AND DEVELOPMENTS
The rise of Generation Y
Individualised marketing
Premiumisation drives revenue and profitability growth
Growing multiculturalism creates sources of differentiation
Three-tiered distribution challenged
Specialist Retailers
Market Merger and Acquisition Activity
Summary 1 Speculated Merger and Acquisition Activity 2006-2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007 – Budweiser
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007 – Beringer
Table 5 Selling Margin of a Typical Imported Wine Brand 2007 – Yellow Tail
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2007 – Jack Daniel’s
Table 7 Selling Margin of a Typical Imported Spirits Brand 2007 – Bacardi
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 2 Research Sources
LOCAL COMPANY PROFILES - USA
ANHEUSER-BUSCH COS INC - ALCOHOLIC DRINKS - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Anheuser-Busch Cos Inc: Key Facts
Summary 4 Anheuser-Busch Cos Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Anheuser-Busch Cos Inc: Competitive Position 2006
BARTON BEERS LTD - ALCOHOLIC DRINKS - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Barton Beers Ltd: Key Facts
Summary 7 Barton Beers Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Barton Beers Ltd: Competitive Position 2006
COORS BREWING CO - ALCOHOLIC DRINKS - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Coors Brewing Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Coors Brewing Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 11 Coors Brewing Co: Competitive Position 2006
GAMBRINUS CO, THE - ALCOHOLIC DRINKS - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 The Gambrinus Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 The Gambrinus Co: Competitive Position 2006
HEINEKEN USA INC - ALCOHOLIC DRINKS - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Heineken USA Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Heineken USA Inc: Competitive Position 2006
MILLER BREWING CO - ALCOHOLIC DRINKS - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Miller Brewing Co: Key Facts
Summary 17 Miller Brewing Co: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Miller Brewing Co: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 19 Miller Brewing Co: Competitive Position 2006
PABST BREWING CO - ALCOHOLIC DRINKS - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Pabst Brewing Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 Pabst Brewing Co: Competitive Position 2006
WINE GROUP INC, THE - ALCOHOLIC DRINKS - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 22 The Wine Group Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 23 The Wine Group Inc: Competitive Position 2006
YUENGLING BREWERY - ALCOHOLIC DRINKS - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Yuengling Brewery: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 Yuengling Brewery: Competitive Position 2006
BEER IN THE US
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price band methodology
Summary 26 Lager by Price Band 2007
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN THE US
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Sales of Cider/Perry: Total Volume 2002-2007
Table 45 Sales of Cider/Perry: Total Value 2002-2007
Table 46 Sales of Cider/Perry: % Total Volume Growth 2002-2007
Table 47 Sales of Cider/Perry: % Total Value Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of Cider/Perry: Volume 2002-2007
Table 49 On-trade vs Off-trade Sales of Cider/Perry: Value 2002-2007
Table 50 On-trade vs Off-trade Sales of Cider/Perry: % Volume Growth 2002-2007
Table 51 On-trade vs Off-trade Sales of Cider/Perry: % Value Growth 2002-2007
Table 52 Cider/Perry Production, Imports and Exports: Total Volume 2001-2006
Table 53 Company Shares of Cider/Perry by National Brand Owner 2002-2006
Table 54 Company Shares of Cider/Perry by Global Brand Owner 2002-2006
Table 55 Brand Shares of Cider/Perry 2003-2006
Table 56 Forecast Sales of Cider/Perry: Total Volume 2007-2012
Table 57 Forecast Sales of Cider/Perry: Total Value 2007-2012
Table 58 Forecast Sales of Cider/Perry: % Total Volume Growth 2007-2012
Table 59 Forecast Sales of Cider/Perry: % Total Value Growth 2007-2012
RTDS/HIGH-STRENGTH PREMIXES IN THE US
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 61 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 62 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 63 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 64 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 65 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 66 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 67 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 68 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 69 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 70 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 71 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 72 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 73 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 74 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN THE US
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 75 Sales of Wine by Subsector: Total Volume 2002-2007
Table 76 Sales of Wine by Subsector: Total Value 2002-2007
Table 77 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 78 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 79 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 80 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 81 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 82 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 83 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 84 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 85 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 86 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 87 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 88 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 89 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 90 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 91 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 92 Wine Exports by Country of Destination: Total Value 2001-2006
Table 93 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 94 Wine Imports by Country of Origin: Total Value 2001-2006
Table 95 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 96 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 97 Brand Shares of Still Light Grape Wine 2003-2006
Table 98 Company Shares of Champagne by National Brand Owner 2003-2006
Table 99 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 100 Brand Shares of Champagne 2003-2006
Table 101 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 102 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 103 Brand Shares of Other Sparkling Wine 2003-2006
Table 104 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 105 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 106 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 107 Company Shares of Non-grape Wine by National Brand Owner 2003-2006
Table 108 Company Shares of Non-grape Wine by Global Brand Owner 2003-2006
Table 109 Brand Shares of Non-grape Wine 2003-2006
Table 110 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 111 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 112 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 113 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN THE US
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 27 Benchmark brands – US
SECTOR DATA
Table 114 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 115 Sales of Spirits by Subsector: Total Value 2002-2007
Table 116 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 117 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 118 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 119 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 120 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 121 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 122 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 123 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 124 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 125 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 126 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 127 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 128 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 129 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 130 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 131 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 132 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 133 Liqueurs Production: Total Volume 2001-2006
Table 134 Company Shares of Spirits by National Brand Owner 2002-2006
Table 135 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 136 Brand Shares of Spirits 2003-2006
Table 137 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 138 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 139 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 140 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012