2012 The U.S. Beer Market

2012 The U.S. Beer Market

Published: November 2012
Publisher: Beverage Marketing Corporation
Product ref: 154172
Pages: 664
Format: PDF
Delivery: By product vendor

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This "value set" report combines Beer in the U.S., Imported Beer and Specialty Beer and Microbrewery Markets to create the most exhaustive study of the U.S. beer market available. An $18,000+ value that is priced much lower, it scrutinizes all aspects, covering state and regional markets, distribution channels, brewers and brands, imports, exports, packaging, pricing, advertising, demographics and projections. It also provides in-depth examination of the mergers, acquisitions and joint ventures reshaping the industry plus projections through 2016.

Report extract:

Some of the biggest developments in the industry several years into the 21st century concerned corporate structures rather than volumetric size.

  • In summer of 2008, Anheuser-Busch (A-B) agreed to be bought by Belgian brewing giant InBev, resulting in Anheuser-Busch InBev (ABI).
  • The year before the acquisition, A-B and InBev started to become intertwined when the American company gained import rights to InBev's European brands in the United States.
  • Around the same time that A-B and InBev were starting to get to know one another, the products of earlier mergers also formed closer bonds. SABMiller and Molson Coors formed a joint venture dubbed MillerCoors, which combined the operations of their respective U.S. subsidiaries, Miller Brewing and Coors Brewing. The entity involving all of the two companies' brands in the U.S. market formally became active almost simultaneously with A-B and InBev's decision to combine.
  • To shore up its craft beer credentials, ABI in spring 2011 purchased Goose Island of Chicago.
  • In a major move in 2012, ABI made a bid to buy the (nearly) half of Grupo Modelo that it didn't hold already, a deal that would also affect Crown Imports, which formed as a joint venture between the Mexican brewer and Constellation Brands but which would become a Constellation property.

During 2012, leading beer companies turned to a tactic common in other categories seeking new or renewed opportunities for growth. Much like carbonated soft drink companies entering the bottled water market, or bottled water purveyors purchasing ready-to-drink tea brands, brewers moved into a different segment with similar usage occasions as beer: hard cider.

  • In February, MillerCoors added Crispin Cider to its Tenth and Blake division. Around the same time, ABI's A-B unit announced the launch of Michelob Ultra Light Cider.
  • In fall, Crown Imports started importing Somersby Apple Cider, a Carlsberg brand, and Heineken USA added Strongbow cider to its list of imported brands.
  • Even earlier, in 2011, Boston Beer introduced Angry Orchard hard cider.

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Related research categories

By sector: Beer (in Beer & Cider)

By market: United States (in North America)

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