US: IPA on-trade sales soar as pale lagers lose out - figures
GuestMetrics figures cover sales in the US on-trade
India Pale Ale (IPA) was the fastest-growing style of beer in the US on-trade last year at the expense of pale lager, according to new figures.
As a whole, IPA brands saw sales rise by 39% in 2012 and also registered the largest market share gain of 55 basis points, according to GuestMetrics. IPA sales so far in 2013 are up 40%.
Brands with the largest share gains last year, according to GuestMetrics, were Widmer Broken Halo IPA, Lagunitas India Pale Ale, Sierra Nevada Torpedo Extra IPA, and Ballast Point Sculpin.
However, IPAs still only represent 1% of all beers sold in the US on-trade, across 25 beer styles.
Pale lagers, the largest on-trade segment representing 33% of volumes, saw sales drop by 5% last year, GuestMetrics said. Pale lager brands with the biggest share loss were Miller Lite, Bud Light, and Budweiser, according to the figures.
Peter Reidhead, GuestMetrics' strategy & insights VP added: "In analysing the (first) quarter of 2013, the picture does not appear to be improving for pale lagers, with units contracting 6.2% against prior year, and the share loss accelerating slightly to 180 basis points.”
GuestMetrics' figures are based on its database of point-of-sale sales in US restaurants and bars.
USA Beer Market Background Briefing
Canadean’s, USA Beer Market Background Briefingprovides detailed analysis on the beer market background in USA . The qualitative data in the report analyses the dynamics in USA , providing marketers w...read more
- Interview - Bacardi global marketing boss, whisky
- Comment - Hybrid Spirits: Innovation or Laziness?
- Constellation grapples with glass as reality bites
- Brewers Feel Prolonged Russian Winter
- Focus - Heineken's H1 Performance by Region
- Mast-Jägermeister targets UK off-trade boost
- Diageo doubles intake for spirits start-ups scheme
- Second senior exec to depart Bacardi
- Portman finds against Diageo "mix it up" tagline
- Bacardi sees North America president step down