US: Craft beer cuts into top on-trade brands - survey

By | 13 August 2013

Craft beer is taking share from big brands

Craft beer is taking share from big brands

Craft beer has helped cut the on-trade market share of the top 25 US beer brands by four percentage points over the past year, a new survey has revealed.

At the start of last year, the top 25 brands accounted for 57.5% of the US on-trade market, tracking firm Guestmetrics reported today (13 August). The most recent quarter saw the share fall to 53%.

Guestmetrics said the drop was “largely reflective” of the rise in craft beer, as well as growth in innovations.

The top 25 spirits, meanwhile, saw a smaller drop in on-trade market share, from 51% to 48.5%, while wine reversed the trend, with the top 25 wine labels increasing share from 6.9% to 7.1%.

“The out-performance of the top (wine) brands could be indicative of marketing and advertising that is finally starting to create some brand loyalty in a category which historically has had less compared to beer and spirits,” Guestmetrics said.

Despite the market share drop, top 25 beer brands Blue Moon, Stella, Dos Equis, Corona Light, Shock Top and Negra Modelo all posted “robust growth” in the past year.

GuestMetrics figures are based on around US$8bn of annual transactions in US restaurants and bars.

Last week, Guestmetrics said Anheuser-Busch InBev's Budweiser Black Crown gained an 11 percentage-point jump in US on-trade distribution in the first half of this year, second only to the Boston Beer Co's hard cider brand Angry Orchard.

Expert analysis

Premium beer in North America – forecasts to 2016

This second report in our series on premium beer concentrates on North America, currently the second largest premium beer market in the world and how this market specifically has faired. It examines how the major players and smaller brewers have reacted to the challenges and changing trends. Highlighted is one of the most exciting and innovative offshoots of the industry since its emergence in the mid- to late-1980s, that of craft brewing.

Sectors: Beer & cider, Spirits, Wine

Companies: InBev, Modelo

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