CRAFT BEER U.S. MARKET REVIEW
TO INFINITY AND BEYOND…
Dan Wandel
Principle, Beverage Alcohol
March, 5 2015
AGENDA
•
Beer Category Off-Premise Overview
•
Beer Category & Craft On-Premise Overview
•
Craft Beer Off-Premise Review
•
Craft IPA Style Deep Dive
•
OND Sales Recap
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
2014 BEER CATEGORY HEADLINES
•
Beer Category Dollar and Case Sales increased in IRI’s Multi-Outlet OffPremise universe, but at a slightly slower rate compared to 2013. Beer Sales
Trends outpaced both Wine and Spirits for the first time since 2008
•
In On-Premise, Beer sales trends were outpaced by both Spirits and Wine.
•
ABI continued its expansion into the Craft Segment by acquiring both 10 Barrel
Brewing and Elysian Brewing.
•
News of ESOP’s and Private Equity investments amongst Craft Brewers were
prevalent throughout 2014.
•
Number of Craft Vendors selling in IRI-tracked Supermarkets increased
significantly again
•
Best ever Craft Brand Intro led to record year for new Craft product sales
•
Craft Can sales growth continued to increase dramatically in the Off-Premise
•
IPA sales and offerings showed no signs of slowing
•
Craft continues to win key holiday sales periods
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
BEER CATEGORY OFF-PREMISE REVIEW
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
BEVERAGE ALCOHOL CATEGORY FOUR-YEAR SALES TRENDS
TOTAL U.S. MULTI-OUTLET (MULO)
 Beer Dollar Sales trends outpaced both Wine and Spirits sales trends for the
first time since 2008.
Dollar Trends
10.8%
5.2%
5.5%
2.5%
2011
2012
2013
4.5%
2014
6.7%
5.0%
2011
BEER
2012
5.1%
2013
4.3%
2014
6.6%
5.7%
2.7%
2011
2012
2013
2014
SPIRITS
TOTAL WINE
Note: Spirits sold in WA State starting in 2012
Dollar Share of Bev Alc 2013
SPIRITS
18.4%
TOTAL
WINE
32.6%
BEER
49.0%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US Multi-Outlet 52 Weeks Ending Jan 4, 2015
Dollar Share of Bev Alc 2014
SPIRITS
18.2%
TOTAL
WINE
32.7%
BEER
49.1%
TOP 15 BEVERAGE ALCOHOL SALES GROWTH SEGMENTS
ACTUAL DOLLAR SALES CHANGE VS YEAR AGO
 For the second straight year, Craft Beer led all Beverage Alcohol Segments in
Dollar Sales Growth in Total US MULO
CRAFT - BEER
$269,541,064
($11.00-$14.99) TABLE WINE
$163,549,860
($8.00-$10.99) TABLE WINE
$140,013,294
WHISKEY
$127,677,286
IMPORT - BEER
$121,327,214
SUPER PREMIUM - BEER
$100,501,844
CIDER - BEER
$99,803,099
Dollar Sales %
Chg YA
Dollar Sales
18.5%
$1,729,698,215
15.1%
$1,246,595,717
6.7%
$2,224,762,394
9.1%
$1,534,594,707
4.7%
$2,683,566,938
7.0%
$1,528,782,507
57.9%
$272,133,422
($20.00+) TABLE WINE
$50,653,788
16.3%
$362,347,763
($3.50-$4.99) BOX TABLE WINE
$47,898,870
20.6%
$280,854,342
PAB's - BEER
$43,999,478
7.3%
$643,226,253
($15.00-$19.99) TABLE WINE
$38,968,528
9.0%
$470,169,410
VODKA
$38,052,972
2.7%
$1,460,740,051
($8.00 - $12.99) SPARKLING WINE
$32,703,399
9.5%
$378,631,270
21.1%
$121,273,488
14.7%
$95,295,960
($13.00 - $17.99) SPARKLING WINE
COGNAC
$21,144,617
$12,199,582
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US Multi-Outlet 52 Weeks Ending Jan 4, 2015
BEER CATEGORY & SEGMENT TRENDS AND SHARE
TOTAL U.S. MULO AND MULO + CONVENIENCE
 Craft’s Dollar Share gains of Total Beer Sales achieved in 2014 were even more
pronounced than those it achieved in 2013. Craft gained +1.5 in Total US
MULO and +1.0 in Total US MULC in 2014 vs year ago.
Total US - Multi Outlet
Total US - Multi Outlet + Conv
Dollar
Sales %
Chg YA
Dollar
Share of
Category
Case
Sales %
Chg YA
Case
Share of
Category
Dollar
Sales %
Chg YA
Dollar
Share of
Category
Case
Sales %
Chg YA
Case
Share of
Category
CATEGORY – BEER
4.5%
100.00
1.8%
100.00
3.7%
100.00
1.2%
100.00
CRAFT - BA DEFINITION*
21.3%
10.75
18.2%
6.68
23.3%
6.62
20.1%
4.07
CRAFT - IRI DEFINITION
18.5%
12.14
15.1%
7.64
20.5%
7.40
17.1%
4.61
CIDER
57.9%
1.91
59.3%
1.21
72.4%
1.20
73.5%
0.76
DOMESTIC MALT LIQUOR
2.0%
0.70
0.6%
0.90
2.6%
1.61
0.4%
2.00
DOMESTIC PREMIUM
0.1%
37.67
-0.6%
43.88
0.0%
44.04
-0.7%
47.61
DOMESTIC SUB-PREMIUM
-1.5%
12.58
-2.7%
18.86
-2.5%
15.73
-3.4%
22.36
DOMESTIC SUPER PREMIUM
7.0%
10.73
5.5%
8.87
9.0%
9.19
7.0%
7.29
IMPORT
4.7%
18.84
3.4%
14.93
8.4%
15.39
6.5%
11.72
NON-ALCOHOLIC
1.0%
0.66
-2.3%
0.64
1.1%
0.33
-2.2%
0.32
PROGRESSIVE ADULT BEVERAGES
7.3%
4.52
4.8%
2.92
4.8%
5.00
3.6%
3.27
*BA Craft does not include the following Vendors: CBA, ABI, NAB, World Brews, Mendocino Brewing, Portland Brewing Co, D G
Yuengling & Son. IRI’s Craft Definition also does not include D G Yuengling & Son.
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US Multi-Outlet and Total US Multi-Outlet + Convenience 52 Weeks Ending Jan 4, 2015
BEVERAGE ALCOHOL SALES TRENDS BY INDIVIDUAL CHANNEL
 Craft and Cider Segments achieved double-digit Dollar and Case Sales
percent increases across all four channels
Total US - Food
Total US - Drug
Total US - Conv
Sum Of Total Liquor
Stores-RMA - Liquor
Dollar
Dollar
Dollar
Dollar
Case Sales
Case Sales
Case Sales
Case Sales
Sales %
Sales %
Sales %
Sales %
% Chg YA
% Chg YA
% Chg YA
% Chg YA
Chg YA
Chg YA
Chg YA
Chg YA
CATEGORY – BEER
4.0%
1.0%
0.8%
-2.5%
3.1%
0.7%
11.1%
7.6%
CRAFT - BA DEFINITION
21.4%
18.4%
25.7%
21.1%
29.0%
25.9%
24.4%
21.9%
CRAFT – IRI DEFINITION
18.3%
15.0%
22.9%
18.5%
26.6%
23.4%
23.2%
20.7%
CIDER
49.3%
50.6%
202.0%
200.2%
123.4%
125.3%
36.7%
39.4%
DOMESTIC MALT LIQUOR
0.3%
-0.9%
-1.1%
-2.2%
2.8%
0.3%
4.7%
3.7%
DOMESTIC PREMIUM
-1.2%
-1.9%
-3.4%
-5.1%
-0.1%
-0.7%
5.6%
4.9%
DOMESTIC SUB-PREMIUM
-3.0%
-4.1%
-4.7%
-6.1%
-3.0%
-3.8%
2.7%
0.8%
DOMESTIC SUPER PREMIUM
5.6%
4.5%
5.6%
3.3%
11.3%
8.8%
7.8%
3.6%
IMPORT
3.3%
2.1%
3.4%
1.0%
13.3%
10.9%
7.7%
6.5%
NON-ALCOHOLIC
1.1%
-1.9%
-7.8%
-11.5%
1.7%
-0.6%
11.0%
8.6%
PROGRESSIVE ADULT BEVERAGES
5.6%
3.4%
14.3%
11.2%
3.2%
2.7%
10.1%
0.7%
TOTAL WINE
4.3%
1.4%
5.2%
1.4%
7.2%
5.7%
4.9%
2.0%
SPIRITS
1.9%
-1.1%
4.9%
2.3%
14.2%
16.0%
12.2%
10.7%
COOLERS
-0.1%
0.3%
1.3%
-0.7%
6.6%
8.2%
11.4%
8.4%
*BA Craft does not include the following Vendors: CBA, ABI, NAB, World Brews, Mendocino Brewing, Portland Brewing Co, D G
Yuengling & Son. IRI’s Craft Definition also does not include D G Yuengling & Son.
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan by channel 52 Weeks Ending Jan 4, 2015
SEGMENT DOLLAR SHARE OF BEER CATEGORY 2010 – 2014
TOTAL U.S. SUPERMARKETS
 Craft achieved nearly a +2 point increase in Share of Total Beer Dollar Sales
gain vs YA. This topped its share increase of +1.5 achieved in 2013 vs 2012
1.95
1.90
1.82
1.69
1.64
3.36
3.30
3.58
4.16
4.23
19.61
19.66
19.39
19.13
19.00
8.38
8.76
10.14
10.47
10.64
15.02
14.33
13.34
12.23
11.40
NA's and MALT
PAB's
IMPORT
SUPER PREMIUM
SUB-PREMIUM
41.73
40.51
38.67
36.96
35.11
2.26
0.45
0.56
0.91
1.56
9.43
10.82
11.91
13.47
15.36
2010
2011
2012
2013
2014
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
PREMIUM
CIDER
CRAFT
BEER CATEGORY & SEGMENTS’ MERCHANDISING SUPPORT
TOTAL U.S. SUPERMARKETS
 Cider, Craft, PAB’s and Super Premium received the highest increases in
merchandising support in 2014.
Weighted Weeks, Any
Merch
Change vs YA
CATEGORY - BEER
42.30
DOMESTIC PREMIUM
40.42
CATEGORY - BEER
(0.01)
DOMESTIC PREMIUM
0.21
0.23
IMPORT
38.55
IMPORT
DOMESTIC SUP PREM
38.30
DOMESTIC SUP PREM
0.56
CRAFT
0.77
PAB's
0.60
CRAFT
36.34
PAB's
34.67
DOMESTIC SUB-PREM
33.32
CIDER
NA's
MALT LIQUOR
28.71
6.69
5.25
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
DOMESTIC SUB-PREM
(0.83)
CIDER
NA's
MALT LIQUOR
5.27
(0.72)
0.12
TOP 10 BEER VENDORS 2014 RANKED BY DOLLAR SALES
TOTAL U.S. SUPERMARKETS
 Boston Beer and Constellation Beer achieved the largest Dollar Share gains
amongst the Top 10 Beer Vendors in 2014
Dollar Sales
ANHEUSER-BUSCH INBEV
$3,521,747,111
MILLERCOORS BREWING
CONSTELLATION BEER
HEINEKEN USA INC
BOSTON BEER CO
$2,329,829,230
$753,328,443
$560,233,777
$354,342,671
Dollar
Sales %
Chg YA
Dollar
Share
Dollar
Share
Chg YA
0.4%
36.49
-1.29
0.4%
24.14
-0.85
7.1%
7.80
0.23
2.8%
5.80
-0.07
21.9%
3.67
0.54
DIAGEO GUINNESS USA
$186,069,406
-2.4%
1.93
-0.13
PABST BREWING CO
$162,821,328
-2.6%
1.69
-0.11
D G YUENGLING & SON INC
$137,036,321
6.7%
1.42
0.04
SIERRA NEVADA BREWING CO
$132,047,262
13.1%
1.37
0.11
MARK ANTHONY BRANDS INC
$131,289,375
0.3%
1.36
-0.05
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
TOP 15 BEER BRANDS 2014 RANKED BY DOLLAR SALES
TOTAL U.S. SUPERMARKETS
 Modelo Especial cracked the Top 10 Beer Brands by surpassing Miller High Life
 Corona Light and Stella Artois both moved up one spot to #12 and #13
Dollar Sales
$1,208,438,308
BUD LIGHT
$654,003,217
COORS LIGHT
MILLER LITE
BUDWEISER
CORONA EXTRA
MICHELOB ULTRA LIGHT
$554,648,994
$447,351,590
$381,877,352
$264,451,049
Dollar
Sales %
Chg YA
Dollar
Share
Dollar
Share
Chg YA
0.5%
12.52
-0.43
-2.0%
6.78
-0.42
1.1%
5.75
-0.16
-2.5%
4.63
-0.31
2.7%
3.96
-0.05
10.2%
2.74
0.15
HEINEKEN
$218,697,055
1.1%
2.27
-0.06
NATURAL LIGHT
$203,335,773
-2.5%
2.11
-0.14
BUSCH LIGHT
$183,692,149
0.1%
1.90
-0.07
MODELO ESPECIAL
$170,887,173
22.2%
1.77
0.26
MILLER HIGH LIFE
$132,401,911
-3.2%
1.37
-0.10
CORONA LIGHT
$124,464,863
2.1%
1.29
-0.02
STELLA ARTOIS LAGER
$119,037,734
9.9%
1.23
0.07
BUSCH
$118,509,234
-2.1%
1.23
-0.08
BLUE MOON BELGIAN WHITE ALE
$103,508,682
1.9%
1.07
-0.02
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
TOP BEER VENDORS - NEW PRODUCT DOLLAR SALES IN 2014
TOTAL U.S. SUPERMARKETS
 A record 18 Vendors generated over $1MM in new product sales in 2014
Dollar Sales
ANHEUSER-BUSCH INBEV
$93,209,058
MILLERCOORS BREWING
$57,725,908
BOSTON BEER CO
$23,663,167
MARK ANTHONY BRANDS INC
$15,364,914
SIERRA NEVADA BREWING CO
$12,486,115
HEINEKEN USA INC
$8,863,243
NEW BELGIUM BREWING COMPANY
$8,320,550
DIAGEO GUINNESS USA
$5,377,634
DESCHUTES BREWERY
$4,578,654
CRAFT BREW ALLIANCE INC
$4,049,406
NORTH AMERICAN BREWERIES
$3,300,355
FOUNDERS BREWING CO
$2,974,335
STONE BREWING CO.
$2,907,173
SWEETWATER BREWING COMPANY LLC
$2,655,667
AMERICAN VINTAGE BEVERAGE INC.
$2,332,052
BELLS BREWERY INC
$2,019,612
DUVEL MOORTGAT USA
$1,228,251
CROSBY LAKE SPIRITS COMPANY
$1,225,526
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
• Total New Beer Product Sales
Case Sales = 8.7MM
• Total New Beer Product Sales
Dollar Sales = $281.5MM
CLASS OF 2014 TOP 15 NEW BEER BRANDS – DOLLAR SALES
TOTAL U.S. - SUPERMARKETS
 ABI had the top selling new beer brand for the 4th year in a row
 Samuel Adams Rebel IPA and Sierra Nevada Variety Pack were the top two
new Craft Brands
Dollar Sales
BUD LIGHT LIME MANG O RITA
$32,336,953
BUD LIGHT LIME RAZ BER RITA
$27,451,132
SAMUEL ADAMS REBEL IPA
MILLER FORTUN SPIRITD GOLDN LAGR
$21,115,842
$18,617,215
SIERRA NEVADA VARIETY PACK
$11,374,248
REDDS VARIETY PACK
$10,099,778
COORS LIGHT SUMMER BREW
$9,774,599
SMITH AND FORGE HARD CIDER
$9,758,753
Year
# of New Total New
Beer
Beer Brand
Brands
Case Sales
Top New Beer Brand
(Based on $ Sales)
2014
612
7,403,257
Bud Light Lime Mang O Rita
REDDS WICKED APPLE ALE
$7,952,905
2013
530
5,473,905
Bud Light Lime Straw Ber Rita
JOHNNY APPLESEED APPLE HARD CIDR
$7,802,765
2012
415
6,953,181
Bud Light Platinum Lager
BUD LIGHT LIME MIX A RITA
$7,532,473
2011
362
1,382,057
Shock Top Raspberry Wheat Ale
2010
357
1,843,293
Smirnoff Blueberry & Lemonade
2009
198
2,053,440
Bud Light Golden Wheat
2008
173
4,898,477
Bud Light Lime
NEW BELGIUM SNAPSHOT WHEAT
$4,530,928
GUINNESS BLONDE AMERICAN LAGER
$4,260,432
DOS EQUIS XX DOS A RITA
$4,083,194
BUSCH SIGNATURE COPPER LAGER
$3,440,432
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
CLASS OF 2011 BEER BRANDS REVISITED
TOTAL U.S. SUPERMARKETS
 Shock Top Seasonal has the highest Dollar Sales over the past three years
 Only two of these brands had positive Dollar Sales trends in 2014
$6,451
SHOCK TOP RASPBERRY WHEAT ALE
2014 Dollar
Sales %
Chg. YA
3 Year (2012-2014)
Dollar Sales (000’s)
Dollar Sales 2011
(000’s)
$13,001
SHOCK TOP SEASONAL
-38.70%
MIKES HARD RASPBERRY LEMONADE
$2,634
SHOCK TOP VARIETY PACK
MGD LIGHT 64 LEMONADE
$2,280
KONA ISLAND HOPPER VARIETY PACK
$6,877
25.10%
KONA VARIETY PACK
$2,116
SHOCK TOP RASPBERRY WHEAT ALE
$6,454
-25.40%
SHOCK TOP SEASONAL
$2,005
MIKES HARD BLK RASPBERRY…
JEREMIAH WEED ROADHOUSE TEA
$1,862
BRIDGEPORT KINGPIN DOUBLE RD…
MARGARITAVILLE SPIKED LEMONADE
$1,638
DOUBLE TAKE IPA
$869
-47.10%
MARGARITAVILLE SPIKED TEA
$1,238
DOUBLE TAKE AMBER ALE
$546
-51.30%
DOUBLE TAKE IPA
$1,203
SIERRA NEVADA BEER CAMP BEERS
$116
-38.70%
BRIDGEPORT KINGPIN DOUBLE RD ALE
$1,070
JEREMIAH WEED ROADHOUSE TEA
$5
-93.90%
JEREMIAH WEED SPIKED COLA
$1,036
MARGARITAVILLE SPIKED LEMONADE
$2
-99.00%
$9,359
$2,463
$1,056
17.30%
-19.30%
-5.40%
DOUBLE TAKE AMBER ALE
$908
JEREMIAH WEED SPIKED COLA
$2
-95.10%
NEW BELGIUM BELGO IPA
$591
MARGARITAVILLE SPIKED TEA
$1
-99.30%
SIERRA NEVADA BEER CAMP BEERS
$522
NEW BELGIUM BELGO IPA
$0
-100.00%
SHOCK TOP VARIETY PACK
$497
MGD LIGHT 64 LEMONADE
$0
n/a
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
ON-PREMISE CHANNEL OVERVIEW
SPIRITS OUTPERFORMED OTHER ALCOHOL CATEGORIES, BUT
ALL THREE ALCOHOL CATEGORIES LAGGED FOOD SALES
Y/Y $ Sales Growth by Food & Beverage Category
(2014)
4%
3%
2.7%
1.8%
2%
0.6%
1%
0.1%
0%
-0.4%
-1%
-2%
Food
Spirits
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: GuestMetrics Full Year Ending Dec 31, 2014
Wine
Beer
Non-Alc
Bev
SPIRITS TOOK SHARE FROM BEER, WHILE WINE SHARE WAS
FLATTISH VERSUS THE PRIOR YEAR
0.4
Y/Y $ Share Change in Alcoholic Beverage Mix
(2014)
0.4
0.3
0.2
0.1
0.0
-0.1
-0.1
-0.2
-0.3
-0.3
-0.4
Spirits
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: GuestMetrics Full Year Ending Dec 31, 2014
Wine
Beer
HOWEVER… WHILE OVERALL BEER CONTINUES TO LOSE SHARE,
CRAFT BEER CONTINUES TO AGGRESSIVELY INCREASE ITS
SHARE OF TBA DOLLAR SALES AND IS NEARLY 2X THE GAINS
ACHIEVED BY SPIRITS DURING 2014
Y/Y Change Alcohol Sales Mix (points)
(2014 vs. 2013)
0.8
0.67
0.6
0.38
0.4
0.2
0.0
-0.2
-0.09
-0.4
-0.6
-0.8
-1.0
-0.95
-1.2
Beer -- Craft
Spirits
Wine
Beer -- Other
GuestMetrics data reflects new definition of Total BA Craft which includes Yuengling
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: GuestMetrics Full Year Ending Dec 31, 2014
CRAFT BEER MAKES UP NEARLY 10% OF TOTAL BEVERAGE
ALCOHOL $ SALES AND ~27% OF TOTAL BEER $ SALES
Category Mix (by Retail $ Sales) -- Alcoholic Beverages
(2014)
9.8%
Beer -- Craft
42.8%
23.5%
Beer -- Other
Wine
Spirits
24.0%
GuestMetrics data reflects new definition of Total BA Craft which includes Yuengling
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: GuestMetrics Full Year Ending Dec 31, 2014
CRAFT AND PREMIUM LIGHT ARE THE TWO LARGEST BEER
SEGMENTS IN ON-PREMISE VOLUME-WISE
Share of Beer Category by Segment (% of total units sold, 2014)
30%
26.5%
26.3%
25%
20%
18.2%
13.6%
15%
9.9%
10%
3.6%
5%
1.9%
0%
CRAFT
PREMIUM
LIGHT
IMPORT
VALUE /
FMB /
OTHER
PREMIUM
PLUS
PREMIUM
REGULAR
GuestMetrics data reflects new definition of Total BA Craft which includes Yuengling
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: GuestMetrics Full Year Ending Dec 31, 2014
CIDER
CRAFT AND CIDER SHARE GAINS HAVE COME PRIMARILY AT
THE EXPENSE OF PREMIUM LIGHTS
Y/Y Change in Beer Volume Share -- by Segment
(2014 vs. 2013)
2.5
2.1
2.0
1.5
1.0
0.5
0.5
0.0
-0.1
-0.5
-0.2
-0.2
-0.3
-1.0
-1.5
-2.0
-1.8
-2.5
CRAFT
CIDER
VALUE /
FMB /
OTHER
PREMIUM
REGULAR
IMPORT
PREMIUM
PLUS
GuestMetrics data reflects new definition of Total BA Craft which includes Yuengling
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: GuestMetrics Full Year Ending Dec 31, 2014
PREMIUM
LIGHT
0%
6.4%
5.7%
5.2%
4.6%
4.3%
3.8%
3.1%
2.8%
2.8%
2.7%
2.1%
2.1%
2.0%
1.9%
1.9%
1.5%
1.2%
1.2%
1.1%
1.1%
0.9%
0.4%
0.2%
0.0%
WHEAT (ALE)
AMBER / RED (ALE)
AMBER (LAGER)
OTHER / UNKNOWN
SEASONALS
BOCK (LAGER)
GOLDEN / KOLSCH (ALE)
STOUT (ALE)
IMPERIAL INDIA PALE (ALE)
BELGIAN WIT (ALE)
BROWN (ALE)
PILSNER (LAGER)
FRUIT / PUMPKIN / FLAVORED
PORTER (ALE)
BELGIAN DARK STRONG (ALE)
BELGIAN OTHER (ALE)
SCOTTISH (ALE)
ALT / DARK (LAGER)
STRONG / BARLEYWINE (ALE)
MARZEN / OKTOBERFEST
(LAGER)
SAISON (ALE)
BELGIAN GOLDEN STRONG (ALE)
DOPPELBOCK (LAGER)
BELGIAN SOUR (ALE)
10.6%
5%
PALE / BITTER (ALE)
10%
11.2%
15%
PALE (LAGER)
20%
19.2%
25%
INDIA PALE (ALE)
IPA’S AND PALE ALES CONTINUE TO BE TWO OF THE MOST
POPULAR CRAFT STYLES, COMBINING FOR 30% OF CRAFT BEER
SALES IN ON-PREMISE
Volume Mix by Style within Craft (2014)
GuestMetrics data reflects new definition of Total BA Craft which includes Yuengling
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: GuestMetrics Full Year Ending Dec 31, 2014
SPIRITS DOMINATES LATE NIGHT, WINE IMPORTANT AT DINNER
Alcohol $ Sales Mix by Day Part (2014)
100%
90%
80%
39%
40%
39%
59%
70%
60%
50%
20%
Spirits
22%
40%
30%
11%
30%
20%
Wine
41%
39%
Lunch
Happy Hour
10%
31%
30%
Dinner
Late Night
0%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: GuestMetrics Full Year Ending Dec 31, 2014
Beer
CRAFT BEER REVIEW
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
BEER CATEGORY & CRAFT SEGMENT HISTORICAL
DOLLAR SALES TRENDS
TOTAL U.S. SUPERMARKETS
 Craft’s momentum continued as it achieved its highest positive sales percent
increase vs a prior year in 2014
Dollar Sales % Chg YA
20.0%
18.3%
17.0%
18.0%
14.0%
12.0%
15.6%
15.1%
16.0%
14.7%
12.7%
11.0%
10.0%
8.0%
6.0%
4.4%
4.0%
4.1%
2.0%
3.9%
0.9%
4.0%
4.0%
0.9%
0.0%
2008
2009
2010
2011
CRAFT
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
BEER
2012
2013
2014
TOP 15 BA CRAFT VENDORS BASED ON DOLLAR SALES
TOTAL U.S. SUPERMARKETS
 Sweetwater moved up three spots and entered the Top 10 at #9
 Founders and Firestone Walker both entered the Top 15 BA Craft Vendors
Dollar
Dollar
Dollar
Sales % Share of Share
Chg YA
Craft
Chg YA
Dollar Sales
BOSTON BEER CO
$215,850,731
SIERRA NEVADA BREWING CO
$132,046,825
NEW BELGIUM BREWING COMPANY
$117,292,305
THE GAMBRINUS COMPANY
$66,676,517
THE LAGUNITAS BREWING COMPANY
$59,785,186
DESCHUTES BREWERY
$46,691,169
7.3%
14.5%
-1.5%
13.1%
8.9%
-0.4%
29.4%
7.9%
0.7%
5.8%
4.5%
-0.5%
58.7%
4.0%
1.0%
12.9%
3.1%
-0.2%
STONE BREWING CO.
$31,891,195
38.7%
2.1%
0.3%
BELLS BREWERY INC
$28,797,395
27.6%
1.9%
0.1%
SWEETWATER BREWING COMPANY LLC
$23,097,454
38.8%
1.6%
0.2%
DOGFISH HEAD CRAFT BREWERY
$21,685,356
21.7%
1.5%
0.0%
GREAT LAKES BREWING CO.
$20,198,168
7.6%
1.4%
-0.1%
DUVEL MOORTGAT USA
$18,601,362
11.0%
1.3%
-0.1%
FIRESTONE WALKER BREWING COMPANY
$14,537,417
52.0%
1.0%
0.2%
NINKASI BREWING COMPANY
$14,295,008
11.3%
1.0%
-0.1%
FOUNDERS BREWING CO
$13,971,248
68.9%
0.9%
0.3%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
TOP 10 NEW BA CRAFT VENDORS SELLING IN IRI
TRACKED SUPERMARKETS
 The number of Craft Vendors selling in IRI-tracked Supermarkets increased
sharply again in 2014 to 735 compared to 595 in 2013 and 484 in 2012
Dollar Sales
Location
RHINEGEIST BREWERY
$782,539
GRIFFIN CLAW BREWING COMPANY
$570,128
SMALL TOWN BREWERY
GILGAMESH BREWING
EXILE BREWING COMPANY
BELCHING BEAVER BREWERY
OLD BUST HEAD BREWING COMPANY
EVERYBODYS BREWING
$413,540
$304,454
$264,785
$225,979
$208,175
$177,344
Cincinnati, OH
Birmingham, MI
Wauconda, IL
Salem, OR
Des Moines, IA
Vista, CA
Warrenton, VA
White Salmon, WA
PISGAH BREWING COMPANY
$132,695
Black Mountain, NC
GRAPEVINE CRAFT BREWERY
$131,133
Farmers Branch, TX
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
2014 TOP 15 NEW BA CRAFT BEER BRANDS
TOTAL U.S. SUPERMARKETS
 Boston Beer’s Samuel Adams Rebel IPA generated an impressive $21MM
during its first year of sales. By far the best new Craft intro tracked by IRI.
 Sierra Nevada’s Variety Pack also generated over $11MM in sales.
Dollar Sales
SAMUEL ADAMS REBEL IPA
$21,116,309
SIERRA NEVADA VARIETY PACK
NEW BELGIUM SNAPSHOT WHEAT
DESCHUTES FRESH SQUEEZED IPA
STONE GO TO IPA
$11,374,208
$4,530,783
$3,065,053
$2,019,261
NEW BELGIUM SPECIAL RELEASE
$753,641
SIERRA NEVADA BEER CAMP ACROSS AMERICA
$722,419
ANCHOR IPA
$698,488
DOGFISH HEAD NAMASTE WITBIER
$667,338
CIGAR CITY INVASION PALE ALE
$542,432
OMMEGANG GAME OF THRONS FIR & BLD
$423,127
OMMEGANG GM OF THRNS VLR MORGHLS
$414,994
SMALL TOWN NT YR FATHRS RT BEER
$413,540
BALLAST POINT GRAPEFRT SCULPN IPA
$378,418
RHINEGEIST TRUTH IPA
$363,303
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
Year
Brand
Dollar Sales
2014
Samuel Adams Rebel IPA
$21,116,309
2013
New Belgium Rampant Imperial IPA
$3,942,500
2012
Deschutes Chainbreaker White IPA
$2,601,975
2011
Kona Variety Pack
$2,115,495
2010
New Belgium Ranger IPA
$5,495,092
2009
Sierra Nevada Torpedo Extra IPA
$3,938,139
2008
Samuel Adams Irish Red
$1,623,497
2014 TOP 10 NEW BA CRAFT BEER PACKAGES
TOTAL U.S. SUPERMARKETS
Led by Samuel Adams Rebel IPA, 2014 was a record revenue year for new
Craft product Dollar Sales (More than 2x the past two record years combined)
Total Craft new Can package sales totaled $20.9MM
Total Craft new Glass package sales totaled $70.5MM
Dollar Sales
SAMUEL ADAMS REBEL IPA 12-PACK 11-12OZ BTL
$12,879,872
SIERRA NEVADA VARIETY PACK 12-PACK 11-12OZ BTL
$11,373,044
SAMUEL ADAMS REBEL IPA 6-PACK 11-12OZ BTL
NEW BELGIUM SNAPSHOT WHEAT 6-PACK 11-12OZ BTL
$8,166,532
$4,481,783
DESCHUTES FRESH SQUEEZED IPA 6-PACK 11-12OZ BTL
$3,049,712
NEW BELGIUM VARIETY PACK 12-PACK 12OZ CAN
$3,003,318
FOUNDERS ALL DAY IPA 15-PACK 12OZ CAN
STONE GO TO IPA 6-PACK 11-12OZ BTL
$2,250,736
$2,010,518
Total Craft New Product
Dollar Sales
2014
$92,203,800
2013
$42,021,402
2012
$42,969,648
2011
$20,637,476
SWEETWATER 420 PALE ALE 12-PACK 12OZ CAN
$1,335,689
2010
$15,387,487
BELLS TWO HEARTED ALE 4-PACK 16OZ CAN
$1,166,208
2009
$20,750,750
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
TOTAL CRAFT BEER KEY PACK SIZE DOLLAR SALE TRENDS
TOTAL U.S. SUPERMARKETS
 Total Craft Can Sales nearly doubled in 2014 vs $62MM in 2013
Dollar Sales
% Chg YA
6-PACK 11-12OZ BTL
$708,124,353
13.9%
12-PACK 11-12OZ BTL
$474,053,611
14.3%
SINGLES 22OZ BTL
$102,614,871
17.8%
6-PACK 12OZ CAN
$53,633,464
96.6%
12-PACK 12OZ CAN
$45,591,853
64.4%
4-PACK 11-12OZ BTL
$38,158,922
24.6%
SINGLES 25.4OZ BTL
$16,796,487
29.9%
SIERRA NEVADA BREWING CO
4-PACK 16OZ CAN
$13,246,556
50.6%
BOSTON BEER CO
$8,602,072
$10,078,797
82.9%
NEW BELGIUM BREWING COMPANY
$8,499,572
SINGLES 11-12OZ BTL
$4,624,543
32.7%
SINGLES 24OZ BTL
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
TOTAL CRAFT GLASS
$ Sales
% Chg. YA
$1,367,359,160
15.16%
TOTAL CRAFT CAN
$ Sales
% Chg. YA
$119,233,783
78.95%
Top 5 Craft Can Vendors
OSKAR BLUES BREWERY
THE GAMBRINUS COMPANY
$12,527,472
$7,621,200
$5,251,957
BEER CATEGORY AND CRAFT DOLLAR SALES % CHANGE VS. YA
EIGHT IRI SUPERMARKET REGIONS
3.2%
1.3%
4.4%
5.4%
4.6%
12.6%
15.2%
22.9%
20.7%
5.0%
19.5%
22.5%
2.8%
15.8%
5.2%
21.3%
Beer Dollar Trend
Craft Dollar Trend
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan IRI FOOD REGIONS 52 Weeks Ending Jan 4, 2015
TOTAL CRAFT DOLLAR SALES REGIONAL BREAKDOWN
EIGHT IRI SUPERMARKET REGIONS
 Great Lakes led all Regions again in Total Craft actual Case and Dollar Sales Chg vs YA
 Mid-South moved up two spots compared to last year’s ranking based on Dollar Sales Chg
Avg Price
Case Sales Avg Price
per Case
Chg. YA
per Case
Chg YA
Weighted Weighted
Weeks, Weeks, any
any
merch Chg
merch
YA
Dollar Sales
Dollar Sales
Chg. YA
Case Sales
Great Lakes
$234,782,442
$43,746,949
6,586,885
1,069,535
$35.64
$1.02
43.21
0.79
California
$264,119,887
$43,031,710
7,389,288
1,025,349
$35.74
$1.00
45.99
0.34
Mid-South
$180,971,209
$33,224,074
5,106,245
825,359
$35.44
$0.93
34.67
0.77
West
$295,582,543
$32,993,742
8,599,585
716,743
$34.37
$1.06
39.83
1.07
Southeast
$143,987,614
$25,305,058
4,195,130
690,571
$34.32
$0.46
43.01
1.02
Northeast
$174,128,435
$23,027,298
4,845,132
511,596
$35.94
$1.07
22.88
0.55
South Central
$126,169,935
$17,216,217
3,831,272
447,746
$32.93
$0.73
36.58
0.41
$63,040,790
$10,801,850
1,855,861
252,653
$33.97
$1.38
27.27
0.91
Plains
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan IRI FOOD REGIONS 52 Weeks Ending Jan 4, 2015
TOP 10 CRAFT BEER STYLES
TOTAL U.S. SUPERMARKETS
 Craft IPA increased it’s share of Total Craft Dollar Sales by +3.7 in 2014.
 Craft Special Release moved up to #9 based on double-digit growth at +37.4%
Dollar Sales
CRAFT IPA
$342,173,636
CRAFT SEASONAL
$253,533,887
Dollar
Sales %
Chg YA
Dollar
Share of
Craft
Dollar
Share
Chg YA
41.0%
23.1%
3.7%
12.6%
17.1%
-0.9%
CRAFT PALE ALE
$139,664,870
9.3%
9.4%
-0.8%
CRAFT VARIETY
$132,926,892
26.0%
9.0%
0.5%
8.4%
5.1%
-0.5%
1.4%
4.3%
-0.7%
10.2%
3.1%
-0.2%
CRAFT AMBER ALE
CRAFT AMBER LAGER
CRAFT WHEAT BEER
$75,550,043
$63,678,170
$45,788,387
CRAFT BOCKS
$36,646,614
7.3%
2.5%
-0.3%
CRAFT SPEC RELSE/SPECLTY/COLL
$34,516,720
37.4%
2.3%
0.3%
CRAFT OTHER PALE LAGERS
$28,027,353
6.2%
1.9%
-0.2%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
Infinity and Beyond…
perdurable
absolute
To
Total Craft IPA Dollar Sales = $342MM
741 Craft IPA Brands Selling
1,165 Craft IPA Packages Selling
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan by channel 52 Weeks Ending Jan 4, 2015
BREWER ASSOCIATION’S IPA STYLE DEFINITIONS
AMERICAN IPA
Color is gold to copper or red/brown. Medium maltiness is present. Hop flavor is strong, characterized by fruity, citrus-like piney, resinous or
sulfur-like American-variety hop character. Hop bitterness is medium-high to very high. Fruity-ester flavors are moderate to very high. IBUs:
50-70, ABV: 6.3%-7.6%
IMPERIAL IPA
Color is gold to light brown. Hop aroma is very high. Malt character is medium to high. Hop flavor is very high, and should be fresh and lively
and should not be harsh in quality, deriving from any variety of hops. Hop bitterness is very high but not harsh. Alcohol content is medium-high
to high and notably evident. Fruity ester flavor is high. IBUs: 65-100, ABV: 7.6%-10.6%
SESSION IPA
Color of the classic IPA to a lower strength. Session India Pale Ales are gold to copper. There is a balance between the IPA character and a lower
alcohol content. Drinkability is a character of the overall balance of this style. Must not exceed 5.0% ABV.
ENGLISH IPA
Gold to copper colored. Fruity-ester aromas are moderate to very strong. Hop aroma is medium to high, often flowery. Medium malt flavor is
present. Earthy and herbal English-variety hop character is the perceived end. Hop bitterness is medium to high. Fruity-ester flavors are
moderate to very strong. Most traditional interpretations are characterized by medium to medium-high alcohol content. Hops of other origins
may be used for bitterness or approximating traditional English character. ABV: 5.1%-7.1%
BELGIAN/WHITE IPA
Color is gold to light brown. Chili haze may be evident. Hop aroma is medium to very high. Hop bitterness is medium to very high. Fruity-ester
flavor should be medium to high. Yeast derived characters such as banana, berry, apple, sometimes coriander spice-like and/or smoky-phenolic
characters should be portrayed with balance of hops and malt character when fermented with Belgian yeasts. Diacetyl, sulfur-like yeast
character, and Brettanomyces character should be absent. These beers can be IPA made with Belgian yeast, or Belgian witbier made with lots of
American hops. IBUs and AVB: varies
BLACK IPA
American black-ale styled IPA. Color is very dark to black. Hop aroma is medium-high to high, with fruity, floral, herbal or other hop aroma from
hops of all origins. Medium caramel malt and dark roasted malt flavors are evident. High astringency and high degree of burnt roast malt
should be absent. Hop flavor is medium-high, with fruity, floral, herbal or other hop flavor. Hop bitterness is medium-high to high. ABV:6.3%7.6%
Other IPA consists primarily of Rye, Red and Brown IPA’s
IPA’s that are solely included in either Seasonal or Variety packs are not accounted for in this analysis
Source: Brewers Association 2014 Beer Styles Guidelines
http://www.brewersassociation.org/wp-content/uploads/2014/06/2014_BA_Beer_Style_Guidelines_FINAL.pdf
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
CRAFT IPA STYLE SALES TRENDS BY INDIVIDUAL CHANNEL
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan by channel 52 Weeks Ending Jan 4, 2015
CRAFT IPA STYLES DOLLAR SALES & TRENDS
TOTAL U.S. SUPERMARKETS
 Total Craft IPA Dollar Sales were $342.2MM; +41.0% Change vs Year Ago
Dollar Sales (000s)
AMERICAN IPAs
$217,147
IMPERIAL IPAs
$85,845
SESSION IPAs
$11,440
ENGLISH IPAs
$7,185
% Chg vs
YA
42.3%
20.9%
338.8%
22.5%
BELGIAN/WHITE IPAs
$2,145
-21.5%
OTHER IPAs
$1,758
-12.2%
BLACK IPAs
$1,402
6.3%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
NUMBER OF IPA BRANDS SELLING
TOTAL U.S. SUPERMARKETS
Count of IPA Brands
741
636
520
388
292
215
2009
2010
2011
2012
2013
2014
2009
2010
2011
2012
2013
2014
AMERICAN
142
185
236
302
371
421
IMPERIAL
47
73
101
141
171
199
SESSION
3
3
5
7
14
28
ENGLISH
16
19
24
28
29
29
BELGIAN/WHITE
3
5
8
12
14
19
BLACK
2
3
9
16
20
25
OTHER
2
4
5
14
17
20
TOTAL
215
292
388
520
636
741
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
TOP 15 NEW CRAFT IPA BRANDS
TOTAL U.S. SUPERMARKETS
 Total Craft IPA Dollar Sales was $342.2MM
 Total New Craft IPA Dollar Sales was $35.4MM
Dollar Sales
SAMUEL ADAMS REBEL IPA
DESCHUTES FRESH SQUEEZED IPA
WIDMER BROS UPHEAVAL IPA
STONE GO TO IPA
ANCHOR IPA
$21,116,347
$3,065,214
$2,431,615
$2,019,258
$698,488
BALLAST POINT GRAPEFRT SCULPN IPA
$378,418
RHINEGEIST TRUTH IPA
$363,303
HANGAR 24 BETTY IPA
$239,082
TERRAPIN HI 5 IPA
$228,269
BALLAST POINT HABANER SCULPN IPA
$224,560
GRIFFIN CLAW NRMS RAGGDY ASS IPA
$218,961
FAT HEADS SUNSHIN DAYDRM SESSN ALE
$168,827
GOOSE ISLAND ILLINS IMPERL IPA
$153,258
BALLAST POINT EVEN KL SESSN IPA
$144,746
ALASKAN HOP O THERMIA DOUBLE IPA
$135,821
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
117 New Craft IPA Brands
•
•
•
•
•
•
57 American
32 Imperial
14 Session
5 Black
5 Belgian/White
4 Other
*American IPA *Session IPA *Imperial IPA
CRAFT IPA STYLES PACK SIZE BREAKDOWN
TOTAL U.S. SUPERMARKETS
 Craft IPA 12-Pack Sales have their highest share in the American and
Session Styles. 4-Packs have their highest share of sales in Imperial IPAs,
while Singles have the highest share of sales in Belgian/White.
2.6%
8.5%
13.8%
24.0%
24.9%
42.6%
46.4%
22.4%
65.8%
82.2%
5.8%
72.5%
39.3%
32.5%
1.9%
8.3%
AMERICAN IPAs
2.5%
IMPERIAL IPAs
12-PACK
BELGIAN/WHITE
IPAs
6-PACK
*Session 12-Packs include 15-Packs
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
0.1%
SESSION IPAs
4-PACK
SINGLES
3.9%
0.1%
ENGLISH IPAs
CRAFT STYLES IPA PRICING
TOTAL U.S. SUPERMARKETS
TOTAL
CRAFT
IPAs
$47.35
$42.21
$37.12
$38.80
$35.11
$35.06
$34.18
BELGIAN/WHITE
IPAs
IMPERIAL IPAs
BLACK IPAs
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
AMERICAN IPAs
SESSION IPAs
ENGLISH IPAs
CRAFT STYLES IPA MERCHANDISING SUPPORT
TOTAL U.S. SUPERMARKETS
 American and Session IPAs received the highest Merch Support increase in 2014
Number of Category Weighted Weeks, Any Merchandising & Change vs YA
3.9
Total
Craft
46.1
5.0
0.5
1.9
37.8
35.3
22.8
TOTAL CRAFT IPA AMERICAN IPAs
IMPERIAL IPAs
3.4
1.1
0.2
5.5
5.5
1.9
1.0
ENGLISH IPAs
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 52 Weeks Ending Jan 4, 2015
0.8
SESSION IPAsBELGIAN/WHITE IPAs BLACK IPAs
CRAFT IPA & IPA STYLES REGIONAL OVERVIEW
8 IRI REGIONS - SUPERMARKETS
Dollar Sales
TOTAL CRAFT IPA
CRAFT AMERICAN IPAs
CRAFT IMPERIAL IPAs
CRAFT SESSION IPAs
CRAFT BELGIAN/WHITE IPAs
CRAFT ENGLISH IPAs
CRAFT BLACK IPAs
% Chg vs YA
TOTAL CRAFT IPA
CRAFT AMERICAN IPAs
CRAFT IMPERIAL IPAs
CRAFT SESSION IPAs
CRAFT BELGIAN/WHITE IPAs
CRAFT ENGLISH IPAs
CRAFT BLACK IPAs
CALIFORNIA
WEST
GREAK LAKES MID-SOUTH NORTHEAST SOUTHEAST
SOUTH
CENTRAL
PLAINS
$84,556,787 $80,546,862 $48,337,170 $37,859,644 $32,193,041 $33,486,860 $15,010,584 $11,111,326
$45,601,039 $56,072,563 $26,140,183 $27,147,530 $22,790,330 $24,231,573 $9,234,715 $6,305,721
$25,081,520 $19,380,681 $9,688,159 $9,120,825 $7,007,458 $8,095,572 $5,205,518 $2,275,961
$2,367,266 $1,082,356 $3,833,013
$825,504 $1,187,232
$178,280
$576,019
$827,794
$703,769
$107,619
$493,371
$122,651
$270,262
$113,109
$244,980
$89,032
$684,070
$486,838 $1,130,993 $1,057,749 $1,985,045 $1,245,951
$209,921
$384,671
$414,817
$271,828
$302,020
$184,527
$149,513
$10,472
$16,488
$52,732
CALIFORNIA
WEST
40.6%
41.7%
20.7%
6328.8%
51.3%
139.7%
16.2%
26.9%
27.4%
11.7%
417.9%
-46.0%
80.1%
-25.8%
GREAK LAKES MID-SOUTH NORTHEAST SOUTHEAST
59.3%
58.6%
34.9%
182.3%
-0.7%
7.6%
40.2%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan IRI FOOD REGIONS 52 Weeks Ending Jan 4, 2015
42.1%
45.5%
25.0%
552.9%
-71.6%
19.1%
-3.9%
53.5%
47.1%
31.4%
355.2%
-24.5%
5.9%
39.1%
41.9%
54.9%
11.1%
159.8%
-69.2%
24.3%
-55.8%
SOUTH
CENTRAL
44.9%
47.0%
25.4%
715.5%
-10.6%
32.6%
259.5%
PLAINS
51.1%
61.3%
38.8%
137.2%
-37.1%
14.3%
-0.9%
CRAFT IPA & IPA STYLES REGIONAL OVERVIEW
8 IRI REGIONS - SUPERMARKETS
Dollar Share* of
Craft IPAs
CRAFT
CRAFT
CRAFT
CRAFT
CRAFT
CRAFT
AMERICAN IPAs
IMPERIAL IPAs
SESSION IPAs
BELGIAN/WHITE IPAs
ENGLISH IPAs
BLACK IPAs
Share Chg vs YA
CRAFT
CRAFT
CRAFT
CRAFT
CRAFT
CRAFT
AMERICAN IPAs
IMPERIAL IPAs
SESSION IPAs
BELGIAN/WHITE IPAs
ENGLISH IPAs
BLACK IPAs
CALIFORNIA WEST
60.9%
33.5%
3.2%
0.9%
0.9%
0.6%
GREAK LAKES MID-SOUTH NORTHEAST SOUTHEAST
72.4%
25.0%
1.4%
0.1%
0.6%
0.4%
CALIFORNIA WEST
1.4
(4.9)
3.1
0.1
0.4
(0.1)
1.9
(2.8)
1.1
(0.2)
0.2
(0.2)
62.9%
23.3%
9.2%
1.2%
2.7%
0.7%
70.6%
23.7%
2.1%
0.3%
2.8%
0.5%
71.5%
23.9%
0.5%
0.3%
3.7%
0.0%
GREAK LAKES MID-SOUTH NORTHEAST SOUTHEAST
1.3
(3.5)
4.1
(0.7)
(1.2)
(0.1)
* Share is calculated from the total of the 6 IPA Styles highlighted
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan IRI FOOD REGIONS 52 Weeks Ending Jan 4, 2015
68.3%
21.0%
3.6%
0.8%
5.9%
0.4%
SOUTH
CENTRAL
59.6%
33.6%
3.7%
1.6%
1.4%
0.1%
3.0
(2.7)
1.7
(1.2)
(0.5)
(0.2)
2.1
(1.8)
2.4
(0.7)
(2.1)
(0.0)
7.4
(6.0)
0.2
(1.2)
(0.4)
(0.1)
PLAINS
63.5%
22.9%
8.3%
0.9%
3.9%
0.5%
SOUTH
PLAINS
CENTRAL
2.2
2.7
(4.3)
(2.6)
3.1
2.9
(0.9)
(1.3)
(0.1)
(1.4)
0.1
(0.3)
TOP 15 FOOD MARKETS FOR TOTAL CRAFT IPA DOLLAR SALES
Number
% Change
of IPAs in
vs YA
Market
Dollar Sales (000s)
1. Los Angeles, CA - Food
$22,206
1
50.8%
151
2. Portland, OR - Food
$22,141
2
29.8%
210
3
21.8%
205
4
27.5%
145
5
43.4%
161
6
50.5%
192
3. Seattle/Tacoma, WA - Food
$20,247
4. San Francisco/Oakland, CA - Food
$19,172
5. San Diego, CA - Food
$16,533
6. Chicago, IL - Food
$9,753
7. New England - Food
$8,705
7
51.0%
124
8. Baltimore, MD/Washington D.C. - Food
$8,391
8
30.0%
161
9. Sacramento, CA - Food
$7,110
9
40.5%
159
10. Atlanta, GA - Food
$6,929
10
56.1%
94
11. Raleigh/Greensboro, NC - Food
$6,546
11
34.1%
123
12. Phoenix/Tucson, AZ - Food
$6,484
12
47.2%
141
13. New York, NY - Food
$5,938
13
49.9%
217
14. Detroit, MI - Food
$5,616
14
80.6%
106
15
51.2%
177
15. Charlotte, NC - Food
$5,015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan IRI FOOD MARKETS 52 Weeks Ending Jan 4, 2015
TOP FOOD MARKETS FOR CRAFT IPA STYLES
DOLLAR SALES & DOLLAR SALES CHANGE VS YEAR AGO
Craft IPA Style
Top 3 Food Markets Dollar
Sales
Dollar Sales
Top 3 Food Markets Dollar
Sales Chg vs YA
Dollar Sales
Chg vs YA
Total Craft IPA
Los Angeles, CA
Portland, OR
Seattle/Tacoma, WA
$22.2MM
$22.1MM
$20.2MM
Los Angeles, CA
Portland, OR
San Diego, CA
$7.5MM
$5.1MM
$5.0MM
Craft American IPA
Portland, OR
Seattle/Tacoma, WA
Los Angeles, CA
$14.8MM
$14.5MM
$14.3MM
Los Angeles, CA
Portland, OR
Seattle/Tacoma, WA
$4.9MM
$3.2MM
$2.9MM
Craft Imperial IPA
Los Angeles, CA
San Francisco/Oakland, CA
Portland, OR
Craft Session IPA
Grand Rapids, MI
Detroit, MI
San Diego, CA
Craft English IPA
San Francisco/Oakland, CA
San Diego, CA
Los Angeles, CA
$943K
$839K
$744K
$1MM
$700K
$667K
San Diego, CA
Grand Rapids, MI
Los Angeles, CA
$645K
$595K
$526K
New England
Chicago
New York
$679K
$550K
$537K
Los Angeles, CA
San Francisco/Oakland, CA
Tampa/St Petersburg, FL
$154K
$112K
$62K
Craft Belgian/White IPA
San Diego, CA
Los Angeles, CA
San Francisco/Oakland, CA
$263K
$258K
$92K
Los Angeles, CA
San Diego, CA
Milwaukee, WI
$134K
$73K
$52K
Craft Black IPA
San Francisco/Oakland, CA
Richmond, VA
Seattle/Tacoma, WA
$190K
$83K
$69K
San Francisco/Oakland, CA
Buffalo/Rochester, NY
Columbus, OH
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan IRI FOOD MARKETS 52 Weeks Ending Jan 4, 2015
$5.9MM
$5.9MM
$5.3MM
$23K
$19K
$15K
OND SALES RECAP
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
TOP 15 SINGLE WEEKS FOR CRAFT CASE SALES 2010-2014
TOTAL U.S. SUPERMARKETS
 Two-thirds of the top single weeks for Craft based on Case Sales occur
during OND. The Craft Segment’s ability to generate over 1MM Case Sales
during key holiday single weeks is becoming the norm
Case Sales
July 6, 2014
1,203,395
December 28, 2014
1,101,146
November 30, 2014
1,096,094
July 7, 2013
1,052,130
August 31, 2014
1,016,544
December 21, 2014
1,009,142
December 29, 2013
975,710
May 25, 2014
974,832
December 1, 2013
972,851
December 22, 2013
967,573
September 7, 2014
914,418
November 2, 2014
904,571
November 23, 2014
901,387
September 1, 2013
900,815
January 4, 2015
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD Single Weeks, Week Ending Jan 3, 2010 through Week Ending Jan 4, 2015
878,917
OCT/NOV/DEC (OND) 2014 BEVERAGE ALCOHOL
DOLLAR SHARE BREAKDOWN
TOTAL U.S. SUPERMARKETS
 Beer lost one-half of a share point in Total Bev Alc Dollar Sales to Wine during OND 2014
 Craft gained +0.7 share of Total Beverage Alcohol Dollar Sales. Cider gained +0.3. Their
gains came primarily at the expense of both the Premium and Sub-Premium Segments.
Dollar Share OND 2014
Dollar Share OND 2013
SPIRITS
18.2%
Beer
43.9%
SPIRITS
18.2%
DOM PREM
15.9%
TOTAL WINE
38.0%
Beer
43.4%
DOM PREM
15.0%
IMPORT
8.1%
TOTAL WINE
38.5%
IMPORT
8.1%
CRAFT
7.6%
CRAFT
6.9%
DOM SUBPREM
5.3%
NA's
0.4%
MALT
LIQUOR
0.4%
CIDER
0.9%
DOM SUPER
PREM
PAB's
4.5%
1.4%
DOM SUBPREM
4.9%
NA's
0.3%
MALT
LIQUOR
0.4%
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD, 13 Weeks Ending Dec 29, 2013 (OND 2013) and 13 Weeks Ending Jan 4, 2015 (OND 2014)
CIDER
1.2%
PAB's
1.5%
DOM SUPER
PREM
4.4%
CRAFT SHARE OF BEER & BEV ALC DOLLAR SALES OND 2014
TOTAL U.S. SUPERMARKETS
Craft Dollar Share of Beer
20.0%
15.0%
12.6%
13.9%
15.6%
17.5%
10.0%
5.0%
0.0%
2011
2012
2013
2014
 Craft increased its
share of Total Beer
Dollar Sales by
nearly two full
points during OND
2014 compared to
OND 2013
Craft Dollar Share of Bev Alc
8.0%
6.0%
5.5%
6.0%
2011
2012
6.8%
7.6%
4.0%
2.0%
0.0%
2013
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD 13 Weeks Ending Jan 4, 2015 (OND 2014)
2014
 Craft increased its
share of Total
Beverage Alcohol
Dollar Sales by
almost one full
point in OND 2014
TOP 10 CRAFT VENDORS – ACTUAL DOLLAR SALES
CHANGE VS YEAR AGO DURING OND 2014
TOTAL U.S. SUPERMARKETS
 Lagunitas Brewing and Sierra Nevada Brewing were the top two
Craft Vendors who increased their Dollar Sales during OND 2014
Dollar Sales Change vs Year Ago
THE LAGUNITAS BREWING COMPANY
$6,126,443
SIERRA NEVADA BREWING CO
$5,128,854
NEW BELGIUM BREWING COMPANY
$4,650,145
STONE BREWING CO.
$2,980,513
Dollar
Share of
Craft
Dollar
Share
Chg YA
4.2%
1.1%
8.8%
0.0%
7.4%
0.1%
2.3%
0.5%
BALLAST POINT BREWING COMPANY
$2,019,331
0.9%
0.4%
DESCHUTES BREWERY
$1,876,612
3.0%
0.0%
SWEETWATER BREWING COMPANY LLC
$1,813,345
1.5%
0.3%
FOUNDERS BREWING CO
$1,688,271
1.1%
0.3%
1.6%
0.2%
1.0%
0.2%
BELLS BREWERY INC
FIRESTONE WALKER BREWING COMPANY
$1,449,421
$1,220,069
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD, 13 Weeks Ending Jan 4, 2015 (OND 2014)
NEW BEVERAGE ALCOHOL PRODUCTS RELEASED DURING OND 2014
TOTAL U.S. SUPERMARKETS
 Spirits achieved the highest share of total new Bev Alc product Dollar Sales
released during OND 2014. Wine had the highest number of new SKU’s.
Dollar Sales New Products
OND 2014
New Item SKU Count OND
2014
BEER, 127
BEER,
$2,601,662
SPIRITS,
152
SPIRITS,
$4,444,377
TOTAL
WINE,
$1,651,329
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD, 13 Weeks Ending Jan 4, 2015 (OND 2014)
TOTAL
WINE, 179
NEW BEER PRODUCTS RELEASED DURING OND 2014
TOTAL U.S. SUPERMARKETS
 Small Town Brewery had the top selling new Craft beer package released
during the OND 2014 time period
Dollar Sales
$1,977,000
$373,538
Craft
Segment
Cider
$158,420
$59,810
$31,403
$1,285
$206
Import
Dom Sub
Prem
PABs
Dom Sup
Prem
Dom Prem
OND Best Selling new package by Segment
Dollar Sales
Craft
SMALL TOWN NT YR FATHRS RT BEER 6-PACK 11-12OZ BTL
$409,888
Cider
JOHNNY APPLESEED VARIETY PACK 12-PACK 11-12OZ BTL
$246,506
Import
GUINNESS THE 1759 AMBER ALE SINGLES 25.4OZ LNBTL
$80,954
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
Source: IRI Infoscan Total US FOOD, 13 Weeks Ending Jan 4, 2015 (OND 2014)
Thank You!
Craft Brewers: Please continue to send your current UPC lists
and product images to me to insure your products are being
tracked by IRI.
Please e-mail me at [email protected]
Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.
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