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Beer Marketer's INSIGHTS

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Beer Marketer's INSIGHTS, our flagship newsletter, is published 23X a year. For the last 38 years, it has frequently been the first and often only publication to report the most important beer industry facts, trends, and insights. Each issue features four info-packed pages. Inside, you'll find the latest news and numbers about the US beer business, with a special focus on exclusive articles and analysis. Readers of Beer Marketer's INSIGHTS get the info necessary to stay abreast of the latest industry events, and the understanding of those events. Here's just a small sampling of what you'll find inside:

Beer Marketer's INSIGHTS is written by the most experienced and knowledgeable staff serving the industry. More execs keep up-to-date by reading Beer Marketer's INSIGHTS than any other beer industry publication.

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When Heineken announced Maggie Timoney will replace Ronald den Elzen as ceo of Heineken USA starting Sep 1, much made of fact that she is first ever female ceo of top 5 US supplier. “Heineken shatters US beer industry’s glass ceiling,” Ad Age headlined. While that’s indeed notable in such a male-dominated industry, at least as significant are the many challenges Maggie will face to turn Heineken USA around. Maggie gets raves from lotsa folks who knew/know her well. But folks question whether HUSA, with just a 4 share and no brands of size growing, can get back to growth no matter how skilled the leader. For past 5 yrs, Maggie ran Ireland for Heineken. That biz no small potatoes, but reportedly less than half of HUSA. Actually, only 4% of Heineken’s global volume in US (a little higher on profits). In Ireland, Maggie “over-delivered on volume, revenue, profit and market targets,” co said. Maggie born in Ireland, but a US citizen. She spent much of her career here, including as SVP of Human Resources at HUSA. HUSA volume under increased pressure in last 12 mos. Following 3% loss last yr (worst trend since 2011), it dropped high single digits…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 11
MillerCoors originally wrote distribs that its supply chain “would resume full operation” by end of Apr, but now at end of May, co still struggling with same issues. And it doesn’t know when situation will be fixed (tho it has improved). So MC missing important sales in peak-selling season. Distribs cannot even get all of beer they ordered. Brands like Coors Banquet and Blue Moon, heavily or exclusively brewed in Golden are taking hit. MC has often boasted that Coors Banquet up 11 straight yrs. It likely won’t make 12. Down 3.5% yr-to-date thru May 12 in Nielsen all outlet. Blue Moon Belgian White down 2%. At least, Miller Lite on improved track; up slightly last 4 weeks. And Sol flying off small base. Meanwhile, Molson Coors under pressure with value of stock down over 40% from peak. But co maintains it’s on right course. “There is no plan B,” one analyst recently quipped. Needs to sell, merge or do JV, said an astute longtime observer. But “very few if any buyers,” according to another and also “no successor” within co. So what will Molson Coors do? Confluence of challenging circumstances and strategic conundrums leading up to TAP investor day…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 10
At TTB webinar last fall, regulators showed slide that included common brewery sales incentives for distrib employees as “examples” of “commercial bribery” law violations. Especially in context of TTB stepping up trade practice enforcement – 50 ongoing investigations − that made distribs nervous. Prompted NBWA counsel Paul Pisano to seek clarification of whether specific scenarios − like supplier offers sales incentive to distrib to sell more of Brand X or all of supplier’s brands − would be violations. TTB’s response: “if the industry member is providing sales incentives to the wholesale entity itself and not its employees, the commercial bribery provisions would not apply unless the wholesaler was acting as a mere conduit” between officers, employees or reps. Or, as Paul summarized: “It is permissible for suppliers to offer incentives to wholesaler companies. However, the wholesaler company must have control of where the money goes and cannot be a ‘mere pass through’ for the supplier to an individual distributor employee.” What’s a “mere pass thru”? It’s when: 1) there’s any agreement “implied or explicit,” that incentive will be passed on to employees or; 2) it’s “obvious by the very nature of the item” that a pass thru “clearly contemplated” or;…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 8
On-premise trends in 2017 about same as in 2016, reports Nielsen CGA. Volume dipped 1.9% while $$ sales down 1.1% compared to -2% and -0.7% respectively in 2016. Nielsen projects 467 mil case-equivalents sold on premise. That’s about 34 mil bbls, for a little over 16 share of total volume. Importantly, Nielsen does not include projections for taproom sales, an increasingly important part of craft biz, and near 3 mil bbls in 2017. That’s over 10% of craft volume and 8-9% of on-premise volume. Given rapid growth in taproom biz, on premise closer to even for the year and likely out-performed off premise all in. Craft volume slowed to +0.7% in Nielsen’s on-premise universe last yr and $$ sales up just 1.2%. But craft still picked up 0.8 share of on-premise $$ to 32.5. That’s just below domestic premium’s 33.6 share for the yr, down 5-6% and losing 1.6 share of $$. Import trends slightly better than craft; imports hit 19 share of volume, 21 share of $$. So craft + import had 53.5 share of $$. No other segments over 4 share of volume or $$. Superpremiums at 3.9 share of volume, subpremiums just 3.3. AB and MC shed…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 5
A whole lotta personnel changes and workforce reductions at end of 2017 and in first few weeks of 2018. Many reflect new tougher realities. Biggest cuts came at Pabst, where volume down 10% last 2 yrs, $$ down more than that. Not Your Father’s franchise declined dramatically. Pabst will cut costs 15% across-the-board. That will mean another job reduction of about 50 people, with additional 20 positions that will remain unfilled. Pabst going from 380 to 310 employees. Recall, Pabst surged from 250 to peak of 440 employees early in Eugene Kashper era. Charismatic chairman Eugene took center stage back during growth, but rarely seen these days. This is 2d big job cut and it’s across all depts (a 3d reduction included a handful of sr execs). Number of employees down 30% from peak. Then too, Pabst cutting SG&A about 15% too. Clearly, Pabst hired too many folks, spent too much, betting on the come for growth that did not materialize. Big leadership change at top for North American Breweries: NAB’s new CEO Adrian Lachowski starts Feb 1 as Kris Sirchio “steps down” after 4 yrs. Adrian will “focus on elevating sales performance,” sez NAB, while it implements new biz…

Publishing Info

  • Year 2018
  • Volume 49
  • Issue # 2
Ever play “which of these pictures look the most like the other?” One irony of beer biz these days is how craft segment beginning to look more and more like mainstream beer in some key ways. For one example, look at top-5 brand trends by segment in IRI MULC data yr-to-date thru Nov 5. (These are BMI-defined segments, by the way; IRI, for example, includes Blue Moon and Leinie Shandy in craft, while we put ’em in superpremium.) Segments that look most alike: premium and craft. In each, 4 of 5 top brands down yr-to-date. Among premiums, top 4 each down low to mid-singles as they’ve been much of 2017. Yuengling eked out tiny gain, thanks to Indy expansion. In craft, #4 Lagunitas +6.2%. But that’s significant slowdown (and up just 2% for 12 wks). And 4 other top craft brands each down, including double-digit losses for Sam Seasonals and Fat Tire, near double-digits for Sierra Nevada Pale Ale. Interesting that Shiner Bock hangin’ in as well as it is, despite fierce, growing competition in key Tex mkt. Top 5 Brands By Segment: YTD Volume Trend, IRI MULC Premium % Chg Import % Chg FMB % Chg Bud Lt -5.4…

Publishing Info

  • Year 2017
  • Volume 48
  • Issue # 22
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