While the beer category has seen co...

While the beer category has seen consistently retiring growth for several years--with consumption increasing incrementally from 2621 million 2.25-gallon cases in 1996 to 2825 million 2.25-gallon cases in 2002--total beer consumption decreased 02% to 2818 million cases, in 2003 According to the Adams Beer Handbook 2004 the slight overall dimensions decrease included a 0.5% decline in domestic beer and a 22% increase in imported beer. As would be awaited these compare unfavorably with 2002 figures, when imported beer gained 60% and domestics were up 07% Still, beer sales continued to climb, with total dollar bulk increasing by 4.9% in 2003 to approximately $781 billion nationwide. This refer tos that most brewers are prosperously holding the line on pricing, as well as underlining the continued impact of higher-margin malt-based products

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"Low-carb" emerg as the marketing mantra athwart the past year, with a hardly any product introductions following on the heels of Michelob Ultra's lucky debut as the first so-called "low-carb" make beer late in 2002. Labatt's defence Green Light and, more not long ago Coors' Aspen Edge, joined the "low-carb" sub-segment if it be not that Miller made the most noise with a hard-hitting ad campaign declaring that its flagship Miller Lite has been a low-carb produce all along. And it worked. Sales of Miller Lite climbed in the marketplace in 2003 reversing three straight years of declines. This instigated an equally hard-hitting ad campaign from Anheuser-Busch stating that, in fact, all light beers, including sprout Light, are low in carbs. And in such a manner it goes, with Miller and A-B continuing to laggard it out over the airwaves.

The "malternative" revolution of the past not many years slowed considerably in 2003 with any of the original successful brands taking major hits. For example, Smirnoff Ice, which explod forward the market with more than 20 million cases in 2001 and more than 23 million in 2002 missing about 8 million cases to just through 15 million in 2003. on the contrary the brand made up for the los with the introductions of Smirnoff Ice Triple Black (6 million-plus cases) and Smirnoff Twisted V (13 million cases) in 2003

Overall, yet beer industry trends have maintained the same course for a number of years. The light beer category continues to do the industry's heavy lifting, comprising more than 47% of all beers consum in the U l by the agency of the seemingly indomitable Bud Light, which continues to increase sales and remains the best-selling beer in the U according to far.

Sales of superpremium and micro/specialty beers slowed last year, following a double-digit percentage gain in 2002 (though distant from a small base). Meanwhile, the premium, popular, malt liquor and ice beer portions continued to see their market shares decline.

BRAND EQUITY

Still, as we've said here before, while identifying general directions comprises an important element in evaluating the health of an industry, brand equity remains the cornerstone of the beverage industry. between the sides of the economic uncertainty and brewing industry consolidation of the past not many years, as well as always-fluctuating consumer tastes, specific brands of beer have grown their business more than others. A melding of resources, creativity, perseverance, the right economic environment and just plain fortune often go into creating and developing a prosperous brand, and still, it remains somewhat of a mystery. Indeed, there are beers in each category and at every price point that, for a variety of reasons, have either fallen behind or outpaced their respective competitors. And although identifying category consumption trendings is helpful, actual brand activity is what generates profits. Thus, the rationale behind "Beer sprouting Brands," which uses the latest industry follows to highlight those brands that have demonstrated noteworthy increases above the past few years.

There are four categories of produce Brands and the Fast Track set forths the most demanding set of criteria. Domestic beers included in the Fast Track must have transcended 9 million 2.25-gallon cases in 2003 with double-digit percentage increase over each of the past four years. Imported (and micro/specialty) beers included in the Fast Track met the same criteria, with their sales having overstep the proper limited a lower threshold of 150 million 2.25-gallon cases in 2003 All Fast Track Brands must have at least a five-year history.

Other brands that have shown significant product over the past few years, on the other hand have not yet been forward the market for a satiated five years, have been designated as Rising Stars.

In addition, in order to highlight traditionally top-selling beers that have consistently grown throughout the past four years, we've created an Established vegetation Brands category. Because many of these brands are already operating from enormous sales bases, their percentage gains are frequently modest relative to their overall case book even though these brands have had substantial sales increases and are frequently leaders in their respective portions As in the Fast Track category, there is a entrance difference between domestic beers and import/craft brews