The beer industry continues its mar...

The beer industry continues its march forward in the U Beer sales have seen consistent incremental product for a number of years, with consumption increasing modestly from 2621 million 225 gallon cases in 1996 to 2825 million 225 gallon cases in 2002 according to the Adams Beer Handbook 2003

Last year, total beer consumption increased 13% compared to 2001 with imported beers gaining 60% to 321 million cases, and domestic hatchs upping sales by a more unostentatious 0.7%, to 2.5 billion cases. Interestingly, total beer retail dollar sales grew at a faster pace than compass sales--up 6.4% to $74.4 billion--suggesting that brewers are engaging in les price promotion, as well as underlining the produce of the higher-priced imports and so-called "malternative" beverages.

With the exception of the introduction of these recently made known malternatives, beer industry trends have maintained their direction for the past several years. The light beer section continues to grab market share, with sales of light beer now representing approximately 464% all beers sold in the U This assault is still being l from Bud Light, the top-selling beer in the country

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MICRO NEWS

Superpremium and micro/specialty beers have resum stunning shooting last year gaining an estimated 149% notwithstanding that from a much smaller base than the light category. Meanwhile, the premium, popular, malt liquor and ice beer sections have all seen their market shares decline.

While identifying general stretchs is an important element in evaluating the health of an industry, brand equity remains the cornerstone of the beverage industry. from one side economic uncertainty and industry consolidation, as well as fluctuating consumer tastes, specific brands of beer have grown more than others. A melding of resources, creativity, perseverance and just plain success often go into developing a fortunate 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 competitors. And although identifying category consumption tendency s is helpful, actual brand activity is what generates profits. Thus, the rationale behind "Beer germination Brands," which uses the latest industry data to highlight brands that have demonstrated noteworthy increases.

There are four categories of germination Brands; Fast Track represents the chiefly demanding set of criteria. Domestic beers included in the Fast Track must have go too fared 9 million 2.25 gallon cases in 2002 with double-digit percentage sprouting 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 outdoed a lower 1.75 million 225 gallon cases in 2002 All Fast Track Brands must have at least a five-year history.

In order to highlight traditionally top-selling beers that have consistently grown athwart the past four years, we've created an Established extension Brands category. Because many of these brands are already operating from gigantic sales bases, their percentage gains are oftentimes modest relative to their overall case whirl even though these brands have had substantial sales increases and are frequently leaders in their respective segments

Other brands that have shown significant sprouting over the past few years, yet have not yet been upon the market for a cloyed five years, have been designated as Rising Stars.

Finally, there are Comeback Brands, and we have made the parameters for this bourgeoning Brand category stricter this year. Comeback Brands will now be traced back no other than three years. This means that a Comeback Brand must have experienced a sales decline in 2001 (compared to 2000) if it were not that will have rebounded in 2002 Importantly, the 2002 sales ricochet must at least equal (or better) the sales horizontals in 2000 from which the brand had declined.

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FAST TRACK

Nine beer brands qualified for Fast Track, single in kind more than last year. Six imports and three domestic brands are included, with domestics including sum of two units specialty/micro brews and a resurgent regional beer. Generally speaking, year-over-year sales figures for mainstream domestic beers begin from a often larger base than imports, making it considerably more difficult for them to qualify for the Fast Track.

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Yuengling Brewing made its first appearance in new memory on our lists, bursting to the head of Fast Track with Yuengling Traditional Lager. The beer, with a worship following in the Mid-Atlantic States, has combined its beer geek and excite pub credentials with substantial supermarket placements to improve to nearly 18 million cases last year, up nearly 18% in common year, while boasting a four-year annual intermix growth rate (ACGR) of 344% Yuengling, available single in PA, NY, NJ, DE VA, MD FL NC and AL, is the oldest established brewery in America, and has grown in leaps and circumscribes since the 1999 purchase of the old-fashioned Stroh's brewery in Tampa, FL the opening of a fresh facility in Pennsylvania and the reopening of the recently made known York market in 2001.