InBev Attacks Craft
Sales Winner So Far
Dollar sales for several craft beer companies
have grown by double digits in 2018, including
Founders (48.7 percent), Bell’s Brewery (10.1
percent), Firestone Walker (14.2 percent) and
Dogfish Head (17.7 percent). Artisanal Brewing
Ventures — which includes Southern Tier and
Victory Brewing — is also up 18.2 percent.
Year-to-date sales of several top craft offerings
are also growing by double digits, including
Founders All Day IPA (52.3 percent), Firestone
Walker 805 Blonde Ale (20.8 percent), Bell’s
Two Hearted Ale (17 percent), New Belgium
Rampant Imperial IPA (50 percent), Kona Big
Wave Golden Ale (29.4 percent) and Cigar City
Jai Alai IPA (66.8 percent).

Dollar sales of A-B’s low-carb Michelob Ultra
offering have continued to climb in 2018, up
18.9 percent. And two of the company’s top
craft offerings, Elysian Space Dust IPA and
Goose Island IPA, increased dollar sales by
99.7 percent and 4.2 percent, respectively.  

.
n a recent Tampa Bay Times article, the Florida Brewers
Guild claims at least 12 of its members have lost shelf
space in the Publix grocery store chain to craft brands
acquired by Anheuser-Busch.“They’re blatantly removing
Florida craft ones and replacing them with beers
purchased by these big guys,” Joshua Aubuchon, an
attorney and lobbyist with the Florida Brewers Guild, said.

Publix has cut its craft beer section in half, from 16 feet
to 8 feet, and added spaced for more domestic beer
brands, such as A-B’s Budweiser and Bud Light
offerings, as well as Constellation Brands’ Corona
products. The extra space is coming at the expense of
Florida beer brands such as Swamp Head, Motorworks
and 3 Daughters, who either lost their placements or
had space cut in half  Also a Publix display map,
apparently put together by A-B, shows the chain added
products from its craft(y) division, including Goose
Island, Elysian, Golden Road
BeerNexus response is to ask you to always look for the
Independent Brewers seal  on all the beer you buy.
Limited Editions - Brouwerij Martens in Bocholt, Belgium has announced a
marketing campaign ifor the 2018 World Cup. The brewery has released 32 limited-
edition, specially printed bottles of its beer in French supermarkets, emblazoned
with a stylized of each team that qualified for the 21st World Cup.

Russian Beer Scores-- Analysts estimate that Russia, a country that bans
alcohol advertisements and whose beer sales fell 5 percent in 2017, will see a 2 to 3
percent spike in beer sales thanks to its hosting the World Cup

World Cup Bud -  Budweiser (who else) is the global beer sponsor of the 2018
World Cup. Spectators the world over — an audience of over 3.2 billion — will be
tuning in to four Budweiser commercials throughout the month-long tournament.
This ad campaign, called “Light Up the FIFA World Cup,” is AB InBev’s biggest yet.
Bigger than the Super Bowl. Bigger than anything any beer company could ever
imagine. We’re talking ads aired in 50 countries.

Beer Decline -  Through the first five months of 2018, U.S. brewers have
shipped more than 67.7 million barrels of beer, down 3.5 percent compared to
2017 levels.

Another Sell Out- London’s Beavertown Brewery just announced that
Heineken International B.V. would acquire a stake in the company. Beavertown
founder is Logan Plant, son of Led Zeppelin frontman Robert Plant,
Do New Drinkers Like Beer?

Currently, 21- to 24-year-olds account for just 7 percent of the legal-drinking
population in the U.S. However, as more young people come of age, their market
share more than doubles (24 percent) by 2028.

In the poll of young drinkers only 25 percent of consumers who drank alcohol
agreed with the statement that beer is “for people like me.” That number crept
up to 31 percent for consumers who drank alcohol in the last week.

More young drinkers identified with beer as being for them versus wine
(21 percent of those who consumed alcohol within last month versus 19 percent
of those who consumed alcohol within the last week) and liquor (14 percent of last
month and 17 percent of last week).

The image of beer as “a special treat” should also be a concern for the industry,
Only 23 percent of last month consumers and 16 percent of last week consumers
said they viewed beer as a special treat. However, more young consumers viewed
wine (39 percent last month and 38 percent last week) and liquor (30 percent last
month and 34 percent last week) as “special.”  

Hmm 21-24s don’t think beer is a treat or is specia?  Well afterl a year of being
bombarded with “Dilly Dilly” I can understand why.  And Dilly Dilly to you too InBev.



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Edited by Jim Attacap

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