United States (USA) Beer Market Insights 2013 By: Canadean Ltd

1. USA Beer Market Insights 2013
Canadean Ltd
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2. USA Beer Market Insights 2013
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Despite challenging economic circumstances, US beer consumption returned to growth in 2012 with volumes up by 1%. Craft beer
was one of the highlights, with sales rising almost 15%. New products such as Bud Light Platinum, Bud Light Lime and Steel Reserve
made an important contribution to the growth in the beer market by bringing some much needed dynamism and personality to a
beer segment which over many years has become overly dependent upon a handful of top-selling mega brands such as Bud Light,
Budweiser and Miller Light. It is clear that the continued fast pace of growth for the craft beer industry is not without its challenges
as some of the larger regional players begin to hit capacity issues and start to consider the most appropriate strategies to expand
sales. At the same time the number of new beer product introductions is beginning to provide a headache for beer retailers, due to
the number of specialty beers now on sale. Nevertheless the US beer segment will continue the positive momentum that was seen
in 2012.
Back to growth thanks to craft segment and new products
The US beer market confounded expectations and bounced back to growth in 2012, rising by 1%. Once again Per capita consumption
also rose slightly after declines over recent years. The growth in the economy was driven by a combination of factors, but was largely
underpinned by the continuing buoyancy of a craft beer segment which continues to go from strength to strength. The craft segment
has clearly captured the beer drinker’s attention by providing local beers with a wide variety of tastes and lots of personality but on
a small scale in sharp contrast to the mega-brands which have hitherto dominated the US beer market.
Imports also grew quite strongly during the year with volume up by almost 2%, adding more than 600 th hls with Belgium, the
Netherlands and especially Mexico experiencing very solid growth and more than compensating for sharp declines in Canada and
Germany. Another notable contributor to the growth of imports was Poland – up by over 13% within the core beer market segments
new products made a significant contribution to the turnaround in the fortunes of the beer market. For example the success of Bud
Light Platinum in its first year helped to stem the decline of light beer consumption to less than 1%, while Budweiser Black Crown
and Third Shift had a somewhat similar impact upon the premium (local segment) segment. At the same time further additions to
the Blue Moon, Leinenkugel and Henry Weinhard`s ranges helped to boost volumes in their respective segments.

3. USA Beer Market Insights 2013
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4. About the Publisher
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Canadean has long held a reputation with FMCG markets for providing specialist business
information by conducting detailed industry and consumer research, supported by insightful value-
added analysis. Canadean covers the entire spectrum of the consumer value chain from suppliers,
brand owners, distribution channels and consumer insight.
By researching markets in a holistic way, Canadean’s research methodology enables clients to make
informed, strategic decisions that are founded on robust and reliable data and market insights.
Canadean specializes in online survey panels, qualitative and quantitative in-country research,
industry analysis and consultancy.
Canadean’s dedicated in-country researchers and analysts have an industry background in
marketing, market research, consulting and advanced statistical expertise. They are well positioned
in the industries themselves and therefore, best placed to ask the right questions of the right
people. This network of professional researchers stretches across more than 80 countries, enabling
Canadean to conduct unique research via our trusted business communities.

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