6/23/2013 1 Bar Trends & Your Bowling Business June 24, 2013 Bar Trends Agenda A brief look back at 2008‐2012…. Marketing‐changing the game! The big news in beer! Liquor‐Comeback Player winner! The skinny on Cocktails…. Is it a good year for Wine? Grab‐bag: NA expansion, bar controls, return to service…..
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6/23/2013
1
Bar Trends &Your Bowling Business
June 24, 2013
Bar Trends Agenda
A brief look back at 2008‐2012….Marketing‐changing the game!
The big news in beer! Liquor‐Comeback Player winner!
The skinny on Cocktails…. Is it a good year for Wine?
Grab‐bag: NA expansion, bar controls, return to service…..
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A (brief) look back at 2008-2012
Restaurant industry shrinks for 3 plus years
2012—Restaurant industry rebounds
Gas prices: $4 to $2; back to $4 Commodities: steady, drop, then LIFTOFF
Politics and Legislation—YUCK! Per Capita Beer Consumption Rises in 2012!
Bar Trends--Marketing
FacebookPatron
Sam Adams
STFC, Temple
Event SponsorshipsSocially active
Food pairings
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Bar Trends--Marketing
New times fit to new work schedules New times match Millennials’ eating
habits Address the growing trend of snacks
versus full meals Capture a part of the market that is
value‐oriented Friday, then Thursday most popular
happy hour times 64% of guests in a recent survey said
they would patronize a Saturday Happy Hour if one was offered
98% of guests prefer to eat during Happy Hour
Simple pricing preferred by guests
Bar Trends--Marketing
Most Appealing Happy Hour Specials1) 50% off any drink2) Two drinks for the price of one3) Line‐priced classic cocktails4) Discounted pitchers5) Inexpensive specialty drinks6) Inexpensive bottles of beer7) Inexpensive draft beer8) Discounted glasses of wine
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The Big News in Beer!
Draft Beer Consumption
FROM 2002‐2012 Draft share grew from
9.0% to 10.0% Total draft volumes grew
at 1.2% CAGR Total beer industry grew
at 0.2% CAGR Total US draft industry
was 644.5 million gallons in 2012
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Per Capita Consumption of Malt Beverages
0
5
10
15
20
25
30
1980 1985 1990 1995 2000 2005 2010 2011 2012
Gallons
Per Capita Consumption of Draft Beer
0
0.5
1
1.5
2
2.5
3
3.5
4
1980 1985 1990 1995 2000 2005 2010 2011 2012
Gallons
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Draft Beer Growth 2010 to 2012
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
2010 2011 2012
Domestic
Imports
Total
Imported Draft Beer--2012
Country 2012 Volume Share Growth
Belgium 630,174 26% 6.5%
Ireland 476,698 20% ‐3.9%
Mexico 448,811 18% 29.0%
Canada 271,058 11% ‐21.2%
Germany 196,585 8% ‐3.4%
U.K. 160,819 7% ‐5.6%
Netherlands 154,213 6% 0.2%
TOTAL 2,438,550 100% 1.3%
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Craft Beer—no fad, just trend…...
Why Craft Beers are important to bars & restaurants:
Craft beer drinkers’ check average are 36% higher than premium beer drinkers’
60% of beer drinkers drink craft beer & want to be traded up
Craft beers are the most exciting & growing segment of the beer business
Millennials seek out craft offerings establishments Craft brands bring authenticity, flavor & credibility to the establishment that offers them
Craft beer enhances the customer experience
Cashing in on the Craft Beer Trend
Focus first on delivering the beer properly Storage Pouring Glassware
Staff Education & Training Know styles and flavor profiles Suggest craft beers first Food & beer pairings
Cost of product & Inventory Management Local focus Establish partnerships
Rotation of brands & breweries
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Craft Brewing Facts
Craft brewing was up 17% in dollar sales in 2012; up 15% in volume
Craft sales expected to increase 50% from 2012 to 2017 (12 billion to 18 billion)
Craft brew sales were 10.2% of total beer dollar sales in 2012
409 Breweries opened in 2012 and 43 closed Overall beer sales were up .9% in 2013 The majority of Americans live within 10 miles of
a craft brewer IPAs led the craft beer growth in 2012 (up 40%) Seasonal ale sales were up 12.6% in 2012 50% of Millennials aged 25‐34 consume craft beer
“Crafting” a Draft Menu
Sam Adams Boston Lager Boston, MA Sierra Nevada Pale Ale Chico, CA Blue Moon Belgian White Ale Golden, CO Stella Artois Lager Leuven, Belgium Bud Light Lager St. Louis, MO Miller Lite Lager Milwaukee, WI Dos Equis Lager Monterrey, Mexico Shiner Bock Dark Lager Shiner, TX Rahr & Sons Texas Red Fort Worth, TX Stone IPA San Diego, CA Guinness Dark Stout Dublin, Ireland Woodchuck Amber Cider Middlebury, VT
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Cider
Sales have tripled since 2007 in this category For the week‐ending April 21, 2013, sales up over 100% for the 52
week period Dry, sweet, semi‐sweet, low carbonation, high carbonation Woodchuck the pioneer brand—Angry Orchard growing rapidly Sells at premium or super‐premium level
An Open Letter to Bar Operators
Would you like to get YOUR MONEY out of MY pocket?
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New Products from the Big Boys
Spirits Trends
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Spirits Trends
Spirits Trends
Spirits sales up 3% in 2012 Top selling U.S. brands Premium brands driving category Growth in local (micro) distilleries 24 micro “stills” in 2000; ~275 today
Brown spirits re‐emerge (flavors) Artisan positioning key Price premium for high‐end brands must be