Import/Craft Beer 101 Dave Anglum – Key Account Manager Anheuser-Busch, Inc
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Import/Craft Beer 101Dave Anglum Key Account ManagerAnheuser-Busch, Inc
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What is Beer? centurys old process of converting sugared water to fermented liquid some of the oldest recipes ever found have been beer recipes beer was a necessity in ancient times poor water quality social and medical contributions
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Whats in a Beer? BARLEY the body & soul of beer YEAST the life of beer HOPS the spice of beer WATER the integrity & purity of beer
ADJUNCTS Additive grains like rice or corn, fruit or spices
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Barley Body & Soul Barley malt gives beer: NATURAL enzymes to covert starch to sugar needed for fermentation MALTY sweet flavor COLOR FOAMY head
Two row & six row barley malt are used in the brewing process.Variety of barley malts helps determine the color, texture and flavor of beer.
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Yeast Life of Beer Yeast is the catalyst of change: one cell micro-organism produces carbon dioxide and alcohol
Two types of yeast are used to produce beer: ALE top fermenting LAGER bottom fermenting
There are literally thousands of brewers yeast that create a variety beer styles.
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Hops Spice of Beer Hop flowers are used to: MICROBIAL STABILIZATION hops have antiseptic qualities HOP AROMA fruity flowery characteristics BITTERNESS balances malt sweetness FOAM STABILIZATION enhances head propertiesThere are two primary hop styles: Aroma Hops Saaz, Fuggle & Hallertua Bitter Hops Brewers Gold & Unique
Hops are grown around the world between the 35th and 55th degrees of latitude and harvested in fall.
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Water Integrity & Purity Waters role in beer: water makes up 92% of beer through filtration or boiling; impurities, aromas & flavor differences can be mitigatedWater styles can effect flavor: hard water helps add crisp cleaness soft water adds smoothness
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Adjuncts The Wild CardAdjuncts add to beer: adjuncts are added to change the flavor, character or profile of beer. used to supplement main starch source to provide better foam retention, color or aromaAdjuncts fall into two categories: Grains: corn, rice, wheat, oats or rye Specialty Ingredients: sweets honey or maple fruits raspberry, cherry or cranberry spices cinnamon, coriander or clove
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What is a Lager? lager means to store bottom fermenting yeasts ferment at lower temperatures (50) lagered close to freezing for several weeks characterized by a crisp-tasting, lighter body and less-fruity aroma rounded, smooth beer over last 150 years or so lagers have become the predominate beers
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Lager StylesBottomFermentingLagerViennaTypeMunichTypePilsenerDortmunder/ExportStrongLagerAmericanMalt LiquorMarzen/OktoberfestPaleDarkDarkBockPaleBockPale/DarkDouble BockRauchbier
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What is an Ale? ale is synonymous for beer top fermenting yeasts ferment at higher temperatures (64 72 ) ferments less fully and less discriminately characterized by more-fruity flavors & aromas with a malty, full bodied flavor prior to the 1800s ales were almost universal
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Top FermentingWheatBeersPureYeastLacticFermentationSpontaneousFermentationSouthGermanWeissbier/WeizenWeizenbockBerlinerWeisseLambicGueuzeFaroKriekFrambooiseOtherFruitBeersSweetStoutPorterOatmealStoutDryStoutImperialStoutAle TypesAmericanAleCreamAleBitterBestBitterStrongBitterSo EnglishBrownAleNo EnglishBrownAleOldAlePale/DarkBarleyWineLightAlePaleAleIrishRed AleStrongScotch AlePaleMildDarkMildBelgianBrown/RedIndiaPale AleBelgianAlesAltbierHoppyFace SaisonsTrappistenBelgianWitbier/White/BlancheDunkel-WeizenAmericanHefeweizenAle Styles
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Why Beer? Beer is a $91.6 billion dollar category and accounts for over half of beverage alcohol dollar sales. Beer has a 52% share of alcohol retail dollar sales and is 85% of alcohol consumption.Share of Total Beverage AlcoholRetail Dollar SalesShare of Total Beverage Alcohol Consumption (Gallons)
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Micro & Craft Category Growth whether Ale, Stout, Marzen, Porter, Lager or Wheat.. Micro / Craft Beers Share of the Beer Category GrowingSource: IRI Total US FOOD through 4/22/07
2006 cat $$ by segment pie
216329000
112177000
66918390
22335010
18249220
12727780
11020084
2006 Beer Category Sales Dollars by Segment
Sheet1
Total US - FOOD
Case SalesCase Sales
20022003200420052006YTD 04/22/200720022003200420052006YTD 04/22/2007
CATEGORY - BEER473,487,400469,027,100461,141,900465,033,500459,756,500123,575,200
TOTAL PREMIUM226,776,500221,875,600219,098,300224,826,900216,329,00056,961,980
TOTAL PREMIUM REGULAR79,276,38074,688,75068,283,45063,932,88057,974,85015,405,810
TOTAL PREMIUM LIGHT147,132,900146,822,800150,327,600160,203,800157,890,50041,507,000
TOTAL SUBPREMIUM127,432,800123,380,700117,383,800116,161,600112,177,00031,420,420
TOTAL BUDGET68,029,15066,292,16063,756,59063,067,18060,853,46017,409,790
TOTAL POPULAR59,403,64057,088,54053,627,22053,094,43051,323,52014,010,630
TOTAL IMPORTS57,400,43059,140,64058,492,57061,714,06066,918,39017,650,170
TOTAL ASIAN IMPORTS589,694557,253524,827593,246651,360194,2271.0%0.9%0.9%1.0%1.0%1.1%
TOTAL AUSTRALIAN IMPORTS2,152,1601,933,2961,692,4761,513,3931,630,358475,2403.7%3.3%2.9%2.5%2.4%2.7%
TOTAL CANADIAN IMPORTS7,695,8907,627,5257,311,7236,916,0696,634,2501,616,94013.4%12.9%12.5%11.2%9.9%9.2%
TOTAL EUROPEAN IMPORTS19,883,40020,474,36021,108,25022,540,69025,658,4307,454,36034.6%34.6%36.1%36.5%38.3%42.2%
TOTAL MEXICAN IMPORTS26,027,38027,213,66026,233,75028,410,75030,299,6607,374,07445.3%46.0%44.8%46.0%45.3%41.8%
TOTAL MICRO14,491,33014,548,64014,982,46016,133,97018,249,2205,239,661
TOTAL NON-BEER15,781,42013,239,81013,349,40012,681,36012,727,7802,844,511
TOTAL FAB'S14,240,42012,021,76012,047,42011,222,02010,924,7602,269,465
TOTAL SPECIALTY18,810,53024,883,03026,366,22022,234,14022,335,0106,263,942
TOTAL SPECIALTY REGULAR9,819,2918,586,8377,782,3307,489,4387,910,6592,420,767
TOTAL SPECIALTY LIGHT8,991,22716,296,19018,583,89014,740,89014,414,1203,828,450
TOTAL DOMESTIC NON-ALCOHOL6,554,8535,922,2345,467,4025,116,7584,834,9601,274,770
TOTAL MALT LIQUOR6,239,5656,036,4236,001,7426,164,6816,185,1241,919,736
Total US - FOOD
Case Sales % Chg YACase Sales % Chg YA
20022003200420052006YTD 04/22/2007
CATEGORY - BEER(0.9)(1.7)0.8(1.1)0.1
TOTAL PREMIUM(2.2)(1.3)2.6(3.8)(0.0)
TOTAL PREMIUM REGULAR(5.8)(8.6)(6.4)(9.3)(3.6)
TOTAL PREMIUM LIGHT(0.2)2.46.6(1.4)1.7
TOTAL SUBPREMIUM(3.2)(4.9)(1.0)(3.4)(3.1)
TOTAL BUDGET(2.6)(3.8)(1.1)(3.5)(2.0)
TOTAL POPULAR(3.9)(6.1)(1.0)(3.3)(4.5)
TOTAL IMPORTS3.0(1.1)5.58.43.5
TOTAL ASIAN IMPORTS(5.5)(5.8)13.09.86.1
TOTAL AUSTRALIAN IMPORTS(10.2)(12.5)(10.6)7.74.3
TOTAL CANADIAN IMPORTS(0.9)(4.1)(5.4)(4.1)(3.7)
TOTAL EUROPEAN IMPORTS3.03.16.813.87.7
TOTAL MEXICAN IMPORTS4.6(3.6)8.36.61.3
TOTAL MICRO0.43.07.713.112.6
TOTAL NON-BEER(16.1)0.8(5.0)0.4(4.4)
TOTAL FAB'S(15.6)0.2(6.9)(2.6)(8.9)
TOTAL SPECIALTY32.36.0(15.7)0.52.4
TOTAL SPECIALTY REGULAR(12.6)(9.4)(3.8)5.612.8
TOTAL SPECIALTY LIGHT81.214.0(20.7)(2.2)(3.6)
TOTAL DOMESTIC NON-ALCOHOL(9.7)(7.7)(6.4)(5.5)(6.6)
TOTAL MALT LIQUOR(3.3)(0.6)2.70.34.6
Total US - FOOD
Dollar SalesDollar Sales
20022003200420052006YTD 04/22/200720022003200420052006YTD 04/22/2007
CATEGORY - BEER$7,653,948,000$7,731,594,000$7,823,272,000$7,942,951,000$8,106,579,000$2,234,232,000
TOTAL PREMIUM$3,543,414,000$3,529,513,000$3,560,793,000$3,660,703,000$3,592,948,000$971,754,900
TOTAL PREMIUM REGULAR$1,250,072,000$1,201,369,000$1,122,437,000$1,051,845,000$973,873,000$266,263,800
TOTAL PREMIUM LIGHT$2,288,161,000$2,323,143,000$2,431,389,000$2,597,571,000$2,611,760,000$704,558,700
TOTAL SUBPREMIUM$1,452,686,000$1,431,679,000$1,391,093,000$1,359,556,000$1,324,357,000$381,218,700
TOTAL BUDGET$739,867,600$735,678,700$723,268,400$709,556,800$692,468,200$203,727,200
TOTAL POPULAR$712,818,800$696,000,300$667,824,600$649,999,000$631,888,500$177,491,500
TOTAL IMPORTS$1,358,932,000$1,404,172,000$1,439,096,000$1,542,561,000$1,713,145,000$471,543,300
TOTAL ASIAN IMPORTS$16,142,050$15,211,730$14,781,540$16,459,630$18,209,900$5,637,3681.2%1.1%1.0%1.1%1.1%1.2%
TOTAL AUSTRALIAN IMPORTS$47,640,570$43,447,320$38,949,780$35,758,510$37,527,150$10,999,0503.5%3.1%2.7%2.3%2.2%2.3%
TOTAL CANADIAN IMPORTS$137,961,200$137,716,200$134,982,400$127,262,600$122,773,700$31,054,75010.2%9.8%9.4%8.3%7.2%6.6%
TOTAL EUROPEAN IMPORTS$526,066,600$542,643,200$565,206,100$613,536,300$714,805,100$215,372,40038.7%38.6%39.3%39.8%41.7%45.7%
TOTAL MEXICAN IMPORTS$607,196,700$635,513,500$648,621,600$709,536,800$773,187,300$196,115,30044.7%45.3%45.1%46.0%45.1%41.6%
TOTAL MICRO$361,292,800$367,483,400$384,387,000$420,240,400$492,012,200$146,695,800
TOTAL NON-BEER$418,317,200$357,768,400$365,772,000$348,576,200$364,946,800$84,067,730
TOTAL FAB'S$383,565,900$332,262,100$339,014,600$316,087,500$322,539,600$70,810,1205.0%4.3%4.3%4.0%4.0%3.2%
TOTAL SPECIALTY$348,215,300$478,268,200$523,056,300$452,390,200$461,897,900$132,994,500
TOTAL SPECIALTY REGULAR$185,346,600$167,146,600$157,371,200$156,165,500$171,140,100$54,501,250
TOTAL SPECIALTY LIGHT$162,868,500$311,121,500$365,685,200$295,901,900$290,058,700$78,028,790
TOTAL DOMESTIC NON-ALCOHOL$93,850,790$87,036,520$82,781,300$79,606,680$76,675,740$20,622,570
TOTAL MALT LIQUOR$77,240,500$75,672,700$76,293,100$79,316,830$80,595,810$25,334,200
Total US - FOOD
Dollar Sales % Chg YADollar Sales % Chg YA
20022003200420052006YTD 04/22/2007
CATEGORY - BEER1.01.21.52.13.1
TOTAL PREMIUM(0.4)0.92.8(1.9)0.9
TOTAL PREMIUM REGULAR(3.9)(6.6)(6.3)(7.4)(2.3)
TOTAL PREMIUM LIGHT1.54.76.80.52.4
TOTAL SUBPREMIUM(1.4)(2.8)(2.3)(2.6)(1.0)
TOTAL BUDGET(0.6)(1.7)(1.9)(2.4)0.3
TOTAL POPULAR(2.4)(4.0)(2.7)(2.8)(2.5)
TOTAL IMPORTS3.32.57.211.17.5
TOTAL ASIAN IMPORTS(5.8)(2.8)11.410.610.0
TOTAL AUSTRALIAN IMPORTS(8.8)(10.4)(8.2)4.93.9
TOTAL CANADIAN IMPORTS(0.2)(2.0)(5.7)(3.5)(2.6)
TOTAL EUROPEAN IMPORTS3.24.28.616.511.7
TOTAL MEXICAN IMPORTS4.72.19.49.05.5
TOTAL MICRO1.74.69.317.117.9
TOTAL NON-BEER(14.5)2.2(4.7)4.71.2
TOTAL FAB'S(13.4)2.0(6.8)2.0(1.3)
TOTAL SPECIALTY37.39.4(13.5)2.15.1
TOTAL SPECIALTY REGULAR(9.8)(5.8)(0.8)9.619.0
TOTAL SPECIALTY LIGHT91.017.5(19.1)(2.0)(3.3)
TOTAL DOMESTIC NON-ALCOHOL(7.3)(4.9)(3.8)(3.7)(4.1)
TOTAL MALT LIQUOR(2.0)0.84.01.65.7
CASES20022003200420052006YTD 04/22/2007
CATEGORY - BEER473,487,400469,027,100461,141,900465,033,500459,756,500123,575,200
PREMIUM226,776,500221,875,600219,098,300224,826,900216,329,00056,961,980
SUB-PREMIUM127,432,800123,380,700117,383,800116,161,600112,177,00031,420,420
IMPORTS57,400,43059,140,64058,492,57061,714,06066,918,39017,650,170
SPECIALTY18,810,53024,883,03026,366,22022,234,14022,335,0106,263,942
MICRO14,491,33014,548,64014,982,46016,133,97018,249,2205,239,661
FAB / NON-BEER15,781,42013,239,81013,349,40012,681,36012,727,7802,844,511
OTHER12,794,41811,958,65711,469,14411,281,43911,020,0843,194,506
MALT LIQUOR6,239,5656,036,4236,001,7426,164,6816,185,1241,919,736
DOMESTIC NON-ALCOHOL6,554,8535,922,2345,467,4025,116,7584,834,9601,274,770
486,281,846480,985,734472,611,038476,314,908470,776,568126,769,696
DOLLARS20022003200420052006YTD 04/22/2007
CATEGORY - BEER$7,653,948,000$7,731,594,000$7,823,272,000$7,942,951,000$8,106,579,000$2,234,232,000
PREMIUM$3,543,414,000$3,529,513,000$3,560,793,000$3,660,703,000$3,592,948,000$971,754,900
IMPORTS$1,358,932,000$1,404,172,000$1,439,096,000$1,542,561,000$1,713,145,000$471,543,300
SUB-PREMIUM$1,452,686,000$1,431,679,000$1,391,093,000$1,359,556,000$1,324,357,000$381,218,700
MICRO$361,292,800$367,483,400$384,387,000$420,240,400$492,012,200$146,695,800
SPECIALTY$348,215,300$478,268,200$523,056,300$452,390,200$461,897,900$132,994,500
FAB / NON-BEER$418,317,200$357,768,400$365,772,000$348,576,200$364,946,800$84,067,730
OTHER$171,091,290$162,709,220$159,074,400$158,923,510$157,271,550$45,956,770
MALT LIQUOR$77,240,500$75,672,700$76,293,100$79,316,830$80,595,810$25,334,200
DOMESTIC NON-ALCOHOL$93,850,790$87,036,520$82,781,300$79,606,680$76,675,740$20,622,570
$7,825,039,880$7,894,302,440$7,982,346,100$8,101,873,820$8,263,850,000$2,280,188,470
XLERATE_RANGE_NOTE=JHDBBACAAHAFACBFFCFD
Micro Share
0.0306055240.0472034563
0.0310187620.0475300953
0.03248991250.0491337895
0.03469421020.0529073388
0.03969322890.0606929508
0.04240058680.0656582665
Case Share
Dollar Share
MICRO / CRAFT BEER - SHARE OF BEER CATEGORY
Sheet1 (2)
Total US - FOOD
Case SalesCase Sales
20022003200420052006YTD 04/22/200720022003200420052006YTD 04/22/2007
CATEGORY - BEER473,487,400469,027,100461,141,900465,033,500459,756,500123,575,200
TOTAL PREMIUM226,776,500221,875,600219,098,300224,826,900216,329,00056,961,980
TOTAL PREMIUM REGULAR79,276,38074,688,75068,283,45063,932,88057,974,85015,405,810
TOTAL PREMIUM LIGHT147,132,900146,822,800150,327,600160,203,800157,890,50041,507,000
TOTAL SUBPREMIUM127,432,800123,380,700117,383,800116,161,600112,177,00031,420,420
TOTAL BUDGET68,029,15066,292,16063,756,59063,067,18060,853,46017,409,790
TOTAL POPULAR59,403,64057,088,54053,627,22053,094,43051,323,52014,010,630
TOTAL IMPORTS57,400,43059,140,64058,492,57061,714,06066,918,39017,650,170
TOTAL ASIAN IMPORTS589,694557,253524,827593,246651,360194,227
TOTAL AUSTRALIAN IMPORTS2,152,1601,933,2961,692,4761,513,3931,630,358475,240
TOTAL CANADIAN IMPORTS7,695,8907,627,5257,311,7236,916,0696,634,2501,616,940
TOTAL EUROPEAN IMPORTS19,883,40020,474,36021,108,25022,540,69025,658,4307,454,360
TOTAL MEXICAN IMPORTS26,027,38027,213,66026,233,75028,410,75030,299,6607,374,074
TOTAL MICRO14,491,33014,548,64014,982,46016,133,97018,249,2205,239,6613.1%3.1%3.2%3.5%4.0%4.2%
TOTAL NON-BEER15,781,42013,239,81013,349,40012,681,36012,727,7802,844,511
TOTAL FAB'S14,240,42012,021,76012,047,42011,222,02010,924,7602,269,465
TOTAL SPECIALTY18,810,53024,883,03026,366,22022,234,14022,335,0106,263,942
TOTAL SPECIALTY REGULAR9,819,2918,586,8377,782,3307,489,4387,910,6592,420,767
TOTAL SPECIALTY LIGHT8,991,22716,296,19018,583,89014,740,89014,414,1203,828,450
TOTAL DOMESTIC NON-ALCOHOL6,554,8535,922,2345,467,4025,116,7584,834,9601,274,770
TOTAL MALT LIQUOR6,239,5656,036,4236,001,7426,164,6816,185,1241,919,736
Total US - FOOD
Case Sales % Chg YACase Sales % Chg YA
20022003200420052006YTD 04/22/2007
CATEGORY - BEER(0.9)(1.7)0.8(1.1)0.1
TOTAL PREMIUM(2.2)(1.3)2.6(3.8)(0.0)
TOTAL PREMIUM REGULAR(5.8)(8.6)(6.4)(9.3)(3.6)
TOTAL PREMIUM LIGHT(0.2)2.46.6(1.4)1.7
TOTAL SUBPREMIUM(3.2)(4.9)(1.0)(3.4)(3.1)
TOTAL BUDGET(2.6)(3.8)(1.1)(3.5)(2.0)
TOTAL POPULAR(3.9)(6.1)(1.0)(3.3)(4.5)
TOTAL IMPORTS3.0(1.1)5.58.43.5
TOTAL ASIAN IMPORTS(5.5)(5.8)13.09.86.1
TOTAL AUSTRALIAN IMPORTS(10.2)(12.5)(10.6)7.74.3
TOTAL CANADIAN IMPORTS(0.9)(4.1)(5.4)(4.1)(3.7)
TOTAL EUROPEAN IMPORTS3.03.16.813.87.7
TOTAL MEXICAN IMPORTS4.6(3.6)8.36.61.3
TOTAL MICRO0.43.07.713.112.6
TOTAL NON-BEER(16.1)0.8(5.0)0.4(4.4)
TOTAL FAB'S(15.6)0.2(6.9)(2.6)(8.9)
TOTAL SPECIALTY32.36.0(15.7)0.52.4
TOTAL SPECIALTY REGULAR(12.6)(9.4)(3.8)5.612.8
TOTAL SPECIALTY LIGHT81.214.0(20.7)(2.2)(3.6)
TOTAL DOMESTIC NON-ALCOHOL(9.7)(7.7)(6.4)(5.5)(6.6)
TOTAL MALT LIQUOR(3.3)(0.6)2.70.34.6
Total US - FOOD
Dollar SalesDollar Sales
20022003200420052006YTD 04/22/200720022003200420052006YTD 04/22/2007
CATEGORY - BEER$7,653,948,000$7,731,594,000$7,823,272,000$7,942,951,000$8,106,579,000$2,234,232,000
TOTAL PREMIUM$3,543,414,000$3,529,513,000$3,560,793,000$3,660,703,000$3,592,948,000$971,754,900
TOTAL PREMIUM REGULAR$1,250,072,000$1,201,369,000$1,122,437,000$1,051,845,000$973,873,000$266,263,800
TOTAL PREMIUM LIGHT$2,288,161,000$2,323,143,000$2,431,389,000$2,597,571,000$2,611,760,000$704,558,700
TOTAL SUBPREMIUM$1,452,686,000$1,431,679,000$1,391,093,000$1,359,556,000$1,324,357,000$381,218,700
TOTAL BUDGET$739,867,600$735,678,700$723,268,400$709,556,800$692,468,200$203,727,200
TOTAL POPULAR$712,818,800$696,000,300$667,824,600$649,999,000$631,888,500$177,491,500
TOTAL IMPORTS$1,358,932,000$1,404,172,000$1,439,096,000$1,542,561,000$1,713,145,000$471,543,300
TOTAL ASIAN IMPORTS$16,142,050$15,211,730$14,781,540$16,459,630$18,209,900$5,637,368
TOTAL AUSTRALIAN IMPORTS$47,640,570$43,447,320$38,949,780$35,758,510$37,527,150$10,999,050
TOTAL CANADIAN IMPORTS$137,961,200$137,716,200$134,982,400$127,262,600$122,773,700$31,054,750
TOTAL EUROPEAN IMPORTS$526,066,600$542,643,200$565,206,100$613,536,300$714,805,100$215,372,400
TOTAL MEXICAN IMPORTS$607,196,700$635,513,500$648,621,600$709,536,800$773,187,300$196,115,300
TOTAL MICRO$361,292,800$367,483,400$384,387,000$420,240,400$492,012,200$146,695,8004.7%4.8%4.9%5.3%6.1%6.6%
TOTAL NON-BEER$418,317,200$357,768,400$365,772,000$348,576,200$364,946,800$84,067,730
TOTAL FAB'S$383,565,900$332,262,100$339,014,600$316,087,500$322,539,600$70,810,1205.0%4.3%4.3%4.0%4.0%3.2%
TOTAL SPECIALTY$348,215,300$478,268,200$523,056,300$452,390,200$461,897,900$132,994,500
TOTAL SPECIALTY REGULAR$185,346,600$167,146,600$157,371,200$156,165,500$171,140,100$54,501,250
TOTAL SPECIALTY LIGHT$162,868,500$311,121,500$365,685,200$295,901,900$290,058,700$78,028,790
TOTAL DOMESTIC NON-ALCOHOL$93,850,790$87,036,520$82,781,300$79,606,680$76,675,740$20,622,570
TOTAL MALT LIQUOR$77,240,500$75,672,700$76,293,100$79,316,830$80,595,810$25,334,200
Total US - FOOD
Dollar Sales % Chg YADollar Sales % Chg YA
20022003200420052006YTD 04/22/2007
CATEGORY - BEER1.01.21.52.13.1
TOTAL PREMIUM(0.4)0.92.8(1.9)0.9
TOTAL PREMIUM REGULAR(3.9)(6.6)(6.3)(7.4)(2.3)
TOTAL PREMIUM LIGHT1.54.76.80.52.4
TOTAL SUBPREMIUM(1.4)(2.8)(2.3)(2.6)(1.0)
TOTAL BUDGET(0.6)(1.7)(1.9)(2.4)0.3
TOTAL POPULAR(2.4)(4.0)(2.7)(2.8)(2.5)
TOTAL IMPORTS3.32.57.211.17.5
TOTAL ASIAN IMPORTS(5.8)(2.8)11.410.610.0
TOTAL AUSTRALIAN IMPORTS(8.8)(10.4)(8.2)4.93.9
TOTAL CANADIAN IMPORTS(0.2)(2.0)(5.7)(3.5)(2.6)
TOTAL EUROPEAN IMPORTS3.24.28.616.511.7
TOTAL MEXICAN IMPORTS4.72.19.49.05.5
TOTAL MICRO1.74.69.317.117.9
TOTAL NON-BEER(14.5)2.2(4.7)4.71.2
TOTAL FAB'S(13.4)2.0(6.8)2.0(1.3)
TOTAL SPECIALTY37.39.4(13.5)2.15.1
TOTAL SPECIALTY REGULAR(9.8)(5.8)(0.8)9.619.0
TOTAL SPECIALTY LIGHT91.017.5(19.1)(2.0)(3.3)
TOTAL DOMESTIC NON-ALCOHOL(7.3)(4.9)(3.8)(3.7)(4.1)
TOTAL MALT LIQUOR(2.0)0.84.01.65.7
CASES20022003200420052006YTD 04/22/2007
CATEGORY - BEER473,487,400469,027,100461,141,900465,033,500459,756,500123,575,200
PREMIUM226,776,500221,875,600219,098,300224,826,900216,329,00056,961,980
SUB-PREMIUM127,432,800123,380,700117,383,800116,161,600112,177,00031,420,420
IMPORTS57,400,43059,140,64058,492,57061,714,06066,918,39017,650,170
SPECIALTY18,810,53024,883,03026,366,22022,234,14022,335,0106,263,942
MICRO14,491,33014,548,64014,982,46016,133,97018,249,2205,239,661
FAB / NON-BEER15,781,42013,239,81013,349,40012,681,36012,727,7802,844,511
OTHER12,794,41811,958,65711,469,14411,281,43911,020,0843,194,506
MALT LIQUOR6,239,5656,036,4236,001,7426,164,6816,185,1241,919,736
DOMESTIC NON-ALCOHOL6,554,8535,922,2345,467,4025,116,7584,834,9601,274,770
486,281,846480,985,734472,611,038476,314,908470,776,568126,769,696
DOLLARS20022003200420052006YTD 04/22/2007
CATEGORY - BEER$7,653,948,000$7,731,594,000$7,823,272,000$7,942,951,000$8,106,579,000$2,234,232,000
PREMIUM$3,543,414,000$3,529,513,000$3,560,793,000$3,660,703,000$3,592,948,000$971,754,900
IMPORTS$1,358,932,000$1,404,172,000$1,439,096,000$1,542,561,000$1,713,145,000$471,543,300
SUB-PREMIUM$1,452,686,000$1,431,679,000$1,391,093,000$1,359,556,000$1,324,357,000$381,218,700
MICRO$361,292,800$367,483,400$384,387,000$420,240,400$492,012,200$146,695,800
SPECIALTY$348,215,300$478,268,200$523,056,300$452,390,200$461,897,900$132,994,500
FAB / NON-BEER$418,317,200$357,768,400$365,772,000$348,576,200$364,946,800$84,067,730
OTHER$171,091,290$162,709,220$159,074,400$158,923,510$157,271,550$45,956,770
MALT LIQUOR$77,240,500$75,672,700$76,293,100$79,316,830$80,595,810$25,334,200
DOMESTIC NON-ALCOHOL$93,850,790$87,036,520$82,781,300$79,606,680$76,675,740$20,622,570
$7,825,039,880$7,894,302,440$7,982,346,100$8,101,873,820$8,263,850,000$2,280,188,470
MICRO
20022003200420052006YTD 04/22/2007
Case Share3.1%3.1%3.2%3.5%4.0%4.2%
Dollar Share4.7%4.8%4.9%5.3%6.1%6.6%
XLERATE_RANGE_NOTE=JHDBBACAAHAFACBFFCFD
MBD00AA644E.unknown
MBD00AC1F37.unknown
MBD001C8518.unknown
MBD00A78AAA.unknown
MBD000009F8.unknown
MBD00175160.unknown
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Why Craft Beers? Micro and Craft Beers add interest and variety to your beer portfolio.
Although small, the category is growing in sales and share of total beer volume.
Segment is fragmented with over 900 brands to choose fromselect carefully.
Anheuser-Busch distributes many top selling / high growth micro / craft beers to help you get the most from your valuable retail space.
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Import Category Growth Import segment off-premise case sales have grown by nearly 12 million cases in 5 years!
Import share of total beer category has grown 3% in 5 years!
Segment Share of Off-Premise Case Sales20022006Source: IRI Total US Food, Drug and Mass Merch case sales 52 weeks ending 1/5/03 and 52 weeks ending 12/31/06
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What is a Specialty/Craft Beer? all Malt Brewing Process no filler adjuncts to lighten beer tend to be non-pasteurized, using additional filtration for clarity if desired small Batch Production tend to produce beer in smaller vessels regional based between 15,000 and 2 million BEs
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Whats the Difference? Imports = brewer supplied products for outside USA import Companies or holding/distribution companies Crown Imports, Heineken USA, Anheuser-Busch, Inc. Craft /Specialty beers = regional / national Brewers independent or regional distribution networks Sam Adams, Leinenkugels, Redhook Micro beers = Local/Regional Brewers independent distribution networks or self distribution Summit, Surly, Flat Earth Brewing. Co.
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Why Import & Specialties? changing Consumers boomer market gen Xers coming of age discretionary income evolving marketplace consumers are demanding broader selection, unique and interesting products profitability higher perceived value higher margins / profit generators
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Opportunities for you? profit generators higher margins incremental sales added ring totals impulse purchases selection value add for your consumers point of difference from competition become more of a destination
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How should I do this? selection commitment to the category pricing be competitive but these are profit generators sampling awareness builders brewery sponsored / funded programs employee focus education dedicated people
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Opportunity Selling? Food Pairings beer is an excellent complement to food Amber Ales wild game, meats & cheeses Hefeweizens salads, summer fair IPA spicy foods (Mexican or Asian) Porters deserts cooking with beer secret ingredient adds depth and flavor versatility
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Heat cool temperatures Air - oxidation Light low light conditions2001 A Space Odyssey
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Bottle Beer Dos & Donts Always pour bottle beer into a glass drinking from the bottle traps carbonation and flavor which can leave you feeling bloated pouring into a glass releases carbonation, flavor and aroma of the beer pour beer down the center of glass to release carbonation and flavor pouring down the side of the glass minimizes foam and traps carbonation leaving the beer flat looking and gassy tasting.
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What Next? Heres to Beer! http://herestobeer.com website The Beer Connoisseur on-line training program internet based self-directed Your local wholesaler resources & educational information Responsibility Matters
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Thank you.How about a beer?
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