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Infographic: Private-Label, Craft Beers See Sales Growth

supermarketnews.com

DATAPOINTS

PRIVATE-LABEL, CRAFT BEERS SEE SALES GROWTH



While beer volume was up across all retail channels through

July 8, supermarkets still lag other channels of trade, according to a report from Chicago-based SymphonyIRI Group.

The 2012 Mid-Year Beer Category & Craft Review found that

supermarkets�۪ share of dollar sales was down 1.8 points for the 52 weeks through July 8, while drug stores, mass merchants, supercenters, club stores and specialty retailers all showed gains in share. Craft beers and private-label beers are among the top growth areas of the category in supermarkets. Craft beer represents 11% of supermarket dollar sales year-to-date in 2012, up from 9.5% in all of 2011. Private-label beer sales, which more than doubled in the supermarket and drug channels in 2011, to just over 2 million cases, are on pace to surpass that level in 2012 with 1.1 million in case volume year-to-date.



Top 10 Craft Beer Styles

(Supermarket dollar sales through July 8)



IPA - 18.0%

Seasonal 16.9%

Pale Ale - 12.3%

Variety - 9.6%

Amber Ale - 7.8%

Amber Lager - 6.1%

Wheat - 4.9%

Bocks - 2.8%

Other Pale Lagers - 2.6%

Fruit Beer - 2.5%





Total Private-Label Beer Sales

(cases sold in supermarkets and drug stores)



976,983 941,331 991,675, 2,038,968 1,115,612



2008 2009 2010 2011 2112*



Craft Private-Label Beer Sales

(cases sold In supermarkets and drug stores)

401.131



259,272 264,830 295,155 401,138 220,117

2008 2009 2010 2011 2112*



�ۢthrough July 8





Beer Share by Type

(Supermarket dollar sales through July 8)



Domestic Premium - 38.4%

Import - 19.7%

Domestic Sub-Premium - 13.9%

Craft - 11%

Domestic Super-Premium - 11%

Progressive Adult Beverages - 3.4%

Cider/Non-Alcoholic/Malt - 2.6%



13% Increase in volume of beer year-to-date





���Cans of craft beer are poised to explode on the scene

this year with sales more than doubling.�۝

DAN WANDEL, SVP, beverage alcohol client solutions, SymphonyIRI Group



Craft Can Sales Gains*

145

Increase in dollar sales of craft cans in supermarkets

*52 weeks ended July 8, 2012 vs 2011



More Craft

in Cans

(No. at craft can SKUs

in supermarkets)



2009 -- 70

2010 -- 105

2011 -- 166

2012 -- 223



* Year-to-date



4.5% Increase in

supermarket dollar

sales of beer

year-to-date



SUPERMARKETS LOSE SHARE IN BEER CATEGORY

(Dollar share point change, 52 weeks through July 8 2012 vs 2011)



Grocery (1.8)

Supercenter +0.7

Drug +0.3

Club +0.1

Mass Merchandise +0.1

Specialty +0.6 supermarketnews.com DATAPOINTS PRIVATE-LABEL, CRAFT BEERS SEE SALES GROWTH While beer volume was up across all retail channels through July 8, supermarkets still lag other channels of trade, according Craft beer represents 11% of supermarket dollar sales year-to- to a report from Chicago-based SymphonyIRI Group. The 2012 Mid-Year Beer Category & Craft Review found that supermarkets' share of dollar sales was down 1.8 points for the 52 weeks through July 8, while drug stores, mass merchants, supercenters, club stores and specialty retailers all showed gains in share. Craft beers and private-label beers are among the top growth areas of the category in supermarkets. date in 2012, up from 9.5% in all of 2011. Private-label beer sales, which more than doubled in the supermarket and drug channels in 2011, to just over 2 million cases, are on pace to surpass that level in 2012 with 1.1 million in case volume year- to-date. SO URCE: SymphonyIRI Group 444 Total Private-Label Beer Sales Beer Share by Type (Supermarket dollar sales through July 8) (cases sold in supermarkets and drug stores) Progressive Adult 2,038,968 Craft Domestic Super Premium Beverages 3.4% 11% Domestic Sub-Premium 13.9% 11% 1,115,612 Import 19.7% 976,983 991,675 941,351 Top 10 Craft Beer Styles (Supemarket dollar sales through July 8) Domestic Premium Cider/ 38.4% Non-Alcoholic/ Fruit Malt Seasonal Вeer 2.6% 2,5% 16.9% Pale Ale 2008 2009 2010 2011 2012 12.3% * Through July 8 13% IPA Variety 9.6% 18.0% Craft Private-Label Beer Sales Amber Ale (cases sold in supemarkets and drug stores) Amber 7,8% Lager Wheat 6,1% 401,136 295,155 259.272 264,630 Increase in supermarket volume of beer year-to-date 220,177 4.9% Other Pale Lagers 2008 2009 * Through July 8 2010 2011 2012* 2.6% Bocks 2.8% "Cans of craft beer are poised to explode on the scene this year with sales more than doubling." DAN WANDEL, SVP, beverage alcohol client solutions, SymphonyIRI Group More Craft in Cans Craft Can Sales Gains* (No. of craft can SKUS 145.7%3 in supermarkets) 2009 .70 2010. 105 2011 166 2012* 223 * Year-to-date Increase in dollar sales of craft cans in supermarkets. *52 weeks ended July 8, 2012, vs. 2011 SUPERMARKETS LOSE SHARE IN BEER CATEGORY (Dollar share point change, 52 weeks through July 8, 2012 vs. 2011) 4.5% Increase in supermarket dollar Grocery.. (1.8) Supercenter. +0.7 sales of beer Drug.. +0.3 Club .+0.1 year-to-date Mass Merchandise .+0.1 Specialty. +0.6 supermarketnews.com DATAPOINTS PRIVATE-LABEL, CRAFT BEERS SEE SALES GROWTH While beer volume was up across all retail channels through July 8, supermarkets still lag other channels of trade, according Craft beer represents 11% of supermarket dollar sales year-to- to a report from Chicago-based SymphonyIRI Group. The 2012 Mid-Year Beer Category & Craft Review found that supermarkets' share of dollar sales was down 1.8 points for the 52 weeks through July 8, while drug stores, mass merchants, supercenters, club stores and specialty retailers all showed gains in share. Craft beers and private-label beers are among the top growth areas of the category in supermarkets. date in 2012, up from 9.5% in all of 2011. Private-label beer sales, which more than doubled in the supermarket and drug channels in 2011, to just over 2 million cases, are on pace to surpass that level in 2012 with 1.1 million in case volume year- to-date. SO URCE: SymphonyIRI Group 444 Total Private-Label Beer Sales Beer Share by Type (Supermarket dollar sales through July 8) (cases sold in supermarkets and drug stores) Progressive Adult 2,038,968 Craft Domestic Super Premium Beverages 3.4% 11% Domestic Sub-Premium 13.9% 11% 1,115,612 Import 19.7% 976,983 991,675 941,351 Top 10 Craft Beer Styles (Supemarket dollar sales through July 8) Domestic Premium Cider/ 38.4% Non-Alcoholic/ Fruit Malt Seasonal Вeer 2.6% 2,5% 16.9% Pale Ale 2008 2009 2010 2011 2012 12.3% * Through July 8 13% IPA Variety 9.6% 18.0% Craft Private-Label Beer Sales Amber Ale (cases sold in supemarkets and drug stores) Amber 7,8% Lager Wheat 6,1% 401,136 295,155 259.272 264,630 Increase in supermarket volume of beer year-to-date 220,177 4.9% Other Pale Lagers 2008 2009 * Through July 8 2010 2011 2012* 2.6% Bocks 2.8% "Cans of craft beer are poised to explode on the scene this year with sales more than doubling." DAN WANDEL, SVP, beverage alcohol client solutions, SymphonyIRI Group More Craft in Cans Craft Can Sales Gains* (No. of craft can SKUS 145.7%3 in supermarkets) 2009 .70 2010. 105 2011 166 2012* 223 * Year-to-date Increase in dollar sales of craft cans in supermarkets. *52 weeks ended July 8, 2012, vs. 2011 SUPERMARKETS LOSE SHARE IN BEER CATEGORY (Dollar share point change, 52 weeks through July 8, 2012 vs. 2011) 4.5% Increase in supermarket dollar Grocery.. (1.8) Supercenter. +0.7 sales of beer Drug.. +0.3 Club .+0.1 year-to-date Mass Merchandise .+0.1 Specialty. +0.6

Infographic: Private-Label, Craft Beers See Sales Growth

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While beer volume was up across all retail channels through July 8, supermarkets still lag other channels of trade, according to a report from Chicago-based SymphonyIRI Group...

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