Abstract
While imported beer sales grew faster than domestic beer sales from 2002 to 2007, the main increases came through growth in the population, underscoring the stiff competition faced from other alcoholic beverages. The imported beer market is not in distress, however. Rather, it is primed for manufacturers to harness consumer attitudes toward imported beer including perceptions about beer taste, quality, differentiation and variety. This report gives industry participants the analysis and insight needed to understand and target both beer drinkers and non-drinkers to maintain and grow market share. The following issues are analyzed:
- How the market can adapt to consumers looking to "trade up" their alcoholic beverage choices
- Why domestic craft beer threatens market sales and what its popularity can teach imported beer manufacturers
- How distribution alliances have changed the retail distribution landscape
- Who is most calorie-conscious and how that affects his/her beer decisions
- How beer marketers can target new users without alienating their highly loyal base
- How the market can continue to connect with the Hispanic consumer, the driving force behind market growth
- Which brands are leading the way in targeting women with imported beer
- How the "age dilemma" can be addressed
- How "beer education" and country of origin information can drive sales
This report builds on the analysis presented in Mintel' s Imported Beer-US, December 2006, as well as other reports including Domestic Beer-US, December 2007; Wine-US, February 2007, and White and Dark Spirits: The Market-US, February 2007, and White and Dark Spirits: The Consumer-US, April 2007. For the purposes of this report, "imported beer" refers to beer produced outside of the US and imported for sale in the US. "Domestic beer" refers to all beer produced in the US.
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