mid-year 2015 beer category and craft beer review · pdf filemid-year 2015 beer category and...

MID-YEAR 2015 BEER CATEGORY AND CRAFT

BEER REVIEW

Dan WandelPrincipal, Beverage Alcohol Client InsightsSeptember 3, 2015

Copyright © 2015 Information Resources, Inc. (IRI). Confidential and Proprietary.

2015 YTD BEER CATEGORY SUMMARY

• Beer Dollar Sales have increased YTD 2015 vs year ago in Total US

MULO and MULC channels. However, Beer sales trends lag behind.

where they finished in 2014 and also behind both Wine and Spirits.

• Positive indicators in Household panel data metrics for Beer.

• Wine dominates the top Bev Alc Segments based on Dollar Sales.

growth. Import Wine sales trends are outpacing Domestic for the first

time in four years. Sparkling Wine sales up double-digits at +13.6%.

• All Whiskey Segments are experiencing Dollar Sales increases vs YA.

Whiskey Specialties continue to thrive based on flavor innovation.

Vodka also still growing its Dollar Sales, but losing share.


2015 YTD BEER CATEGORY SUMMARY

• Private Equity, ESOP and M&A activity in the Craft sector continues.

• Mexican Imports continue to fuel Total Import Beer sales.

• Craft and Cider sales have continued to perform well, though both

have slowed in the latest time periods.

• Disappointing key summer holiday sales results for the Beer Category.

• Small Town’s Not Your Father’s Root Beer sales success.

• 2015 to be the biggest year for new beer brand launches on record.

• IPA sales and # of Brands still experiencing explosive growth.

• Craft “Next Wave” coming on strong.

• Local Craft Sales Momentum.


BEVERAGE ALCOHOL CATEGORY FOUR-YEAR SALES TRENDSTOTAL U.S. MULTI-OUTLET

Source: IRI InfoScan Total US Multi-Outlet YTD July 5, 2015

5.3% 5.8% 4.6%3.3%

2012 2013 2014 YTD 2015

BEER

5.4% 5.9%4.3%

6.1%

2012 2013 2014 YTD 2015

TOTAL WINE10.6%

5.8%2.8%

4.3%

2012 2013 2014 YTD 2015

SPIRITS

BEER

49.2%TOTAL

WINE

32.7%

SPIRITS

18.2%

Dollar Share 2014

BEER

49.2%TOTAL

WINE

32.9%

SPIRITS

17.9%

Dollar Share YTD 2015

Beer Sales Trends are lagging behind Wine and Spirits thus far this year


TOP 15 BEVERAGE ALCOHOL GROWTH SEGMENTS ACTUAL DOLLAR SALES CHANGE YA

TOTAL U.S. MULTI-OUTLET + CONVENIENCE

$234,802

$228,224

$108,337

$104,153

$91,176

$74,888

$48,973

$41,274

$35,792

$34,639

$28,208

$26,796

$24,194

$14,598

$12,257

IMPORT BEER

CRAFT BEER

$11.00-$14.99 TABLE WINE

WHISKEY

SUPER PREMIUM BEER

$8.00-$10.99 TABLE WINE

CIDER

VODKA

$20.00+ TABLE WINE

$3.50-$4.99 BOX TABLE WINE

$8.00-$10.99 TABLE WINE

PREMIUM BEER

$8.00-$12.99 SPARKLING WINE

$13.00-$17.99 SPARKLING WINE

TEQUILA

Dollar Sales Change vs YA (000)Dollar

Sales % Chg YA

Dollar SalesCase

Sales % Chg YA

Case Sales

9.8% $2,619,765,016 8.3% 90,048,789

21.0% $1,316,656,654 17.0% 36,391,991

17.6% $724,436,913 17.8% 4,823,451

12.0% $971,734,593 6.7% 5,555,117

6.4% $1,522,965,647 5.3% 54,814,075

6.6% $1,203,094,472 6.8% 10,569,070

30.5% $209,733,052 27.7% 5,928,552

4.9% $880,031,947 3.8% 7,681,549

21.9% $199,014,812 25.7% 676,154

23.0% $185,567,968 23.4% 3,100,839

12.6% $251,413,577 12.3% 1,251,605

0.4% $6,937,981,892 -0.1% 340,927,761

14.8% $187,832,209 14.5% 1,482,373

29.3% $64,364,884 30.5% 357,829

7.0% $186,255,974 5.4% 899,246

Source: IRi Advantage, 26 Wks Ending 07/05/2015


NUMBER OF BEER SKU’S BY SEGMENTTOTAL U.S. MULTI-OUTLET + CONVENIENCE

583 602 590 549531 514 495 466

1,6981,760 1,759 1,610

4,743

5,521

6,2956,069

401 439 450 419457 486 479 455

236 327 431 438

2012 2013 2014 YTD

Premium Sub Prem Import Craft Sup Prem PAB Cider

Cider is the only segment showing an increase this year in the # of SKU’s selling compared to Year-End 2014 (based on SKUs selling > 1 Case)

Total SKUs8,649

Total SKUs9,649

Total SKUs10,499

Total SKUs10,006



74.1%

37.1%

49.4%45.2%

86.8%

75.5%70.2%

80.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Total BWS Total Wine Total Spirits Total Beer

Penetration Repeat Buyers

-0.3 -0.7 -1.0 1.2

0.1 0.1 -0.1 0.3

Penetration pt. chgvs. YA

Repeat Buyers pt. chg vs. YA

Source: NCP Consumer Panel, 52 Wks Ending 06/28/2015

BEVERAGE ALCOHOL CONSUMER HOUSEHOLD PENETRATIONTOTAL U.S. ALL OUTLETS

Beer is outpacing Total Beverage Alcohol in growth of Households and Repeat Buyers


Beer remains a major contributor to Total Bev Alc as it continues to increase its Households and trips per buyer

TOTAL U.S. ALL OUTLETS

Dollar Sales (000)

Current: $13,801,343

% Change vs YA: +4.1%

% HH Buying

Current: 45.2

Change vs YA: +1.2

% HH Repeating(2+)

Current: 80.9%

Change vs. YA: +0.3

Dollars per Buyer

Current: $253.22

% Change vs YA: +0.5

Dollars per Trip

Current: $14.07

% Change vs YA: +0.6

Trips per Buyer

Current: 18.0

% Change vs YA: -0.1

TOTAL BEER

Source: NCP Consumer Panel, 52 Wks Ending 06/28/2015


BEER CATEGORY & SEGMENT TRENDS AND SHARETOTAL U.S. MULTI-OUTLET AND MULTI-OUTLET + CONVENIENCE

Source: IRI InfoScan Total US Multi-Outlet and Total US Multi-Outlet + Convenience YTD July 5, 2015

Beer Category sales trends are lagging slightly behind where they finished in 2014.

Total US – Multi-Outlet Total US – Multi-Outlet + Convenience

Dollar Sales % Chg YA

Dollar Share of Category

Case Sales % Chg YA

Case Share of Category



Case Sales % Chg YA


CATEGORY - BEER 3.3% 100.00 0.9% 100.00 3.9% 100.00 1.4% 100.00

TOTAL BA CRAFT 21.8% 11.72 18.1% 7.22 24.1% 7.35 20.3% 4.49

CRAFT (IRI DEFINITION) 18.7% 13.10 14.9% 8.17 21.4% 8.15 17.4% 5.03

CIDER 26.6% 2.02 24.0% 1.27 31.8% 1.31 29.2% 0.82

MALT LIQUOR 0.9% 0.70 -1.9% 0.90 2.9% 1.63 -0.3% 2.00

PREMIUM -1.0% 36.43 -1.0% 43.15 0.5% 42.89 0.0% 47.03

SUB-PREMIUM -3.4% 11.98 -4.8% 18.08 -2.1% 15.07 -3.8% 21.51

SUPER PREMIUM 4.1% 10.85 3.3% 9.09 6.5% 9.40 5.5% 7.55

IMPORT 6.5% 19.55 5.4% 15.64 10.0% 16.20 8.4% 12.42

NON-ALCOHOLIC 2.9% 0.66 0.0% 0.64 3.6% 0.33 1.1% 0.32

PAB's -4.7% 4.39 -5.0% 2.89 -1.1% 4.90 -1.9% 3.24


Top 15 Import Vendors by Dollar SalesTotal U.S. Multi-outlet + Convenience

$1,376,336

$733,813

$211,846

$91,043

$85,810

$69,914

$6,447

$4,166

$3,814

$3,811

$3,310

$2,863

$2,767

$2,352

$2,180

CONSTELLATION BEER

HEINEKEN USA INC

ANHEUSER-BUSCH INBEV

DIAGEO GUINNESS USA

NORTH AMERICAN BREWERIES

MILLERCOORS BREWING

SAPPORO U.S.A. INC

MERCHANT DU VIN CORP

ST KILLIAN IMPORTING CO

WORLD BREWS

WARSTEINER IMP AGENCY

MOOSEHEAD USA

MANNEKEN-BRUSSEL IMPORTS…

BINDING BRAUEREI USA

BELUKUS MARKETING

Dollar Sales (000)



Dollar Share

Dollar Share Chg YA

Case SalesCase

Sales % Chg YA

Case Share

Case Share Chg YA

14.0% 52.5 1.9 46,148,661 12.4% 51.3 1.9

2.8% 28.0 -1.9 25,962,248 1.7% 28.8 -1.9

18.9% 8.1 0.6 6,624,813 21.3% 7.4 0.8

11.8% 3.5 0.1 2,674,036 9.7% 3.0 0.0

-1.1% 3.3 -0.4 4,576,356 -0.9% 5.1 -0.5

-0.5% 2.7 -0.3 2,816,020 -2.1% 3.1 -0.3

4.3% 0.2 0.0 166,329 1.7% 0.2 0.0

-1.8% 0.2 0.0 42,991 -4.6% 0.0 0.0

61.7% 0.1 0.0 75,283 44.4% 0.1 0.0

-2.1% 0.1 0.0 178,102 -4.8% 0.2 0.0

-1.0% 0.1 0.0 102,727 -3.8% 0.1 0.0

-9.3% 0.1 0.0 120,088 -9.6% 0.1 0.0

-6.1% 0.1 0.0 19,807 -8.8% 0.0 0.0

44.7% 0.1 0.0 63,412 44.6% 0.1 0.0

-5.8% 0.1 0.0 48,885 -11.3% 0.1 0.0


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11/2/14 11/30/14 12/28/14 1/25/15 2/22/15 3/22/15 4/19/15 5/17/15 6/14/15 7/12/15 8/9/15

$-

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11/2/14 11/30/14 12/28/14 1/25/15 2/22/15 3/22/15 4/19/15 5/17/15 6/14/15 7/12/15 8/9/15

Chicago, IL MULO

Columbus, OH MULO

Cleveland, OH MULO

Dollars per $MM ACVDollar Sales (in $1,000s)

SMALL TOWN NOT YOUR FATHER’S ROOT BEERDollar Sales and Dollar Sales Velocity

Source: IRI InfoScan select IRI Multi-Outlet Markets 11 Quad Weeks Ending August 9, 2015


BEVERAGE ALCOHOL SALES TRENDS INDIVIDUAL CHANNELS

Source: IRI InfoScan by Channel YTD July 5, 2015

Beer sales improvement in the Convenience channel have provided the Category with a positive boost this year.

Total US - Food Total US - Drug Total US - ConvenienceSum Of Total Liquor Stores-RMA - Liquor


Case Sales % Chg YA


Case Sales % Chg YA


Case Sales % Chg YA


Case Sales % Chg YA

CATEGORY - BEER 4.0% 1.4% -8.0% -10.4% 4.3% 1.8% 7.4% 5.0%

TOTAL BA CRAFT 22.4% 18.9% 16.9% 11.5% 30.1% 26.6% 19.4% 14.1%

CRAFT (IRI DEFINITION) 19.0% 15.2% 14.2% 8.0% 28.6% 25.1% 17.8% 12.6%

CIDER 23.0% 20.5% 43.1% 36.6% 45.3% 43.0% 18.6% 32.3%

MALT LIQUOR -1.3% -4.0% -8.9% -10.2% 3.4% 0.2% 15.0% 11.9%

PREMIUM -1.1% -1.1% -11.7% -11.7% 1.5% 0.8% 2.7% 2.4%

SUB-PREMIUM -4.0% -5.2% -15.8% -17.3% -1.3% -3.2% 0.3% 0.1%

SUPER PREMIUM 4.5% 4.1% -6.9% -9.3% 9.2% 8.2% 5.7% 9.8%

IMPORT 6.1% 5.1% -1.1% -2.2% 14.5% 12.7% 3.9% 2.6%

NON-ALCOHOLIC 3.1% 0.2% -5.0% -9.0% 9.5% 11.3% 3.9% 0.7%

PAB's -3.4% -4.0% -15.2% -17.2% 1.5% 0.4% 2.0% -0.5%

TOTAL WINE 6.8% 2.9% 1.5% -2.9% 8.5% 5.9% 2.9% 0.4%

SPIRITS 5.1% 1.3% -0.9% -3.6% 13.6% 14.7% 6.8% 4.8%

COOLERS 3.4% 3.5% 1.4% 3.0% 1.5% 5.1% 14.5% 33.2%


Dollar Share ofTotal Beer Category

Dollar Share ofBeer Category Chg YA

Beer Dollar Sales % Chg YA = +4.3%

PREMIUM

48.1%

SUB

PREMIUM

17.6%

IMPORT

13.5%

SUPER

PREMIUM

8.2%

PAB

5.3%

CRAFT

4.1%

MALT

LIQUOR

2.4%

CIDER

0.7% NON

ALCOHOLIC

0.1%

-1.4

-1.0

1.2

0.4

-0.2

0.8

-0.0

0.2

0.0

PREMIUM

SUB PREMIUM

IMPORT

SUPER PREMIUM

PAB

CRAFT

MALT LIQUOR

CIDER

NON ALCOHOLIC

BEER SEGMENT DOLLAR SHARE AND SALES TRENDSTotal U.S. Convenience



TOP 5 SALES GROWTH STATES FOR BEER CATEGORYTOTAL U.S. CONVENIENCE

Source: IRI InfoScan Total US Convenience YTD July 5, 2015

$71,954

$47,579

$32,057

$29,010

$27,606

Texas

New York

Louisiana

Ohio

Virginia

$13,767 $11,777$9,529

$6,727 $5,814

MICHELOB ULTRA

LIGHT

CORONA EXTRA DOS EQUIS XX

LAGER ESPECIAL

MODELO

ESPECIAL

BUDWEISER

$3,340 $3,233 $3,113 $3,001 $2,875

BUDWEISER BUD LIGHT CORONA EXTRA MODELO

ESPECIAL

HEINEKEN

$8,760$6,403

$3,582 $2,416 $2,220

BUD LIGHT MICHELOB ULTRA

LIGHT

CORONA EXTRA BUDWEISER MILLER LITE

$3,987$2,675 $2,233 $1,904 $1,519

BUSCH LIGHT MILLER LITE REDDS WICKED

APPLE ALE

SMALL TOWN NT

YR FATHRS RT

BEER

BUD LIGHT

$4,985$3,853

$1,782 $1,696 $1,694

BUD LIGHT CORONA EXTRA BUDWEISER MILLER HIGH

LIFE

HEINEKEN

Top 5 Brands Contributing to GrowthDollar Sales Chg YA (000)

Top 5 Growth StatesDollar Sales Chg YA (000)


SEGMENTS’ HISTORICAL DOLLAR SHARE OF BEERTOTAL U.S. SUPERMARKETS

Source: IRI InfoScan Total US FOOD 2010 – 2014 and YTD July 5, 2015

The Craft and Import Segments have gained the most share in Supermarkets in 2015 YTD. Cider Sales have decelerated.

9.43 10.82 11.92 13.52 15.45 16.540.45 0.56 0.91 1.562.24 2.34

41.73 40.51 38.66 36.94 35.08 33.84

15.02 14.33 13.34 12.22 11.41 10.77

8.38 8.76 10.13 10.46 10.63 10.74

19.61 19.65 19.39 19.12 18.96 19.61

3.36 3.30 3.58 4.16 4.23 4.11

1.95 1.90 1.82 1.69 1.64 1.62

2010 2011 2012 2013 2014 YTD 2015

NA's and MALT

PAB's

IMPORT

SUPER PREMIUM

SUB-PREMIUM

PREMIUM

CIDER

CRAFT


IMPORT AND MEXICAN BEER TRENDSTOTAL U.S. SUPERMARKETS

Non-Mexican Import Dollar Sales have increased vs year ago for the first since 2011, but still lag behind Mexican Import sales trends.

-0.8%

-0.1%

0.6%

2.4%

-0.3%

6.3%

-0.9%

7.6%

-0.3%

8.0%

4.1%

8.6%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

IMPORT BEER W/O MEXICAN BEER MEXICAN BEER TOTAL

Dollar Sales % Change Year Ago

2010

2011

2012

2013

2014

YTD 2015



2015 KEY SUMMER BEER HOLIDAY SALES RECAPTOTAL U.S. SUPERMARKETS

Source: IRI InfoScan Total US FOOD custom time periods

Both the Memorial Day and Fourth of July holidays were disappointing for Beer sales results in Supermarkets compared to last year.

Dollar Sales Case Sales

Current Change vs YA % Chg YA Current Change vs YA % Chg YA

Mem

ori

al D

ay*

BEER $453,625,758 $2,738,721 0.6% 19,862,546 -376,991 -1.9%

DOM PREMIUM $152,560,531 -$7,963,796 -5.0% 8,280,383 -396,007 -4.6%

IMPORT $89,233,035 $3,888,043 4.6% 3,209,741 123,276 4.0%

DOM SUPER PREMIUM $53,133,655 $524,509 1.0% 1,998,025 11,593 0.6%

CRAFT $73,466,009 $10,192,310 16.1% 2,077,367 227,128 12.3%

DOM SUB-PREMIUM $43,953,693 -$3,594,244 -7.6% 2,958,885 -306,067 -9.4%

PAB's $22,142,551 -$2,041,267 -8.4% 658,523 -64,818 -9.0%

CIDER $10,805,032 $1,418,714 15.1% 308,379 35,411 13.0%

NON-ALCOHOLIC $3,409,699 -$68,659 -2.0% 147,855 -7,151 -4.6%

MALT LIQUOR $3,038,105 -$91,246 -2.9% 175,820 -11,503 -6.1%

4th

of

July

**

BEER $520,505,476 $12,595,110 2.5% 22,925,589 -153,745 -0.7%

DOM PREMIUM $173,747,386 -$7,415,773 -4.1% 9,557,124 -495,469 -4.9%

IMPORT $104,216,450 $4,628,666 4.6% 3,800,601 120,985 3.3%

DOM SUPER PREMIUM $62,140,288 $3,030,230 5.1% 2,380,066 119,917 5.3%

CRAFT $83,735,821 $13,764,495 19.7% 2,380,231 318,000 15.4%

DOM SUB-PREMIUM $47,408,067 -$2,208,753 -4.5% 3,221,387 -206,448 -6.0%

PAB's $27,549,338 -$1,341,117 -4.6% 822,740 -46,984 -5.4%

CIDER $12,468,301 $1,400,291 12.7% 354,356 26,928 8.2%

NON-ALCOHOLIC $3,888,497 $34,258 0.9% 167,662 -3,979 -2.3%

MALT LIQUOR $3,268,177 $99,901 3.2% 188,836 -1,025 -0.5%

*2 Weeks Ending May 31, 2015 **2 Weeks Ending July 5, 2015


TOP 15 BEER VENDORS – BASED ON DOLLAR SALESTOTAL U.S. SUPERMARKETS

Source: IRI InfoScan Total US FOOD YTD July 5, 2015

Constellation, Sierra Nevada and Lagunitas were the top three share gainers in Supermarkets within the Top 15 Vendors.

ANHEUSER-BUSCH INBEV* (1)

MILLERCOORS BREWING (2)

CONSTELLATION BEER (3)

HEINEKEN USA INC (4)

BOSTON BEER CO (5)

DIAGEO GUINNESS USA (6)

PABST BREWING CO (7)

SIERRA NEVADA BREWING CO (8)

MARK ANTHONY BRANDS INC (9)

D G YUENGLING & SON INC (10)

NEW BELGIUM BREWING COMPANY (11)

NORTH AMERICAN BREWERIES (12)

CRAFT BREW ALLIANCE INC (13)

THE LAGUNITAS BREWING COMPANY (14)

THE GAMBRINUS COMPANY (15)

Dollar Sales Dollar Share

Current % Chg YA Current Chg YA

$1,831,484,033 0.3% 35.82 -1.32

$1,189,488,275 -0.8% 23.27 -1.11

$427,509,712 9.5% 8.36 0.43

$288,243,290 0.1% 5.64 -0.21

$169,338,321 4.2% 3.31 0.01

$105,360,532 5.4% 2.06 0.03

$81,506,985 -3.4% 1.59 -0.12

$78,744,438 24.4% 1.54 0.25

$72,813,538 6.7% 1.42 0.04

$70,845,447 1.7% 1.39 -0.03

$60,751,782 1.9% 1.19 -0.02

$51,128,584 -8.0% 1.00 -0.13

$50,235,733 2.9% 0.98 -0.01

$41,170,028 48.3% 0.81 0.24

$36,238,748 7.9% 0.71 0.03

*Anheuser-Busch InBev data includes Elysian Brewing Company


TOP 15 BEER BRANDS BASED ON DOLLAR SALESTOTAL U.S. SUPERMARKETS


Modelo Especial, Michelob Ultra and Stella Artois continue to be the big share gainers within the Top 15 Brands. Corona Extra is also gaining share.

BUD LIGHT (1)

COORS LIGHT (2)

MILLER LITE (3)

BUDWEISER (4)

CORONA EXTRA (5)

MICHELOB ULTRA LIGHT (6)

HEINEKEN (7)

NATURAL LIGHT (8)

MODELO ESPECIAL (9)

BUSCH LIGHT (10)

STELLA ARTOIS LAGER (11)

CORONA LIGHT (12)

MILLER HIGH LIFE (13)

BUSCH (14)

BLUE MOON BELGIAN WHITE ALE (15)

Dollar Sales Dollar Share

Current % Chg YA Current Chg YA

$617,118,264 -0.7% 12.07 -0.57

$333,851,791 -0.5% 6.53 -0.30

$287,930,455 1.5% 5.63 -0.13

$230,514,641 -1.7% 4.51 -0.26

$213,044,775 6.1% 4.17 0.08

$152,984,020 15.1% 2.99 0.29

$110,373,326 -0.7% 2.16 -0.10

$102,941,836 -2.6% 2.01 -0.14

$102,237,602 21.7% 2.00 0.29

$93,428,912 -1.4% 1.83 -0.10

$70,146,033 19.9% 1.37 0.18

$69,937,975 6.3% 1.37 0.03

$66,404,697 -3.0% 1.30 -0.09

$59,081,263 -4.9% 1.16 -0.11

$56,651,807 6.9% 1.11 0.03


9 BEER VENDORS WITH NEW PRODUCT SALES > $1MMTOTAL U.S. SUPERMARKETS


There could be as many as 15 Beer Vendors who generate > $1MM in new product sales in Supermarkets this year.

$19,386,928

$18,194,539

$7,003,471

$5,641,367

$4,567,338

$2,799,439

$2,212,006

$1,121,880

$1,101,107

ANHEUSER-BUSCH INBEV*

MILLERCOORS BREWING

SIERRA NEVADA BREWING CO

BOSTON BEER CO

MARK ANTHONY BRANDS INC

NEW BELGIUM BREWING COMPANY

CONSTELLATION BEER

DUVEL MOORTGAT USA

HEINEKEN USA INC

Dollar Sales

Total new product Case Sales = 2.5MM

Total new product Dollar Sales = $82.4MM

*Anheuser-Busch InBev data includes Elysian Brewing Company


TOP 15 NEW BEER BRANDSTOTAL U.S. SUPERMARKETS


Good depth again in this year’s class of new beer brands, but no mega new brands like last year. This year will see the highest number of new beer brand launches as tracked by IRI.

$4,605,004

$4,345,954

$3,950,836

$3,931,968

$3,838,278

$3,490,709

$3,044,252

$2,461,138

$2,404,077

$2,052,351

$1,914,903

$1,813,773

$1,507,270

$1,393,492

$1,270,453

LEINENKUGELS GRAPEFRUIT SHANDY (1)

OCULTO LAGER (2)

SIERRA NEVADA HOP HUNTER IPA (3)

BUD LIGHT MIXX TAIL LNG ISLD ICE TEA (4)

REDDS GREEN APPLE ALE (5)

BUD LIGHT MIXX TAIL HURRICANE (6)

SIERRA NEVADA NOONER PILSNER (7)

NEW BELGIUM SLOW RIDE SESSN IPA (8)

REDDS WICKED MANGO ALE (9)

PALM BREEZ PINEAPPL MANDARN ORNG (10)

BLUE MOON WHITE IPA (11)

SAMUEL ADAMS REBEL ROUSER DBL IPA (12)

ANGRY ORCHARD HOP N MAD APPLE (13)

PALM BREEZE RUBY RED CITRUS (14)

SAMUEL ADAMS REBEL RIDER IPA (15)

Dollar Sales

Year

# of New Beer

Brands

Total New Beer Brand Case Sales

Top New Beer Brand (Based on $ Sales)

YTD 2015

600 1,790,486Leinenkugels Grapefruit

Shandy

2014 612 7.403,257 Bud Light Lime Mang O Rita

2013 530 5,473,905 Bud Light Lime Straw Ber Rita

2012 415 6,953,181 Bud Light Platinum Lager

2011 362 1,382,057 Shock Top Rspberry Wheat Ale

2010 357 1,843,293 Smirnoff Blbrry & Lemonade

2009 198 2,053,440 Bud Light Golden Wheat

2008 173 4,898,477 Bud Light Lime

2007 141 2,997,697 Miller Chill

2006 193 1,380,051 CM Parrot Bay Wave Runner


NEW BEER PRODUCT SALES BY SEGMENTTOTAL U.S. SUPERMARKETS


New Craft Products have the highest Dollar Sales contribution within Beer

$26,628,807

$17,425,090

$13,580,004

$3,553,189

$750,660

$296,704

$164,739

$40,416

CRAFT

SUPER PREMIUM

PAB's

CIDER

MALT LIQUOR

IMPORT

SUB-PREMIUM

PREMIUM

CRAFT

42.6%

SUPER

PREMIUM

27.9%

PAB's

21.7%

CIDER

5.7%

MALT

LIQUOR

1.2%

IMPORT

0.5%

SUB-

PREMIUM

0.3%

PREMIUM

0.1%

Share of Total New Product Dollar Sales

New Product Dollar Sales by Segment


NEW BEER PRODUCT DOLLAR SALES 2012 - 2014TOTAL U.S. SUPERMARKETS


Craft, Cider, Import and Super Premium new product Dollar Sales contributions increased in 2014, while PAB’s declined.

$0

$20,000,000

$40,000,000

$60,000,000

$80,000,000

$100,000,000

$120,000,000

CRAFT PAB's SUPER

PREMIUM

CIDER IMPORT PREMIUM SUB-

PREMIUM

New Product Dollar Sales by Segment 2012 thru 2014

YR 2012 YR 2013 YR 2014


NEW BEER PRODUCT BREAKDOWNTOTAL U.S. SUPERMARKETS


Line Extensions of Existing Brands Account for 70% of Beer’s New Products this year

Innovation by SegmentNew Brand Family vs. Line Ext ($MM)

New Brand Families vs Line Extensions

30%

70%New Brand

Families

Line Extensions

$0

$5

$10

$15

$20

$25

$30

Line Extensions New Brand Families


TOP 10 BEER VENDORS AND BRAND FAMILIES BASED ON LINE EXTENSIONS

TOTAL U.S. SUPERMARKETS


MillerCoors, Sierra Nevada and Boston Beer lead all vendors based on new product sales resulting from Line Extensions.

$7,009,843

$3,129,325

$2,461,138

$600,646

$592,596

$543,166

$518,472

$517,964

$496,514

$451,341

SIERRA NEVADA BRAND FAMILY

SAMUEL ADAMS BRAND FAMILY

NEW BELGIUM BRAND FAMILY

DESCHUTES BRAND FAMILY

BOULEVARD BRAND FAMILY

FULL SAIL BRAND FAMILY

KARBACH BRAND FAMILY

OMMEGANG BRAND FAMILY

OSKAR BLUES BRAND FAMILY

ABITA BRAND FAMILY

Top Selling New Line Extensions by Brand

$13,993,214

$7,009,843

$5,092,431

$2,461,138

$1,110,561

$1,019,998

$601,680

$600,646

$543,166

$518,472

MILLERCOORS BREWING


BOSTON BEER CO

NEW BELGIUM BREWING…

DUVEL MOORTGAT USA

HEINEKEN USA INC

DIAGEO GUINNESS USA

DESCHUTES BREWERY

FULL SAIL BREWING

KARBACH BREWING COMPANY

Top Selling Vendors for Line Extensions


TOP NEW BRAND FAMILIES BASED ON NEW BRANDSTOTAL U.S. SUPERMARKETS


ABI and Mark Anthony Brands are the Top Two Vendors Based on New Brand Family Dollar Sales

$13,003,176

$3,462,474

$348,259

$242,379

$216,985

$171,150

$107,023

$87,878

$80,045

$75,853

ANHEUSER-BUSCH INBEV

MARK ANTHONY BRANDS INC

FUNKY BUDDHA BREWERY

THIRSTY PLANET BREWING CO

WESTON BREWING CO

FRIARITA BREWERS

BACKWOODS BREWING…

IRON GOAT BREWING CO

PFRIEM FAMILY BREWERS

WHITE STREET BREWING CO

Top Vendors Based on New Brand Families

$8,657,222

$4,345,954

$3,462,474

$348,259

$242,379

$216,985

$171,150

$107,023

$87,878

$80,045

BUD LIGHT MIXX TAIL BRND FAM

OCULTO BRND FAM

PALM BREEZE BRND FAM

FUNKY BUDDHA BRND FAM

THIRSTY PLANT BRND FAM

ROOT SELLERS BRND FAM

FRIARITA BRND FAM

BACKWOODS BRND FAM

IRON GOAT BRND FAM

PFRIEM BRND FAM

Top New Brand Families


BEER CATEGORY & CRAFT SEGMENT HISTORICAL DOLLAR SALES TRENDS



Craft is currently on pace to achieve a third consecutive year of +18% Dollar Sales Growth in Supermarkets

15.2%16.0%

14.6%

18.4%18.9% 18.8%

0.6% 1.0%

4.1% 4.4% 4.0% 4.0%

2010 2011 2012 2013 2014 YTD 2015

CRAFT BEER


TOP 10 EDIBLE GROCERY CATEGORIES BASED ON DOLLAR SALES CHANGE VS YEAR AGO



Wine is #1 and Beer is #5 based on Actual Dollar Sales Change vs Year Ago. If Craft was considered a Category it would rank at #9!

$243,672,029

$235,167,213

$225,410,728

$211,466,621

$196,293,245

$184,605,729

$162,961,012

$156,837,324

$135,287,538

$101,525,753

TOTAL WINE

COFFEE

FRESH EGGS

NATURAL CHEESE

BEER

SALAD/COLESLAW - RFG

BOTTLED WATER

MEAT - RFG

CRAFT*

SALTY SNACKS

Dollar Sales Change Year Ago

*Craft is a segment within the Beer Category.

% Change vs YA

6.8%

9.7%

10.9%

4.9%

4.0%

10.1%

6.6%

16.9%

19.0%

2.0%


TOP 15 BA CRAFT VENDORS BASED ON DOLLAR SALESTOTAL U.S. SUPERMARKETS


Lagunitas and Ballast Point are the two largest share gainers within the Top 15 BA Craft defined Vendors

$93,589,201

$78,744,438

$60,751,782

$41,170,028

$36,238,748

$24,575,973

$20,047,194

$17,257,957

$13,822,941

$11,885,179

$10,828,439

$10,698,982

$10,408,844

$10,343,968

$8,418,011

BOSTON BEER CO (1)

SIERRA NEVADA BREWING CO (2)

NEW BELGIUM BREWING COMPANY (3)

THE LAGUNITAS BREWING COMPANY (4)

THE GAMBRINUS COMPANY (5)

DESCHUTES BREWERY (6)

STONE BREWING CO. (7)

BELLS BREWERY INC (8)

SWEETWATER BREWING COMPANYLLC (9)

DOGFISH HEAD BREWERY (10)

FIRESTONE WALKER BREWING COMPANY (11)

BALLAST POINT BREWING COMPANY (12)

FOUNDERS BREWING CO (13)

DUVEL MOORTGAT USA (14)

GREAT LAKES BREWING CO. (15)

Dollar Sales


Dollar Share of

Craft

Dollar Share

Chg YA

-5.6% 11.1% -2.9%

24.4% 9.3% 0.4%

1.9% 7.2% -1.2%

48.3% 4.9% 1.0%

7.9% 4.3% -0.4%

7.4% 2.9% -0.3%

35.5% 2.4% 0.3%

14.3% 2.0% -0.1%

24.8% 1.6% 0.1%

13.6% 1.4% -0.1%

56.0% 1.3% 0.3%

130.1% 1.3% 0.6%

76.0% 1.2% 0.4%

9.3% 1.2% -0.1%

8.1% 1.0% -0.1%


TOP 15 NEW BA CRAFT VENDORS YTD 2015TOTAL U.S SUPERMARKETS


There are 857 Total IRI Craft Defined Vendors selling in Supermarkets in 2015. This is an increase from 735 in 2014 and 595 in 2013.

$348,259

$242,379

$107,023

$87,878

$80,045

$75,853

$69,327

$68,433

$66,429

$61,576

$53,268

$44,316

$43,572

$40,098

$38,710

FUNKY BUDDHA BREWERY

THIRSTY PLANET BREWING CO

BACKWOODS BREWING COMPANY

IRON GOAT BREWING CO

PFRIEM FAMILY BREWERS

WHITE STREET BREWING CO

PUBLIC HOUSE BREWING COMPANY

VETERANS UNITED CRAFT BREWERY

TITLETOWN BREWING COMPANY

BIG BEND BREWING COMPANY

COPPERTAIL BREWING CO

NORTH HIGH BREWING

CAHABA BREWING COMPANY

UBERBREW

KALONA BREWING COMPANY

Dollar Sales Location

Fort Lauderdale, FL

Austin, TX

Carson, WA

Spokane, WA

Hood River, OR

White Forest, NC

Rolla, MO

Jacksonville, FL

Green Bay, WI

Alpine, TX

Tampa, FL

Columbus, OH

Birminham, AL

Billings, MT

Kalona, IA


TOP 15 BA CRAFT BRANDS BASED ON DOLLAR SALESTOTAL U.S. SUPERMARKETS


Lagunitas IPA moved up three spots in the ranking compared to last year.

SIERRA NEVADA PALE ALE (1)

SAMUEL ADAMS SEASONAL (2)

SAMUEL ADAMS BOSTON LAGER (3)

NEW BELGIUM FAT TIRE AMBER ALE (4)

LAGUNITAS INDIA PALE ALE (5)

SIERRA NEVADA TORPEDO EXTRA IPA (6)

SHINER BOCK (7)

SAMUEL ADAMS VARIETY PACK (8)

SAMUEL ADAMS REBEL IPA (9)

SIERRA NEVADA SEASONAL (10)

NEW BELGIUM VARIETY PACK (11)

NEW BELGIUM RANGER IPA (12)

SIERRA NEVADA VARIETY PACK (13)

BELLS SEASONAL (14)

LAGUNITAS A LITTL SUMPN SMPN ALE (15)

Dollar Sales Dollar Share of Craft

YTD % Chg YA Current Chg YA

$32,942,084 3.4% 3.9% -0.6%

$28,803,459 -9.2% 3.4% -1.1%

$24,958,110 -5.3% 3.0% -0.8%

$22,888,601 -0.7% 2.7% -0.5%

$18,836,740 44.9% 2.2% 0.4%

$17,253,246 8.8% 2.0% -0.2%

$16,508,895 7.7% 2.0% -0.2%

$14,384,556 -8.3% 1.7% -0.5%

$10,852,052 9.8% 1.3% -0.1%

$10,336,216 13.0% 1.2% -0.1%

$9,787,664 18.0% 1.2% 0.0%

$9,120,381 -2.9% 1.1% -0.2%

$8,854,647 1.0% 1.0%

$8,497,529 117.3% 1.0% 0.5%

$7,839,508 7.8% 0.9% -0.1%


TOP 15 NEW BA CRAFT BEER BRANDSTOTAL U.S. SUPERMARKETS


Similar to last year, there are already five new Craft Brands that have exceeded $1MM in Dollar Sales in YTD 2015. We may see as many as 7 or 8 new Craft Brands exceed $1MM before the year ends which is unprecedented.

$3,950,836

$3,044,252

$2,461,138

$1,813,773

$1,270,453

$533,978

$520,175

$496,514

$451,341

$450,498

$350,407

$344,827

$256,540

$242,379

$237,150

SIERRA NEVADA HOP HUNTER IPA (1)

SIERRA NEVADA NOONER PILSNER (2)

NEW BELGIUM SLOW RIDE SESSN IPA (3)

SAMUEL ADAMS REBEL ROUSER DBL IPA (4)

SAMUEL ADAMS REBEL RIDER IPA (5)

FULL SAIL SESSION IPA (6)

DESCHUTES PINEDROPS IPA (7)

OSKAR BLUES PINNER THROWBACK IPA (8)

ABITA STRAWBERRY HARVEST LAGER (9)

OMMEGANG GAME OF THRONS 3 EYD RAV (10)

KARBACH LOVE STREET KOLSCH (11)

NINKASI DAWN OF RD INDI RD ALE (12)

FIRESTONE WALKER EASY JACK IPA (13)

THIRSTY PLANT THRSTY GT AMBR ALE (14)

HOP VALLEY CITRUS MISTRESS IPA (15)

Dollar Sales

Year BrandDollar Sales

YTD 2015 Sierra Nevada Hop Hunter IPA $3,950,836

2014 Samuel Adams Rebel IPA $21,116,309

2013 New Belgium Rampant Imperial IPA $3,942,500

2012 Deschutes Chain breaker White IPA $2,601,975

2011 Kona Variety Pack $2,115,495

2010 New Belgium Ranger IPA $5,495,092

2009 Sierra Nevada Torpedo Extra IPA $3,938,139

2008 Samuel Adams Irish Red $1,623,497

2007 Alaskan IPA $653,389

2006 Deschutes Inversion IPA $1,353,956


TOP 15 NEW BA CRAFT BEER PACKAGESTOTAL U.S. SUPERMARKETS

Total Craft New Product Dollar Sales

YTD 2015 $37,397,021

2014 $92,203,800

2013 $42,021,402

2012 $42,969,648

2011 $20,637,476

2010 $15,387,487

2009 $20,750,750


Total Can sales for new products is $9.7MM for YTD 2015 (last year YTD 2014 was only $5.8MM)

Total Bottle sales for new products is $27.7MM for YTD 2015

$2,406,980

$2,187,647

$2,185,842

$1,804,184

$1,756,050

$851,294

$801,831

$520,175

$496,514

$485,566

$472,137

$463,238

$451,341

$450,498

$419,997

NEW BELGIUM SLOW RIDE SESSN IPA 6-PACK 11-12OZ BTL

SIERRA NEVADA HOP HUNTER IPA 6-PACK 11-12OZ BTL

SIERRA NEVADA NOONER PILSNER 6-PACK 11-12OZ BTL

SAMUEL ADAMS REBEL ROUSER DBL IPA 6-PACK 11-12OZ BTL

SIERRA NEVADA HOP HUNTER IPA 12-PACK 11-12OZ BTL

SIERRA NEVADA NOONER PILSNER 12-PACK 12OZ CAN

SAMUEL ADAMS REBEL RIDER IPA 6-PACK 11-12OZ BTL

DESCHUTES PINEDROPS IPA 6-PACK 11-12OZ BTL

OSKAR BLUES PINNER THROWBACK IPA 6-PACK 12OZ CAN

SAMUEL ADAMS REBEL IPA 12-PACK 12OZ CAN

LAGUNITAS PILS 12-PACK 11-12OZ BTL

SAMUEL ADAMS REBEL RIDER IPA 12-PACK 11-12OZ BTL

ABITA STRAWBERRY HARVEST LAGER 12-PACK 12OZ CAN

OMMEGANG GAME OF THRONS 3 EYD RAV SINGLES 25.4OZ LNBTL

FULL SAIL SESSION IPA 12-PACK 11-12OZ BTL

Dollar Sales


TOTAL CRAFT KEY PACK SIZE DOLLAR SALE TRENDSTOTAL U.S. SUPERMARKETS


Craft Cans share of Total Craft Dollar Sales increased by +3.7 and is now 11.0% share of Total Craft Dollar Sales

6-PACK 11-12OZ BTL

12-PACK 11-12OZ BTL

SINGLES 22OZ LNBTL

6-PACK 12OZ CAN

12-PACK 12OZ CAN

4-PACK 11-12OZ BTL

4-PACK 16OZ CAN

SINGLES 25.4OZ LNBTL

SINGLES 11-12OZ BTL

15-PACK 12OZ CAN


$397,435,383 15.2%

$249,369,534 10.5%

$54,693,035 18.1%

$46,640,690 107.1%

$29,492,259 45.4%

$21,344,900 18.7%

$9,716,979 58.8%

$8,386,757 19.7%

$6,368,762 42.3%

$3,882,776 682.9%

$8,061,078

$5,962,587

$4,680,446

$4,385,026

$4,364,428


OSKAR BLUES BREWERY

NEW BELGIUM BREWING…

FOUNDERS BREWING CO

BOSTON BEER CO

Top 5 Craft Can Vendors YTD 2015

TTL CRAFT CAN

$ Sales % Chg YA

$92,680,925 79.85%

TTL CRAFT GLASS

$ Sales % Chg YA

$752,822,764 14.34%


TOP 10 CRAFT BEER STYLESTOTAL U.S. SUPERMARKETS


IPA now accounts for over a 27 share of Total Craft Dollar Sales and has gained +3.8 share in 2015 YTD.

$229,390,095

$113,065,628

$74,713,677

$72,374,527

$39,663,747

$32,503,897

$23,110,721

$22,713,565

$19,924,513

$16,766,175

CRAFT IPA

CRAFT SEASONAL

CRAFT PALE ALE

CRAFT VARIETY

CRAFT AMBER ALE

CRAFT AMBER LAGER

CRAFT WHEAT BEER

CRAFT FRUIT/VEGGIE/SPICED

CRAFT BOCKS

CRAFT STOUT

Dollar Sales


Dollar Share of

Craft

38.1% 27.1%

5.2% 13.4%

5.8% 8.8%

20.0% 8.6%

0.8% 4.7%

-4.3% 3.8%

-4.9% 2.7%

98.7% 2.7%

6.2% 2.4%

37.3% 2.0%


TOP CRAFT IPA BRANDS COMPARISON - 2010 VS YTD 2015TOTAL U.S. SUPERMARKETS


Half of the Top 10 Craft IPA Brands have changed when comparing 2015 vs 2010 rankings

$18,835,775

$17,252,059

$10,851,523

$9,120,346

$6,729,130

$6,667,934

$6,660,412

$6,236,068

$5,284,055

$4,708,667

LAGUNITAS INDIA PALE ALE

SIERRA NEVADA TORPEDO EXTRA…

SAMUEL ADAMS REBEL IPA

NEW BELGIUM RANGER IPA

LAGUNITAS A LITTL SUMPN SMPN…

BELLS TWO HEARTED ALE

STONE INDIA PALE ALE

REDHOOK LONG HAMMER IPA

FOUNDERS ALL DAY IPA

BALLAST POINT SCULPIN IPA

Top IPA Brands - YTD 2015

$10,385,171

$9,797,286

$5,509,803

$4,570,654

$4,367,566

$4,210,918

$4,150,652

$3,729,873

$3,583,346

$2,950,427

SIERRA NEVADA TORPEDO EXTRA…

REDHOOK LONG HAMMER IPA

NEW BELGIUM RANGER IPA

LAGUNITAS INDIA PALE ALE

STONE INDIA PALE ALE

DESCHUTES INVERSION IPA

HARPOON INDIA PALE ALE

BRIDGEPORT INDIA PALE ALE

DOGFISH HEAD 60 MINUTE IPA

PYRAMID THUNDERHEAD IPA

Top IPA Brands - Year 2010


CRAFT IPA STYLES DOLLAR SALES AND TRENDSTOTAL U.S. SUPERMARKETS


Session IPA’s continue to gain share, but the share gains are beginning to balance in coming from American and Imperial IPA. This is a change to what we saw earlier in the year where it was primarily coming from Imperial IPA.

$166,669,548

$53,696,539

$16,503,617

$5,792,679

$1,387,756

$1,095,350

$1,003,919

American IPA - 2015

Imperial IPA - 2015

Session IPA - 2015

English IPA - 2015

Belgian White IPA - 2015

Other IPA - 2015

Black IPA - 2015

Dollar Sales


Dollar Share of

IPAs

Dollar Share

Chg YA

32.2% 67.7% -2.0%

23.7% 21.8% -2.2%

249.9% 6.7% 4.1%

63.5% 2.4% 0.4%

11.1% 0.6% -0.1%

8.9% 0.4% -0.1%

33.1% 0.4% 0.0%


NUMBER OF CRAFT IPA BRANDS SELLINGTOTAL U.S. SUPERMARKETS


Craft IPA Brands are now up to 941 selling in Supermarkets. This is an increase of 200 brands from 2014 YE. Number of Session IPA Brands selling has doubled and American IPA Brands have increased by > 100.

215292

388520

636741

941

2009 2010 2011 2012 2013 2014 YTD 2015

Number of Craft IPA Brands

2009 2010 2011 2012 2013 2014YTD 2015

AMERICAN 142 185 236 302 371 421 525

IMPERIAL 47 73 101 141 171 199 242

SESSION 3 3 5 7 14 28 56

ENGLISH 16 19 24 28 29 29 36

BELGIAN/WHITE 3 5 8 12 14 19 26

BLACK 2 3 9 16 20 25 30

OTHER 2 4 5 14 17 20 26

TOTAL 215 292 388 520 636 741 941


TOP CRAFT IPA MARKETS MINIMUM $3MMIRI FOOD MARKETS

Source: IRI InfoScan IRI FOOD Markets YTD July 5, 2015

IPA has > 30 share of Total Craft Dollar Sales in the Top 9 Markets IPA has Increased its Share by > 5.0 points in 6 of Top 20 Craft IPA Markets

44.0%

36.2%

35.3%

33.6%

32.6%

32.1%

32.1%

30.4%

30.3%

29.0%

San Diego, CA - Food

San Francisco/Oakland, CA - Food

Los Angeles, CA - Food

Sacramento, CA - Food

Portland, OR - Food

Seattle/Tacoma, WA - Food

Atlanta, GA - Food

Grand Rapids, MI - Food

Miami/Ft. Lauderdale, FL - Food

Charlotte, NC - Food

Craft IPA Share of Total CraftShare

Chg YA

4.4%

4.0%

4.6%

5.5%

2.4%

2.9%

5.4%

5.2%

5.2%

4.0%


BEER AND CRAFT DOLLAR SALES % CHANGE VS YAIRI FOOD REGIONS


WEST

BEER 6.9%

CRAFT15.6%

CALIFORNIA

BEER 2.4%

CRAFT 19.4%


BEER 4.0%

CRAFT 18.8%

PLAINS

BEER 2.5%

CRAFT 24.6%

SOUTH CENTRAL

BEER 3.3%

CRAFT 15.4%

GREAT LAKES

BEER 3.8%

CRAFT 24.2%

NORTHEAST

BEER 3.5%

CRAFT 16.0%

MID SOUTH

BEER 2.9%

CRAFT 21.9%

SOUTHEAST

BEER 5.3%

CRAFT 16.2%


TOP 10 IRI-TRACKED STATES BASED ON CRAFT DOLLAR SALES IN SUPERMARKETS

Top 10 IRI Tracked Food States for Craft

Dollar Share of Category Dollar Sales

CurrentChange vs

YACurrent Change vs YA

California 19.20 2.73 $155,151,408 $25,193,272

Washington 34.62 2.39 $69,771,659 $11,248,784

Oregon 38.53 2.76 $48,538,068 $6,217,075

Ohio 21.50 4.12 $44,802,429 $10,183,633

Florida 9.36 0.85 $42,700,388 $6,122,336

North Carolina 15.51 2.31 $41,612,313 $6,845,996

Virginia 17.33 3.22 $38,898,314 $7,679,798

New York 17.68 1.66 $38,611,540 $4,535,965

Michigan 19.55 2.68 $33,049,631 $5,114,880

Illinois 15.85 3.02 $30,108,488 $6,884,040


Craft has experienced its largest share of Total Beer Dollar Sales in Ohio based on the Top 10 States for Craft Dollar Sales in Supermarkets


LOCAL CRAFT VS OTHER CRAFT VENDORSOREGON STATE SUPERMARKETS

Source: IRI InfoScan IRI Oregon State - FOOD Quad Weeks Jan 27, 2013 through July 12, 2015

Oregon Craft Brewers are Outselling Non-Oregon Craft Brewers in Dollar Sales

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

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5-1

5

4 W

k02-2

2-1

5

4 W

k03-2

2-1

5

4 W

k04-1

9-1

5

4 W

k05-1

7-1

5

4 W

k06-1

4-1

5

4 W

k07-1

2-1

5

Dollar Sales

OREGON LOCAL BREWERIES Non-Oregon Breweries


Source: IRI InfoScan IRI Oregon State – FOOD 2009 – 2014 and YTD July 5, 2015

Local Oregon Craft Brewers Share of Total Craft Dollar Sales has remained consistent over the years

36.3% 37.2% 38.4% 39.8% 38.0% 36.9% 36.9%

63.7% 62.8% 61.6% 60.2% 62.0% 63.1% 63.1%

2009 2010 2011 2012 2013 2014 YTD 2015

Dollar Share of Craft

Non - Oregon Local Craft Oregon Local Craft



Local Craft Brewer Dollar Sales Trends have outpaced Non-Local Craft for the past three years

Source: IRI InfoScan IRI Oregon State – FOOD 2010 – 2014 and YTD July 5, 2015

13.4%14.6% 14.0%

3.3%

11.8%

14.2%

9.3% 8.8%7.4%

11.2%

17.4%

15.1%

2010 2011 2012 2013 2014 YTD 2015


Non-Oregon Craft Oregon Local Craft Breweries



LOCAL CRAFT VS OTHER CRAFT VENDORSSAN DIEGO SUPERMARKETS

Source: IRI InfoScan IRI San Diego, CA FOOD Market Quad Weeks Jan 27, 2013 through July 12, 2015

Local Craft Brewer Dollar Sales passed Non-Local Craft Brewers sales earlier this year

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

4 W

k01-2

7-1

3

4 W

k02-2

4-1

3

4 W

k03-2

4-1

3

4 W

k04-2

1-1

3

4 W

k05-1

9-1

3

4 W

k06-1

6-1

3

4 W

k07-1

4-1

3

4 W

k08-1

1-1

3

4 W

k09-0

8-1

3

4 W

k10-0

6-1

3

4 W

k11-0

3-1

3

4 W

k12-0

1-1

3

4 W

k12-2

9-1

3

4 W

k01-2

6-1

4

4 W

k02-2

3-1

4

4 W

k03-2

3-1

4

4 W

k04-2

0-1

4

4 W

k05-1

8-1

4

4 W

k06-1

5-1

4

4 W

k07-1

3-1

4

4 W

k08-1

0-1

4

4 W

k09-0

7-1

4

4 W

k10-0

5-1

4

4 W

k11-0

2-1

4

4 W

k11-3

0-1

4

4 W

k12-2

8-1

4

4 W

k01-2

5-1

5

4 W

k02-2

2-1

5

4 W

k03-2

2-1

5

4 W

k04-1

9-1

5

4 W

k05-1

7-1

5

4 W

k06-1

4-1

5

4 W

k07-1

2-1

5

Dollar Sales

San Diego Local Breweries Non-San Diego Breweries


Local Craft Brewer Share of Total Craft Dollars is now up to near 51%

Source: IRI InfoScan IRI San Diego, CA FOOD Market 2009 – 2014 and YTD July 5, 2015

76.5%76.1%

73.7%70.0%

61.5%54.1%

49.1%

23.5%23.9% 26.3%

30.0%

38.5%

45.9%50.9%

2009 2010 2011 2012 2013 2014 YTD 2015


Non - San Diego Local Craft San Diego Local Craft



Local Craft Brewer Dollar Sales Trends have consistently been outpacing Non-Local Brewer sales trends for the past six years

Source: IRI InfoScan IRI San Diego, CA FOOD Market 2010 – 2014 and YTD July 5, 2015

10.2%15.1% 13.9%

7.7%

13.2% 9.1%13.0%

30.7% 36.5%

57.7%53.3%

37.5%

2010 2011 2012 2013 2014 YTD 2015


Non-San Diego Craft San Diego Local Craft Breweries



LOCAL CRAFT VS OTHER CRAFT VENDORSCHICAGO SUPERMARKETS

Source: IRI InfoScan IRI Chicago, IL FODO Market Quad Weeks Jan 27, 2013 through July 12, 2015

Local Craft Brewers Dollar Sales passed up Non-Local Craft Brewers earlier this year

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

4 W

k01-2

7-1

3

4 W

k02-2

4-1

3

4 W

k03-2

4-1

3

4 W

k04-2

1-1

3

4 W

k05-1

9-1

3

4 W

k06-1

6-1

3

4 W

k07-1

4-1

3

4 W

k08-1

1-1

3

4 W

k09-0

8-1

3

4 W

k10-0

6-1

3

4 W

k11-0

3-1

3

4 W

k12-0

1-1

3

4 W

k12-2

9-1

3

4 W

k01-2

6-1

4

4 W

k02-2

3-1

4

4 W

k03-2

3-1

4

4 W

k04-2

0-1

4

4 W

k05-1

8-1

4

4 W

k06-1

5-1

4

4 W

k07-1

3-1

4

4 W

k08-1

0-1

4

4 W

k09-0

7-1

4

4 W

k10-0

5-1

4

4 W

k11-0

2-1

4

4 W

k11-3

0-1

4

4 W

k12-2

8-1

4

4 W

k01-2

5-1

5

4 W

k02-2

2-1

5

4 W

k03-2

2-1

5

4 W

k04-1

9-1

5

4 W

k05-1

7-1

5

4 W

k06-1

4-1

5

4 W

k07-1

2-1

5

Chicago Local Breweries Non-Chicago Craft

Dollar Sales


Non-Local Craft Brewer Share of Total Craft Dollar Sales are down 7 points this year from 2014 and 14 points since 2012

Source: IRI InfoScan IRI Chicago, IL FOOD Market 2009 – 2014 and YTD July 5, 2015

65.8% 65.8% 64.9% 66.0%64.1%

59.2%

52.1%

34.2% 34.2% 35.1% 34.0% 35.9%

40.8%

47.9%

2009 2010 2011 2012 2013 2014 YTD 2015


Non-Chicago Craft Chicago Local Breweries



Local Craft Brewer Sales Trends have outpaced those of Non-Local Craft Brewers for the past three years

Source: IRI InfoScan IRI Chicago, IL FOOD Market 2010 – 2014 and YTD July 5, 2015

20.7%18.3%

21.9% 21.8%

7.6%

16.8%

20.9%23.3%

15.7%

32.3% 32.7%

53.4%

2010 2011 2012 2013 2014 YTD 2015


Non-Chicago Craft Chicago Local Craft Breweries



BEER CATEGORY & SEGMENT TRENDS AND SHARE 4 WEEKS ENDING AUG 16, 2015

TOTAL U.S. MULTI-OUTLET AND MULTI-OUTLET + CONVENIENCE

Source: IRI InfoScan Total U.S. Multi-Outlet and Total U.S. Multi-Outlet + Convenience 4 Weeks Ending August 16, 2015

Improved sales trends by the Premium, Super Premium and Import Segments have led to improved sale performance for the Beer Category compared to YTD

Total US – Multi-Outlet Total US – Multi-Outlet + Convenience



Case Sales % Chg YA




Case Sales % Chg YA


CATEGORY - BEER 6.3% 100.00 3.6% 100.00 6.8% 100.00 3.9% 100.00

TOTAL BA CRAFT 18.4% 11.46 14.7% 7.05 20.7% 7.18 16.9% 4.39

CRAFT (IRI DEFINITION) 16.5% 12.85 12.7% 8.00 19.3% 7.99 15.4% 4.94

CIDER 10.3% 1.99 7.3% 1.26 11.6% 1.28 8.4% 0.82

MALT LIQUOR 3.4% 0.63 -1.1% 0.80 7.4% 1.52 2.5% 1.85

PREMIUM 2.6% 36.10 2.2% 43.27 3.3% 42.41 2.5% 47.04

SUB-PREMIUM -2.0% 11.15 -3.7% 17.00 -0.4% 14.18 -2.6% 20.42

SUPER PREMIUM 9.2% 11.31 7.9% 9.50 11.9% 9.84 10.3% 7.93

IMPORT 12.0% 19.94 10.3% 16.02 15.8% 16.98 13.6% 13.04

NON-ALCOHOLIC 5.6% 0.66 2.3% 0.64 6.4% 0.33 3.1% 0.32

PAB's 0.3% 5.05 -0.2% 3.34 3.2% 5.33 2.4% 3.56


4

Thank You!

Craft Brewers: Please continue to send your current UPC lists and product images to me to insure your products are being tracked by IRI.

Please e-mail me at [email protected]

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