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CRAFT IMPORT DOMESTIC SUPER PREMIUM DOMESTIC PREMIUM DOMESTIC SUB-‐PREMIUM
"It seems more consumers are willing to skip buying cheaper beer in mass quantities in favor of buying a higher-quality local product." – National Public Radio, May 18, 2012
DISTRIBUTORS THAT ARE SUCCESSFULLY SELLING CRAFT…
2009 2010 2011 2012
14.3%15.1%14.9%
12.9%
4.1%
0.8%0.9%
4.1%
Category - Beer Craft
WHY CRAFT?CRAFT IS THE GROWTH ENGINE FOR BEERTotal U.S. Supermarkets - % and Actual Dollar ($M) Chg Vs YA
This data provided by Symphony IRI Group which tracks sales for craft brewers within the total U.S. supermarket channel. Visit their website at www.symphonyiri.com. For Symphony IRI, contact Dan Wandel, at 312.474.4947 or [email protected]
Small • Independent • TraditionalBrewers Association, 736 Pearl St. Boulder, CO 80302 • BrewersAssociation.org • 303.447.0816
Data is year-to-date January 2013
...are committed and investing in the Craft category in the following areas:
• They have a Craft manager who is beer passionate
• They actively educate and train their sales staff on the Craft segment
• They develop market plans with specific and measurable goals
• They relax their SKU policy and are receptive and flexible to carrying more SKUs
• They are actively promoting Craft Beer with key craft retailers
• They promote Craft Beer on their website and participate in craft oriented events
Photos © 2011 SHutterstock, LLC.
WHY NOW?THE CRAFT SEGMENT CONTINUES TO BE THE PRICING
LEADER IN THE BEER CATEGORYTotal U.S. Supermarkets CRAFT SEGMENTAvg price per case in USD
CRAFT IMPORT DOMESTIC SUPER PREMIUM DOMESTIC PREMIUM DOMESTIC SUB-PREMIUM
2009 2010 2011 2012Beer $326,425 $51,255 $76,681 $345,945Craft $78,373 $97,989 $118,769 $130,599
PROFIT COMPARISON TOOL
Cases Kegs (1/2 barrel)Brand Craft Premium Craft Premium
Wholesale Price/Unit
Laid In Cost/Unit
Gross Profit/Unit
Units/Month (optional)
Monthly Profit (optional)
Annual Profit (optional)
Brewers Associationwww.BrewersAssociation.org
Makers of craft beer are referred to as craft brewers. An American craft brewer is small (makes less than 6 million barrels of beer a year), is independently owned and uses tra-ditional ingredients. For a full definition visit BrewersAssociation.org.
Find all current BA Sell Sheets at tinyurl.com/BASellSheets.
