The politics of growth.We present two of our major annual feature reports on the beer business in this issue. "Beer Growth Brands beginning on page 30 is based on proprietary research published in Adams Beer Handbook 2003. It highlights in text and table the fastest growth brands in key categories. While in format it's a basic "what's hot, what's not" peek at the marketplace, you'll see clearly as you go through it the quantitative changes in the marketplace over the past five years.
The ebb and flow the alternate ebb and flood of the tide; often used figuratively.
See also: Ebb of popular brands and new products has not occurred in a vacuum and, about the numbers at least, there's little to dispute. Reading the entrails en·trails
The internal organs, especially the intestines; viscera. may be an art, but Beer Growth Brands is the bedrock for rational analysis.
Numbers, however, are nothing without context. Michael Sherer's "Beer Industry Report," which you will find on page 20, has to be one of the most definitive and revealing journalistic jour·nal·is·tic
Of, relating to, or characteristic of journalism or journalists.
journal·is pieces on the U.S. beer industry in recent years. Sherer covers the relevant context comprehensively, beginning with the global influences of war and peace, bust and boom, and growth in emerging world markets. He reports on the dislocations and opportunities generated by the implacable im·plac·a·ble
Impossible to placate or appease: implacable foes; implacable suspicion.
[Middle English, from Old French, from Latin forces of consolidation in the supplier and wholesaler tiers. He analyzes the foreseeable and the unforeseeable Un`fore`see´a`ble
a. 1. Incapable of being foreseen.
Adj. 1. unforeseeable - incapable of being anticipated; "unforeseeable consequences"
unpredictable - not capable of being foretold
: the attraction of new flavor profiles, changing demographics The attributes of people in a particular geographic area. Used for marketing purposes, population, ethnic origins, religion, spoken language, income and age range are examples of demographic data. , social policy, and trends in merchandising and advertising.
We hope that in putting these two special articles in front of you at the same time we have created a unique opportunity for you to understand how beer is sold in this country. And, we also hope, some nuggets Nuggets can refer to several branches of interest:
You should, at the very least, get an enlightening en·light·en
tr.v. en·light·ened, en·light·en·ing, en·light·ens
1. To give spiritual or intellectual insight to: , if not entertaining look at the economic politics of a growing industry. As Beverage Dynamics Editor-in-Chief Richard Brandes comments in "Beer Growth Brands," brand equity remains tire cornerstone of the beer industry. That's as true for you, the retailer, as it is for the suppliers that Sherer quotes. In the end, no business strategy trumps trump 1
a. A suit in card games that outranks all other suits for the duration of a hand. Often used in the plural.
b. A card of such a suit.
c. A trump card.
2. consumer needs and wants. That's because, in the end, consumers don't buy beer, they buy brands.
So, you will have to decide for yourself if the key to selling more beer--or less beer more profitably--or even less beer and more of something else, lies in a local market strategy, a category management program, better packaging, or more or less dependence on your wholesalers. If you never had an out-of stock, would you sell more beer? Only you can answer.
That's not to say your suppliers are indifferent to your needs. Exactly the opposite, as our two stories relate in detail. For every perceived challenge you face, they are hard at work developing an appropriate program or, in some instances, a new product. The politics of growth are instructional, amusing and a benefit to all.