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IRI beer category mid-year sales overview.

Chart 1: Beer Category & Segment Dollar Sales Trends, Total US Supers

* Craft sales accelerated in the latest 4 Weeks Ending Aug 9, 2009

* It is the second highest quad week sales reported for Craft this
year behind the 4 Week Period Ending July 12

 Dollar Dollar Sales % Change YA
 Share
 YTD 52 Weeks ytd 4 Weeks
8/9/2009 Category & Segments 12/28/2008 8/9/2009 8/9/2009

 100.0% CATEGORY--BEER 4.3% 5.5% 4.5%
 20.1% IMPORT 1.2% 0.3% 2.6%
 7.7% CRAFT 10.2% 11.6% 16.3%
 3.3% PROGRESSIVE ADULT BEVS (6.7%) (5.5%) (4.5%)
 41.7% DOMESTIC PREMIUM 2.1% 5.1% 2.7%
 9.2% DOMESTIC SUPER PREMIUM 26.3% 12.3% 4.0%
 15.6% DOMESTIC SUB-PREMIUM 4.4% 9.8% 9.6%
 1.0% DOMESTIC MALT LIQUOR 9.1% 7.8% 8.3%
 1.0% NON-ALCOHOLIC (3.5%) (0.9%) (0.1%)
 0.3% CIDER 12.9% 15.3% 17.3%


"Craft Beers have maintained their sales momentum in this challenging economic environment," says Dan Wandel of IRI. "The Craft Segment is well-positioned to capitalize on today's evolving consumer purchase habits [and] the Craft Segment appears to be on its way to a 4th consecutive year of double digit percentage Dollar Sales growth in Supermarkets. Merchandising Support from Retailers, Sales Velocity and average number of Items Per Store Selling continue to increase for the Craft Segment. Pack Size diversity (Cans, 24-Packs, Single Serves, etc.) remains an opportunity for Craft Brewers...Pricing continued to remain healthy for the Craft Segment."

Chart 2: Craft Segment Dollar Sales % Change, IRI State Food Geographies

[ILLUSTRATION OMITTED]

Year-to-date July, craft sales are up across the country in almost every U.S. market, with especially strong increases in some southern and midwestern markets.

Excerpted from IRI "POWER HOUR" data
Chart 3: Top 15 Craft Brands based on dollar sales

TOTAL CRAFT DOLLARS=$339.3 MM, +10.9%

 Change
 $$ SALES (000) % +/- YA

SIERRA NEVADA PALE ALE $27,132.7 5.4
SAMUEL ADAMS BOSTON LAGER $24,905.0 (1.2)
SAMUEL ADAMS SEASONAL $19,570.1 3.0
NEW BELGIUM FAT TIRE AMBER ALE $15,958.0 19.1
SHINER BOCK $11,244.3 13.5
WIDMER HEFEWEIZEN $9,283.1 (0.2)
SAMUEL ADAMS LIGHT $9,189.0 (15.3)
SAMEUL ADAMS VARIETY PACK $8,561.2 12.0
SIERRA NEVADA SEASONLA $6,851.4 37.0
REDHOOK LONG HAMMER IPA $5,441.8 5.7
PYRAMID HAYWIRE $5,111.3 (4.1)
DESCHUTES MIRROR POND PALE ALE $4,857.4 2.1
REDHOOK ESB $4,574.1 (8.2)
NEW BELGIUM SEASONAL $3,678.9 18.0
ALASKAN AMBER $3,308.3 (3.6)

 $$ Share $$ Share
 Of Seq. Chq YA

SIERRA NEVADA PALE ALE 8.0 (0.4)
SAMUEL ADAMS BOSTON LAGER 7.3 (0.9)
SAMUEL ADAMS SEASONAL 5.8 (0.4)
NEW BELGIUM FAT TIRE AMBER ALE 4.7 0.3
SHINER BOCK 3.3 0.1
WIDMER HEFEWEIZEN 2.7 (0.3)
SAMUEL ADAMS LIGHT 2.7 (0.8)
SAMEUL ADAMS VARIETY PACK 2.5 0.0
SIERRA NEVADA SEASONLA 2.0 0.4
REDHOOK LONG HAMMER IPA 1.6 (0.1)
PYRAMID HAYWIRE 1.5 (0.2)
DESCHUTES MIRROR POND PALE ALE 1.4 (0.1)
REDHOOK ESB 1.3 (0.3)
NEW BELGIUM SEASONAL 1.1 0.1
ALASKAN AMBER 1.0 (0.1)

IRI Census Data Year-To-date Ending July 12, 2009

43 Copyright [C] Information Resources, Inc., 2008 confidential
and Proprietary.

Note: Table made from bar graph.


Some big, long-established craft brands continue to see softness, but it's not because their consumers are switching to Bud. These category-loyal consumers are just buying craft seasonals and variety packs instead.

Chart 4: 2009 Top 15 New Craft Beers, Total US Supers, IRI
 Total New
 t of New Craft
 Craft Brand Top New Craft Brand (Based
Year Brands Case Sales on $ Sales)

2009
YTD 60 131,537 Sierra Nevada Torpedo Ext IPA
2003 91 200,462 Samuel Adams Irish Red
2007 77 201,459 Alaskan IPA
2006 102 203,072 Deschutes Inversion IPA
2005 88 119,030 Full Sail Session Prem Lager
2004 72 38,643 Pyramid Amber Weizen Ale

 $$ SALES (000)

SIERRA NEVADA TORPEDO EXTRA IPA $1,457,590
WIDMER DRIFTER PALE ALE $1,116,507
SAMUEL ADAMS IMPERIAL WHITE $242,157
BOULEVARD SINGLE WIDE IPA $219,840
SAMUEL ADAMS IMPERIAL STOUT $180,265
ALASKAN WHITE ALE $137,386
SCHLAFLY DRY HOPPED APA $76,495
SIERRA NEVADA KELLERWEIS $70,427
LOST COAST TANGERINE WHEAT $69,968
PRIMO ISLAND LAGER $42,764
BLUE POINT HOPTICAL ILLUSION $39,972
ABITA ANDYGATOR $37,732
UFO SEASONAL $35,588
ABITA ABBEY ALE $29,860
FLYING DOG GONZO IMPERIAL PORTER $21,889

IRI Census Data Year-To-Date Ending July 12, 2009

44 Copyright [C] Information Resource, Inc., 2008. Confidential and
Proprietary.

Note: Table made from bar graph.


The thrill of the new continues to attract craft consumers. The big winner (year-to-date, July 12th) has been Sierra's Torpedo, but Widmer's Drifter has also done remarkably well.
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Publication:Modern Brewery Age
Date:Sep 10, 2009
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