I. ECONOMIC REVIEW...1 The U. S. Economy in Review The Alcoholic Beverage Industry

Transcription

1 TABLE OF CONTENTS I. ECONOMIC REVIEW...1 The U. S. Economy in Review The Alcoholic Beverage Industry II. BEER CONSUMPTION...31 Industry Overview by Origin Quarterly Beer Shipments Imported Beer Trends Country and Type of Container U.S. Beer Exports III. BEER TRENDS BY STATE...63 Regional Consumption Trends Apparent Beer Consumption by Origin State Consumption Maps by Segment IV. BEER INDUSTRY AND BREWER TRENDS Top 10 Beer Marketers Leading Brewers by Segment Brewer Shipments by Division/State Leading Imported Beer Marketers by Segment V. BEER BRAND AND SEGMENT ANALYSIS Top 50 Beer Brands Brewer/Importer Brand Profiles Leading Beer Brands by Origin/Segment Sub-Premium Premium Super-Premium Light Malt Liquor Ice Dry Specialty Non-Alcoholic Top 10 Beer Brand Families Leading Brewers New Product Introductions Top 100 Imported Beer Brands Imported Beer Analysis by Color/Type Imported Beer Analysis by Country iii

2 TABLE OF CONTENTS (continued) VI CONSUMER BEER PURCHASES Consumer Purchases, Retail Sales by Origin/Segment Leading Brands Retail Expenditures Beer Price/Growth Analysis by Segment/Brand, VII. BEER ADVERTISING EXPENDITURES Expenditures by Medium Top 10 Media Advertisers Expenditures by Segment Leading Brand Advertisers by Origin TV Analysis by Brand VIII. DEMOGRAPHICS OF THE BEER MARKET The Gallup Poll Consumer Expenditures Survey The Simmons Study - Beer Drinkers by Gender, Age Group, Household Income, Race and Hispanic Origin IX. AMERICAN BEER MARKET TRENDS AND PROJECTIONS Alcoholic Beverage Consumption Trends by Category, Beer Projections by Segment Through 2015 Projections by Brand Sub-Premium Premium Super-Premium Light Malt Liquor Ice Dry Specialty Imports Non-Alcoholic Brews iv

3 TABLE OF CONTENTS (continued) X. THE INTERNATIONAL BEER MARKET Leading World Markets Per-Capita Beer Consumption World s Top 15 Brewers World s Top 15 Beer Brand Lines XI. READY-TO-DRINK FLAVORED ALCOHOLIC BEVERAGES Leading RTD Brands at Retail RTD Advertising Expenditures RTD Demographics RTD Projections Through 2015 XII. CIDER Leading Cider Brands Cider Retail Expenditures Cider Projections Through 2015 v

4 LISTING OF TABLES AND CHARTS CHAPTER I 1-1 Overview of the Economy (table) Real Gross Domestic Product (graph) Real Gross Domestic Product Percent Change (graph) Per-Capita Gross Domestic Product, Disposable Personal Income and Personal Consumption Expenditures (graph) U.S. Government Expenditures vs. Revenues (graph) Total Credit Market Debt Owed (graph) Total Credit Market Debt as a Percentage of GDP (graph) Exports and Imports of Goods and Services (graph) Selected Economic Rates (graph) Selected Interest Rates (graph) Total Real Gross Domestic Product Growth vs. Consumer Confidence/ Expectation Indices (graph) Total Retail Sales (graph) Retail Sales--Grocery Stores (graph) Retail Sales Food Services & Drinking Places (graph) Retail Sales--Drug and Proprietary Stores (graph) Retail Sales Beer, Wine and Liquor Stores (graph) Retail Sales Warehouse Clubs and Superstores (graph) Retail Sales Drinking Places (graph) Real Personal Consumption Expenditures by Major Type of Product (table) Selected Personal Consumption Expenditures (graph) Personal Consumption Expenditures Alcoholic Beverages Purchased for Off-Premise Consumption (graph) Personal Consumption Expenditures Beer & Ale, at Home (graph) Personal Consumption Expenditures Wine & Brandy, at Home (graph) Personal Consumption Expenditures Distilled Spirits, at Home (graph) Mexican Foreign Exchange Rate (graph) Canadian Foreign Exchange Rate (graph) Economic & Monetary Union Exchange Rate (graph) U.K. Foreign Exchange Rate (graph) Total Estimated Arrests, United States, (graph) Alcoholic Beverage Federal Excise Tax Collections by Category/Origin (table) Acquisitions of U.S. Beer Companies, (table)...30 CHAPTER II 2-1 Alcoholic Beverage Consumption by Category (table) Share of Market--Alcoholic Beverage Consumption by Category (table) Adult Per-Capita Alcoholic Beverage Consumption by Category (table) U.S. Beer Consumption, (table) U.S. Beer Consumption, (graph) U.S. Beer Market by Origin (table) Beer Growth Rates by Origin (table)...39 vi

5 2-8 Share of U.S. Beer Market by Origin (table) Domestic Beer Shipments by Month (graph) Domestic Beer--Quarterly Trends (graph) Domestic Beer Trend 12 Month Moving Total (graph) Domestic Draft Beer Shipments (graph) Draft Beer Shipments by Origin (table) Growth Rates of Draft Beer Shipments by Origin (table) Draft Beer by Origin--Share of Market (table) Imported Beer Shipments by Month (graph) Imported Beer--Quarterly Trends (graph) Imported Beer Trend 12 Month Moving Total (graph) Leading Country Imported Beer Trend - 12 Month Moving Total (graph) Top 10 Imported Beer Countries (table) Share of Market--Top 10 Imported Beer Countries (table) Growth Rates of the Top 10 Imported Beer Countries (table) Imported Beer Entering U.S. Distribution Channels by Type of Container (table) Imported Beer Entering U.S. Distribution Channels - Share by Type of Container (table) Bottled/Canned Beer Imports Entering U.S. Distribution Channels by Country of Origin (table) Growth Rates of Bottled/Canned Beer Imports Entering U.S. Distribution Channels by Country of Origin (table) Bottled/Canned Beer Imports--- Share of Country s Total Shipments to the U.S. (table) Draft Beer Imports Entering U.S. Distribution Channels by Country of Origin (table) Share of Market - Draft Beer Imports Entering U.S. Distribution Channels by Country of Origin (table) Growth Rates of Draft Beer Imports Entering U.S. Distribution Channels by Country of Origin (table) Imported Draft Beer Shipments (graph) Non-Alcoholic Brews by Origin (table) Share of Market - Non-Alcoholic Brews by Origin (table) Commercial Exports of U.S. Beer by Country of Destination (table) Share of Market - Commercial Exports of U.S. Beer by Country of Destination (table)...61 CHAPTER III 3-1 Beer Shipments by Region/Division (table) Share of Market--Beer Shipments by Region/Division (table) Beer Shipments by Division/State (table) Share of Market--Beer Shipments by Division/State (table) Beer Shipments Ranked by State (table) Total Apparent Beer Consumption by Division/State (table) Total Beer Apparent Consumption (map) Total Beer Per-Capita Consumption (map) Apparent Beer Consumption by Segment/Division/State (table) Apparent Beer Consumption by Segment/Division/State (table) Share of Segment by Division/State (table) Segment Share of State (table) Per-Capita Consumption by Segment/Division/State (table) Per-Capita Consumption Development Index by Segment/Division/State (table)...92 vii

6 Apparent Sub-Premium Beer Consumption by Division/State (table) Sub-Premium Beer Apparent Consumption (map) Sub-Premium Beer Per-Capita Consumption (map) Apparent Premium Beer Consumption by Division/State (table) Premium Beer Apparent Consumption (map) Premium Beer Per-Capita Consumption (map) Apparent Super-Premium Beer Consumption by Division/State (table) Super-Premium Beer Apparent Consumption (map) Super-Premium Beer Per-Capita Consumption (map) Apparent Light Beer Consumption by Division/State (table) Light Beer Apparent Consumption (map) Light Beer Per-Capita Consumption (map) Apparent Malt Liquor Consumption by Division/State (table) Apparent Malt Liquor Consumption (map) Malt Liquor Per-Capita Consumption (map) Apparent Ice Beer Consumption by Division/State (table) Ice Beer Apparent Consumption (map) Ice Beer Per-Capita Consumption (map) Apparent Specialty Beer Consumption by Division/State (table) Specialty Beer Apparent Consumption (map) Specialty Beer Per-Capita Consumption (map) Total Apparent Domestic Beer Consumption by Division/State (table) Total Domestic Beer Apparent Consumption (map) Total Domestic Beer Per-Capita Consumption (map) Total Apparent Imported Beer Consumption by Division/State (table) Imported Beer Apparent Consumption (map) Imported Beer Per-Capita Consumption (map) Apparent Imported Beer Consumption by Division/State, (table) Imported Beer Consumption Percent Change (map) Apparent Non-Alcoholic Beer Consumption by Division/State (table) Non-Alcoholic Beer Apparent Consumption (map) Non-Alcoholic Beer Per-Capita Consumption (map) CHAPTER IV 4-1 Leading Beer Marketers Actual U.S. Sales Volume (table) Share of Market-Leading Beer Marketers Actual U.S. Sales Volume (table) Total Beer Shipments Top Three Brewers, Pro-Forma (graph) Total Beer Shipments Other Brewers (graph) Top Five Beer Importers, Pro-Forma (graph) Leading Beer Marketers U.S. Sales Volume-Pro Forma Basis (table) Share of Market-Leading Beer Marketers U.S. Sales Volume-Pro FormaBasis (table) Leading Brewer Profiles by Segment, Pro Forma (table) Leading Brewers Share of Total Company Volume by Segment (table) Leading Brewers Share by Segment (table) Anheuser-Busch InBev s Light Beer Volume vs. Total MillerCoors Volume, Pro Forma (graph) Light Beer s Emerging Role in Anheuser-Busch InBev s Portfolio, Pro Forma (graph) Leading Brewers Shipments by Division/State (table) viii

7 4-14 Leading Brewers Share of Division/State (table) Leading Brewers Share of Total U.S. by Division/State (table) Leading Brewers Share by Region (pie charts) Leading Brewer Shipments-Top 15 States (table) Leading Brewer Share of Top 15 States (table) Leading Brewer Share of Total Beer-Top 15 States (table) Anheuser-Busch InBev State Market Share (map) MillerCoors State Market Share (map) Selected Contract/Microbrewery/Regional Breweries Sales Volume (table) Leading Imported Beer Marketers - Pro Forma (table) Share of Market, Pro Forma - Leading Imported Beer Marketers (table) Leading Importers Profile by Segment - Pro Forma (table) Leading Importers Share by Segment (table) CHAPTER V 5-1 U. S. Beer Consumption by Segment (table) Share of U.S. Beer Consumption by Segment (table) Domestic Beer Volume by Segment (graph) Imported Beer Volume by Segment (graph) U.S. Beer Market Analysis (table) Specialty Beer Market by Origin (table) Specialty Beer Market by Origin - Share of Total Beer (table) Beer Brand Recap by Segment (table) Selected Brewer/Importer Leading Brand Dependence, 2011 (graph) Anheuser-Busch InBev - Leading Brands, Pro Forma (table) MillerCoors - Leading Brands, Pro Forma (table) Pabst Brewing Co. - Leading Brands, Pro Forma (table) Crown Imports - Leading Brand Depletions, Pro Forma (table) Heineken USA, Inc. - Leading Brand Depletions, Pro Forma (table) North American Breweries - Leading Brand Depletions, Pro Forma (table) Diageo-Guinness USA - Leading Brand Depletions (table) Top 50 Beer Brands (table) Share of Market - Top 50 Beer Brands (table) Top 25 Brands Momentum Analysis, (table) Top 25 Domestic Beer Brands (graph) Domestic Beer Annual Volume Change by Segment (graph) Imported Beer Annual Volume Change by Segment (graph) Leading Domestic Brand Volume Changes (table) Leading Domestic Sub-Premium Priced Beer Brands (table) Share of Market--Leading Domestic Sub-Premium Priced Beer Brands (table) Leading Domestic Premium Priced Beer Brands (table) Share of Market--Leading Domestic Premium Priced Beer Brands (table) Leading Domestic Super-Premium Priced Beer Brands (table) Share of Market--Leading Domestic Super-Premium Priced Beer Brands (table) Leading Domestic Light Beer Brands (table) Share of Market--Leading Domestic Light Beer Brands (table) Anheuser-Busch InBev s Light Beer Brand Share (pie charts) Leading Domestic Malt Liquor Brands (table) ix

8 5-34 Share of Market--Leading Domestic Malt Liquor Brands (table) Leading Domestic Ice Beer Brands (table) Share of Market Leading Domestic Ice Beer Brands (table) Selected Traditional Domestic Specialty Beer Brand Sales Volume (table) Leading Non-Traditional Domestic Specialty Beer Brands (table) Top 10 Beer Brand Families (table) Share of Market Top 10 Beer Brand Families (table) Top 10 Beer Families by Brand (table) Share of Total Beer Market--Top 10 Beer Families by Brand (table) Leading Brewers Domestic New Product Introductions by Segment, (table) Leading Brewers Domestic New Products, , Share of Introductions by Segment (table) Leading U.S. Brewers Domestic New Product Introductions Since 1980 (table) Leading U.S. Brewer Selected Domestic New Products Since 1980 (graph) Selected Domestic New Product Introductions by Leading U.S. Brewers Since 1980 (table) Share of Total U. S. Beer Market--Selected Domestic New Products (table) Anheuser-Busch InBev - Number of Domestic Beer Brands Distributed (graph) U.S. Imported Beer Market by Segment (table) U.S. Imported Beer Market by Segment - Share of Market (table) Top 100 Imported Beer Brands (table) Share of Market - Top 100 Imported Beer Brands (table) Top 25 Imported Beer Brands (graph) Top 20 Imported Beer Growth Brands Ranked by Volume Change, (table) Top 100 Imported Beer Brand Momentum, (graph) Top 100 Imported Beer Brands by Type (table) Top 100 Imported Beer Brands-Share by Type (table) Top 100 Imported Beer Brands by Segment (table) Top 100 Imported Beer Brands-Share by Segment (table) Leading Imported Sub-Premium Priced Beer Brands (table) Share of Market - Leading Imported Sub-Premium Priced Beer Brands (table) Leading Imported Premium Priced Beer Brands (table) Share of Market - Leading Imported Premium Priced Beer Brands (table) Leading Imported Super-Premium Priced Beer Brands (table) Share of Market - Leading Imported Super-Premium Priced Beer Brands (table) Leading Imported Light Beer Brands (table) Share of Market - Leading Imported Light Beer Brands (table) Leading Imported Malt Liquor Brands (table) Share of Market - Leading Imported Malt Liquor Brands (table) Leading Imported Ice Beer Brands (table) Share of Market - Leading Imported Ice Beer Brands (table) Leading Imported Dry Beer Brands (table) Share of Market - Leading Imported Dry Beer Brands (table) U.S. Imported Beer Market by Color/Type (table) Leading Imported Lager Brands by Color (table) Leading Imported Ale Brands by Color (table) Leading Imported Stout Brands (table) Leading Imported Wheat Brands by Color (table) Mexico-Leading Imported Beer Brands (table) Netherlands-Leading Imported Beer Brands (table) x

9 5-82 Canada-Leading Imported Beer Brands (table) Germany-Leading Imported Beer Brands (table) Ireland-Leading Imported Beer Brands (table) United Kingdom-Leading Imported Beer Brands (table) Leading Non-Alcoholic Brews (table) Share of Market - Leading Non-Alcoholic Brews (table) CHAPTER VI 6-1 Alcoholic Beverage Consumer Purchases by Category (table) Alcoholic Beverage Consumer Price Index by Category (table) U.S. Alcoholic Beverage Market--Estimated Retail Sales (table) U. S. Beer Market Price/Growth Analysis by Segment, (table) U. S. Beer Market Price/Growth Analysis by Segment, (graph) Share of U. S. Beer Market by Segment - Volume vs. Retail Sales (pie charts) Top 25 Beer Brands Ranked by Retail Sales (table) Top 10 Beer Brands by Retail Sales, (table) U. S. Beer Market Price/Growth Analysis by Segment, (table) U. S. Beer Market Price/Growth Analysis by Segment, (graph) Selected Domestic Beer Brands Price/Growth Analysis, (table) Leading Domestic Beer Brands Price/Growth Analysis, (graph) Selected Domestic Beer Brands Price/Growth Analysis, (table) Selected Domestic Beer Brands Price/Growth Analysis, (graph) Selected Imported Beer Brands Price/Growth Analysis, (table) Selected Imported Beer Brands Price/Growth Analysis, (graph) Selected Imported Beer Brands Price/Growth Analysis, (table) Selected Imported Beer Brands Price/Growth Analysis, (graph) Top 10 Brewers/Importers in Food, Drug and Convenience Stores (table) Top 25 Beer Brands in Food, Drug and Convenience Stores (table) Top 25 Beer Brands Merchandising in Food Stores (table) Leading Beer Markets by Dollar Sales in Food Stores (table) Top 25 Beer Brands Major Market Prices in Food Stores (table) Leading Domestic Sub-Premium Beer Brands in Food, Drug and Convenience Stores (table) Leading Domestic Premium Beer Brands in Food, Drug and Convenience Stores (table) Leading Domestic Super-Premium Beer Brands in Food, Drug and Convenience Stores (table) Leading Domestic Light Beer Brands in Food, Drug and Convenience Stores (table) Leading Domestic Malt Liquor Brands in Food, Drug and Convenience Stores (table) Leading Domestic Ice Beer Brands in Food, Drug and Convenience Stores (table) Selected Domestic Specialty Beer Brands in Food, Drug and Convenience Stores (table) Leading Imported Sub-Premium Beer Brands in Food, Drug and Convenience Stores (table) Leading Imported Premium Beer Brands in Food, Drug and Convenience Stores (table) Leading Imported Super-Premium Beer Brands in Food, Drug and Convenience Stores (table) Leading Imported Light Beer Brands in Food, Drug and Convenience Stores (table) xi

10 CHAPTER VII Beer Media Recap - Dollar Change vs. Previous Year (table) Alcoholic Beverage Media Advertising Expenditures, (graph) Alcoholic Beverage Media Advertising Expenditures by Category (table) Alcoholic Beverage Per-Gallon Media Advertising by Category (table) Share of Alcoholic Beverage Media Advertising Expenditures by Category (graph) Beer Advertising Expenditures by Medium (table) Share of Beer Advertising Expenditures by Medium (table) Top 10 Beer Media Advertiser (table) Top 5 Beer Television Advertisers (table) Leading Brewer Advertising Profiles by Segment - Pro Forma (table) Leading Brewers Share of Total Company Advertising by Segment (table) Leading Brewers Share of Advertising by Segment (table) Leading Brewers Per-Barrel Advertising by Segment (table) Beer Media Advertising Expenditures by Segment (table) Share of Beer Media Advertising Expenditures by Segment (table) Per-Barrel Beer Media Advertising by Segment (table) Domestic Beer Per-Barrel Media Advertising (graph) Imported Beer Per-Barrel Media Advertising (graph) Beer Media Advertising Expenditures by Origin (table) Share of Beer Media Advertising Expenditures by Origin (table) Per-Barrel/Case Beer Media Advertising Expenditures by Origin (table) Number of Alcoholic Beverage Brands Advertised by Category (table) Number of Beer Brands Advertised by Origin (graph) Top 25 Beer Brand Media Advertisers (table) Leading Domestic Beer Brand Media Advertisers (graph) Top 20 Domestic Beer Brand Media Advertisers (table) Top 20 Domestic Beer Brand Advertisers - Share of Media Advertising Expenditures (table) Top 10 Advertised Domestic Beer Brands Per-Barrel/Case Media Expenditures (table) Imported Beer Media Advertising Expenditures by Country of Origin (table) Share of Imported Beer Media Advertising Expenditures by Country of Origin (table) Leading Imported Beer Brand Media Advertisers (graph) Top 20 Imported Beer Brand Media Advertisers (table) Top 20 Imported Beer Brand Advertisers - Share of Imported Media Advertising Expenditures (table) Top 10 Advertised Imported Beer Brands Per-Barrel/Case Media Expenditures (table) Top 15 Domestic Beer Brand T.V. Advertisers (table) Top 15 Domestic Beer Brand T.V. Advertisers - Share of 2011 Expenditures by Medium (table) Top 10 Imported Beer Brand T.V. Advertisers (table) Top 10 Imported Beer Brand T.V. Advertisers - Share of 2011 Expenditures by Medium (table) CHAPTER VIII 8-1 The 2011 Gallup Poll--Drinker Profile (table) Share of Average Annual Consumer Expenditures by Item (table) Share of Average Annual Consumer Expenditures by Age Group (table) xii

11 Share of Average Annual Consumer Expenditures by Geographic Region and Type of Area (table) Index of Income vs. Alcoholic Beverage Expenditures by City/Region, (graph) Alcoholic Beverage Expenditures Share by Age Group (graph) Alcoholic Beverage Expenditures Share by Income Group, 2010 (pie chart) Alcoholic Beverage Expenditures Share by Occupation, 2010 (pie chart) Percentage of All Beer Drinkers by Gender (table) Percentage of All Beer Drinkers by Age Group (table) Percentage of all Beer Drinkers by Household Income (table) Percentage of All Beer Drinkers by Race and Hispanic Origin (table) Domestic Beer Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) Domestic Beer Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of Domestic Beer Brand Drinkers: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of Domestic Beer Brand Drinkers: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Light Beer Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) Light Beer Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of Light Beer Brand Drinkers: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of Light Beer Brand Drinkers: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Malt Liquor Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) Malt Liquor Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of Malt Liquor Brand Drinkers: Share of Gender, Age Group Household Income, Race and Hispanic Origin (table) Percentage of Malt Liquor Brand Drinkers: Share by Gender, Age Group Household Income, Race and Hispanic Origin (table) Specialty Beer Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) Specialty Beer Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of Specialty Beer Brand Drinkers: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of Specialty Beer Brand Drinkers: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Imported Beer Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) Imported Beer Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of Imported Beer Brand Drinkers: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) xiii

12 Percentage of Imported Beer Brand Drinkers: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) No Alcohol/Low Alcohol Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) No Alcohol/Low Alcohol Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) No Alcohol/Low Alcohol Beer Brand Drinkers: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) No Alcohol/Low Alcohol Beer Brand Drinkers: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) U.S. Population Trends by Age Group (table) CHAPTER IX 9-1 Alcoholic Beverage Consumption Trends by Category, E (table) Alcoholic Beverage Per-Capita Consumption Trends & Projections (graph) Alcoholic Beverage Consumption Trends & Projections (graph) Alcoholic Beverage Consumption Trends by Category, E Volume vs. Number of Servings (table) Alcoholic Beverage Per-Capita Trends & Projections, Servings vs Gallons (graph) Adult Per-Capita Alcoholic Beverage Servings by Category, E (graph) E Annual Beer Volume Change (graph) Beer Projections by Segment (table) Share of Market - Beer Projections by Segment (table) Projected Beer Growth Rates by Segment (table) Adult Per-Capita Beer Consumption Projections by Segment (table) Leading Brand Projections (table) Share of Market - Leading Beer Brand Projections (table) Top 10 Beer Brand Projections, E (table) Top 10 Beer Brand Projections - Share of Market (table) Budweiser Family Projections (graph) Bud Light Projections (graph) Coors Light Projections (graph) Budweiser Projections (graph) Miller Lite Projections (graph) Natural Light Projections graph) Corona Extra Projections (graph) Busch Light Projections (graph) Busch Projections (graph) Miller High Life Projections (graph) Keystone Light Projections (graph) Major Domestic Sub-Premium Beer Brand Projections (table) Major Domestic Sub-Premium Beer Brand Projections - Share of Market (table) Major Domestic Premium-Priced Beer Brand Projections (table) Major Domestic Premium-Priced Beer Brand Projections - Share of Market (table) Major Domestic Super-Premium-Priced Beer Brand Projections (table) Major Domestic Super-Premium-Priced Beer Brand Projections - Share of Market (table) Major Domestic Light Beer Brand Projections (table) Major Domestic Light Beer Brand Projections - Share of Market (table) xiv

13 9-35 Major Domestic Malt Liquor Brand Projections (table) Major Domestic Malt Liquor Brand Projections - Share of Market (table) Major Domestic Ice Beer Brand Projections (table) Major Domestic Ice Beer Brand Projections - Share of Market (table) Major Domestic Specialty Brand Projections (table) Major Domestic Specialty Brand Projections - Share of Market (table) Major Imported Beer Brand Projections (table) Major Imported Beer Brand Projections - Share of Market (table) Major Domestic Non-Alcoholic Brew Brand Projections (table) Major Domestic Non-Alcoholic Brew Brand Projections - Share of Market (table) CHAPTER X 10-1 Beer Consumption - Top 15 Countries (table) Per-Capita Beer Consumption in the Top 10 Markets by Volume (graph) Per-Capita Beer Consumption in the Top 15 Countries by Volume (table) World s Top 15 Brewers, Pro-Forma (table) World s Top Five Beer Marketers (graph) World s Top 15 Beer Brand Lines (table) CHAPTER XI 11-1 Leading Ready-to-Drink Flavored Alcoholic Beverages (table) Leading Ready-to-Drink Flavored Alcoholic Beverages - Share of Market (table) Selected Ready-to-Drink Flavored Alcoholic Beverages (graph) Major Discontinued Ready-to-Drink Flavored Alcoholic Beverage Brands (graph) Leading Ready-to-Drink Flavored Alcoholic Beverages Consumer Expenditures at Retail (table) Top 15 RTD Brands in Food, Drug and Convenience Stores (table) Leading Ready-to Drink Flavored Alcoholic Beverages Food Store Prices in Major Markets (table) Ready-to-Drink Flavored Alcoholic Beverage Advertising Expenditures by Medium (table) Share of Ready-to-Drink Flavored Alcoholic Beverage Advertising Expenditures by Medium (table) Top Five Ready-to-Drink Flavored Alcoholic Beverage Media Advertisers (table) Top Five Ready-to-Drink Flavored Alcoholic Beverages - Share of Total Media Advertising (table) Top Five Ready-to-Drink Flavored Alcoholic Beverages, Per-Case Media Advertising (table) RTD Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) RTD Drinkers - Frequency of Drinks Consumed in Last Thirty Days: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of RTD Brand Drinkers: Share of Gender, Age Group, Household Income, Race and Hispanic Origin (table) Percentage of RTD Brand Drinkers: Share by Gender, Age Group, Household Income, Race and Hispanic Origin (table) Ready-to-Drink Flavored Alcoholic Beverage Trends, (table) xv

14 11-18 Ready-to-Drink Flavored Alcoholic Beverage Growth Rates, (table) Adult Per-Capita Ready-to-Drink Alcoholic Beverage Consumption, (table) Ready-to-Drink Flavored Alcoholic Beverage Projections (graph) CHAPTER XII 12-1 U.S. Cider Market by Origin (table) Share of U.S. Cider Market by Origin (table) U.S. Cider Depletions by Origin (graph) Top 10 Cider Brands (table) Share of Market Top 10 Cider Brands (table) Leading Cider Brands by Origin (table) Top 10 Cider Brands Consumer Expenditures at Retail (table) Top 10 Cider Brands in Supermarkets (table) U.S. Cider Market Projections (graph) U.S. Cider Market, (table) xvi