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2 TABLE OF CONTENTS 1. The US Alcoholic Beverages Market Introduction 1.1. Government Regulations 2. The US Alcoholic Beverages Market Size By Revenue and Volume, The US Alcoholic Beverages Market Segmentation 3.1. By Product (Beer, Spirits and Wine), By On-Premise and Off-Premise Consumption, The US Beer Market Introduction 4.1. The US Beer Market Size By Revenue and Volume, The US Beer Market Segmentation By On-Premise & Off-Premise Consumption, By Types of Beer, By Package Mix (Can, Bottles, Draught Beer and Others), By Geography: Top Ten Beer Consuming States, The US Beer Market Competitive Landscape Market Share of Major Players in the US Beer Market, Market Share of Major Beer Brands in the US, The US Beer Market Trends and Developments Growing Flavored Beer Products and Craft Beer Market Emerging Market of Cider Beer Adoption of Innovative Packaging Consolidations Leading to Market Concentration A Shift from On-Premise to Off-Premise Beer Consumption Health Conscious Consumers Preferring Light Beer 4.5. The US Beer Market Future Outlook and Projections, The US Beer Market Company Profiles 2

3 Anheuser-Busch InBev Business Overview Business Strategies Focusing On Consumers Focus on Production Efficiency Focus on Expansion in Emerging Markets Financial Performance MillerCoors Business Overview Business Strategies Focus on the Light Beer Category Expanding Company s Position in Above Premium Category Expanding the Distribution Channel of the Company Financial Performance Heineken USA Business Overview Business Strategies Continued Focus on Premium segment Enhancing the Brand Portfolio Tapping the Opportunities in Emerging Markets Through Inorganic Growth Financial Performance 5. The US Spirits Market Introduction 5.1. The US Spirits Market Size By Revenue and Volume, The US Spirits Market Segmentation By Product: Whiskey, Vodka, Rum, Cordials & Liqueurs and Other Spirits, The US Vodka Market Introduction and Size,

4 Market Share of Top 10 Selling Vodka Brands The US Whiskey Market Introduction and Size, The US Whiskey Market Segmentation By Type of Whisky, The US Rum Market Size, Market Share of Top 10 Selling Rum Brands, The US Cordials And Liqueurs Market Introduction and Size, Market Share of Top Ten Cordials & Liqueurs Selling Brands, The US Other Spirits (Tequila, Brandy and Cognac, Gin and Cocktail) Market Size, The US Other Spirits Market Segmentation By Tequila, Brandy & Cognac, Gin and Cocktails By Geography: Top Ten Spirits Consuming States, By Product Price Category, Market Share of Major Spirits Brands in the US, The US Spirits Market Trends and Developments Flavored Spirits Driving the Market The Trend of Trading Up Companies Targeting Off-Premise Consumers Mounting Health Consciousness Augmenting Marketing Activities Innovation in Packages 5.5. The US Spirits Market Future Outlook and Projections, The US Spirits Market Company Profiles 6. The US Wine Market Introduction 6.1. The US Wine Market size By Revenue and Volume, The US Wine Market Segmentation By Product: Table Wine, Dessert Wine and Champagne,

5 By Geography: Top Ten Wine Consuming States, The US Wine Market Competitive Landscape Market Share of Major Wineries in the US, Market Share of Major Wine Brands in the US, The US Wine Market Trends and Developments Emerging Trend of Boxed Wine And Polyethylene Terephthalate Bottles Increasing Popularity of Wines Among Hispanics Trading Down From a luxury to Every Man s Drink 6.5. The US Wine Market Future Outlook and Projections, The US Wine Market Company Profiles 7. Imports of Alcoholic Beverages in the US, Exports of Alcoholic Beverages from the US, The US Alcoholic Beverages Market Trends and Developments A Surge in Demand For Flavored Alcoholic Beverages Innovative Packaging Consolidation in the Market Shift in Consumption from On-Premise to Off-Premise Low Calories and Low Alcoholic Content Drinks Being Preferred Trading up Trend in Spirits and Trading Down Trend in Beer and Wine Market 10. The US Alcoholic Beverages Market Future Outlook and Projections, The US Alcoholic Beveregaes Market Cause and Effect Relationship 11. Macro Economic and Industry Factors: Historicals and Projections Material Input for Alcoholic Beverage Production, Population of 21 Years and Above in the US, Number of Wineries and Breweries in the US,

6 11.4. Personal Disposable Income, Appendix Market Definitions Abbreviations Research Methodology Data Collection Methods Approach Variables (Dependent and Independent) Final Conclusion Disclaimer 6

7 LIST OF FIGURES Figure 1: The US Alcoholic Beverage Market Size on the Bases of Revenues in USD Billion and Volume in Million Gallons, Figure 2: The US Alcoholic Beverage Market Segmentation on the Basis of Revenues from Beer, Spirits and Wine in Percentage, Figure 3: The US Alcoholic Beverages Market Segmentation on the Basis of Revenues from On- Premise and Off-Premise Sales in Percentage, Figure 4: The US Beer Market Size on the Basis of Revenue in USD Billion, Figure 5: The US Beer Market Segmentation on the Basis of Revenues from On-Premise and Off-Premise Sales in USD Billion in Percentage, Figure 6: The US Beer Market Segmentation on the Basis of Volume Sales of Light, Imported and Other Beers in Million Gallons in Percentage, 2012 Figure 7: The US Beer Market Segmentation on the Basis of Volume Sales of Cans, Bottles, Draught Beer and Others in Percentage, Figure 8: Market Share of Major Players in the US Beer Market on the Basis of Revenue in Percentage, 2012 Figure 9: The US Beer Market Future Projections on the Basis of Revenues in USD Billion, Figure 10: AB-InBev s Revenues from Beer Sales in North America in USD Billion, Figure 11: MillerCoors Revenues from Beer Sales in the US in USD Billion, Figure 12: Heineken s Revenues from Beer Sales in Americas in USD Billion, Figure 13: US Spirits Market Size on the Basis of Revenues in USD Billion and Sales Volume in Million Gallons, Figure 14: The US Spirits Market Segmentation on the Basis of Revenues from Whiskey, Vodka, Cordials & Liqueurs, Rum and Other Spirits in Percentage, Figure 15 : US Vodka Market Size On the Basis of Revenue in USD Billion and Volume Sales in Million Gallons, Figure 16: Market Share of Top 10 Brands in the US Vodka Market on the Basis of Sales in Million Cases in Percentage,

8 Figure 17: The US Whiskey Market Size on the Basis of Revenue in USD Billion and Sales Volume in Million Gallons, Figure 18: The US Whiskey Market Segmentation on the Basis of Revenue from Bourbon, Canadian, Scotch-Blended, Scotch-Single Malt, Irish and Blended Whisky in Percentage, Figure 19: The US Rum Market Size on the Basis of Revenue in USD Billion and Sales Volume in Million Gallons, Figure 20: Market Shares of Top 10 Brands on the Basis of Volume Sales in the US Rum Market in Percentage, 2012 Figure 21: The US Cordials and Liqueurs Market Size on the Basis of Revenue in USD Billion, Figure 22: The US Other Spirits Market Size on the Basis of Revenue in USD Billion, Figure 23: The US Other Spirits Market Segmentation by Tequila, Brandy & Cognac, Gin and Cocktails on the Basis of Revenue in Percentage, Figure 24: The US Spirits Market Segmentation on the Basis of Volume Sales from Super Premium, High-End Premium, Premium and Value Spirits in Percentage, Figure 25: The US Spirits Market Future Projections on the Basis of Revenues in USD Billion, Figure 26: The US Wine Market Size on the Bases of Revenues in USD Billion and Sales Volume in Million Gallons, Figure 27: The US Wine Market Segmentation on the Basis of Volume Sales from Table Wine, Dessert Wine and Champagne in Percentage, Figure 28 : Market Share of Major Wine Companies in the US on the Basis of Revenue in Percentage, 2012 Figure 29: The US Wine Market Future Projections on the Basis of Revenues in USD Billion, Figure 30: The US Alcoholic beverages Market Future Projections on the Basis of Revenues in USD Billion, Figure 31: Material Input for Alcoholic Beverages Production in Million Pounds, Figure 32: Population of 21 years and above in the US in Million,

9 Figure 33: Number of Wineries and Breweries in the US in Million, Figure 34: Personal Disposable Income in the US in USD Million,

10 LIST OF TABLES Table 1: The US Alcoholic Beverages Market Segmentation on the Basis of Revenues from On- Premise and Off-Premise Sales in USD Billion, Table 2: The US Beer Market Segmentation on the Basis of Volume Sales of Cans, Bottles, Draught Beer and Others in Million Gallons, Table 3: The US Beer Market Segmentation on the Basis of Sales in Top Ten Beer Consuming States in Million Gallons, Table 4: Market Share of Major Beer Brands in the US in terms of Volume Sales in Percentage, Table 5: Market Share of Major Beer Brands in the US in terms of Sales in Million Gallons, Table 6: List of Popular Beer Brands Offered by AB-InBev Table 7: List of Popular Beer Brands Offered by MillerCoors Table 8: List of Popular Beer Brands Offered by Heineken. Table 9: The US Spirits Market Segmentation on the Basis of Revenues from Whiskey, Vodka, Cordials & Liqueurs, Rum and Other Spirits in USD Billion, Table 10: The US Whiskey Market Segmentation on the Basis of Revenue from Bourbon, Canadian, Scotch-Blended, Scotch-Single Malt, Irish and Blended Whisky in USD Billion, Table 11: Market Share and Volume Sales of Top 10 Brands in the US Cordial and Liqueurs Market in Percentage and in Million Cases Respectively, 2012 Table 12: The US Other Spirits Market Segmentation by Tequila, Brandy & Cognac, Gin and Cocktails on the Basis of Revenue in USD Billion, Table 13: The US Spirits Market Segmentation on the Basis of Sales in Top Ten Spirits Consuming States in Million Gallons, Table 14: The US Spirits Market Segmentation on the Basis of Volume Sales from Super Premium, High-End Premium, Premium and Value Spirits in Million Gallons, Table 15: Market Share of Top 10 Brands in the US Spirits Market on the Basis of Volume Sales in Percentage, 2012 Table 16: Company Profile of Major Players (Diageo, Beam Inc, Pernod Ricard, Bacardi) in the US Spirits Market 10

11 Table 17: The US Wine Market Segmentation on the Basis of Volume Sales from Table Wine, Dessert Wine and Champagne in Million Gallons, Table 18: The US Wine Market Segmentation on the Basis of Sales in Top Ten Wine Consuming States in Million Gallons, Table 19 : Market Share of Major Domestic Wine Brands in the US on the Basis of Volume Sales in Million Gallons and in Percentage, 2012 Table 20: The US Imported Wine Market Brand Share on the Basis of Volume Sales in Million Gallons and in Percentage, 2012 Table 21: Company Profile of Major Players (E&J Gallo Winery, Constellation Brands, Trinchero Family Estates, The Wine Group) in the US Wine Market Table 22: Imports of Alcoholic Beverages in the US from Different Destinations on the Basis of Revenue in USD Million, Table 23: Exports of Alcoholic Beverages from the US to Different Destinations on the Basis of Revenue in USD Million, Table 24: Cause and Effect Relationship Analysis between Industry Factors and Expected Alcoholic Beverages Market Prospects Table 25: Correlation Matrix of the US Alcoholic Beverages Market Table 26: Regression Coefficients Output 11

12 THE US ALCOHOLIC BEVERAGES MARKET SIZE BY REVENUE AND VOLUME, On the basis of volume, the market grew from ~ million gallons in 2011 to ~ million gallons in 2012, with a growth rate of ~%. Major factors that contributed to the growth of the market in 2012 were the new brand launches and modernization of advertising pertaining to alcoholic beverages by various companies. A total of ~ new brands of beer, spirits and wine were launched in 2012 The market for alcoholic beverages declined from USD ~ billion in 2008 to USD ~ billion in 2009, growing negatively at a rate of 0.6%. A decline of 1% in volume terms was also witnessed, with the total consumption volume amounting to ~ million gallons in This decline was primarily influenced by the economic recession that hit the US in This led to a trend of trading down in the alcoholic beverage market as consumers started to demand sub-premium categories of alcohol, and shifted from on-premise to off-premise drinking in order to save money Figure: The US Alcoholic Beverage Market Size on the Bases of Revenues in USD Billion and Volume Sales in Million Gallons, , , , ,000.0 USD Billion , , , ,000.0 Million Gallons , , USD Billion Million Gallons 12

13 THE US ALCOHOLIC BEVERAGES MARKET SEGMENTATION BY PRODUCT (BEER, SPIRITS AND WINE), The US alcoholic beverage market primarily compromises of three major categories, namely beers, spirits and wines. All of the aforementioned segments have registered a positive growth in terms of revenues over the period of last six years. However, the beer segment s share in the US alcoholic beverages revenue has witnessed a decline over the period of The share of beer sales slumped from ~% in 2006 to ~% in terms of revenue in This decline has been largely attributed to changing consumer preferences, as more and more people have switched to the consumption of spirits and wines. Both wines and spirits have registered a growth in their respective share during the period of While the spirits market s share has grown from ~% in 2006 to ~% in 2012, the share of the wine market has grown from ~% in 2006 to ~% in 2012, in terms of revenue Figure: The US Alcoholic Beverage Market Segmentation on the Basis of Revenues from Beer, Spirits and Wine in Percentage, Percentage 100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 16.0% 32.4% 51.5% Beer Spirits Wine 13

14 THE US BEER MARKET COMPETITIVE LANDSCAPE BY MAJOR PLAYERS, 2012 The US beer market is a concentrated market with AB-InBev and MillerCoors commanding ~% of the US beer market revenues in AB-InBev led the US beer market with ~% market share, followed by MillerCoors with a market share of ~% in Other players included Grupo Modelo and Heineken, with market shares of ~% and ~% respectively in Major consolidations in the market have led the two currently leading companies to enjoy the biggest pieces of the pie since the last three to four years. There is a non-price rivalry in the market between AB-Inbev and MillerCoors with both the companies using product innovation and differentiation as the key competitive instruments Figure: The US Beer Market Major Players on the Basis of Revenue in Percentage, 2012 AB Inbev Miller Coors Grupo Modelo Heineken Other BY BRANDS,

15 The largest brand in the US beer market in terms of sale in million gallons was Bud Light by AB-InBev, accounting for a market share of ~% in Coors Light by MillerCoors was the second largest brand with and ~% share in These two brands are leading the market majorly due to the fact that US beer market is dominated by the light beer segment. Additionally, both the companies were able to launch flavored beer under the leading brands namely Bud Light Lime by AB-InBev and Miller Chill by MillerCoors which has helped the brand to dominate the US beer market Table: The US Beer Market Brands on the Basis of Volume Sales in Percentage, Brands Bud Light 20.0% Coors Light 8.7% Budweiser Miller Lite Natural Light Corona Extra Busch Light Busch Miller High Life Heineken Others 33.7% 15

16 THE US SPIRITS MARKET SEGMENTATION BY PRODUCT: WHISKEY, VODKA, RUM, CORDIALS & LIQUEURS AND OTHER SPIRITS, The US Spirits market is segmented on the basis of types of spirits. Major spirits in the US include whiskey, vodka, rum, cordials and liqueurs, and other Spirits. Whiskey market has been dominating the US spirits space for the past many years, accounting for a share of ~% in terms of revenue in 2012, having witnessed a CAGR of ~% over the period of The consistent growth of the US whiskey market over the period has been majorly influenced by increasing demand of bourbon (American whiskey) Other spirits segment accounted for a market share of ~% in terms of revenue in the US spirits market in Other spirits market includes four spirits namely tequila, brandy and cognac, gin and cocktail segment. Tequila has been the largest and the fastest growing segment in the US other spirits market over the years Figure: The US Spirits Market Segmentation on the Basis of Revenues from Whiskey, Vodka, Cordials & Liqueurs, Rum and Other Spirits in Percentage, % Percentage 90.0% 80.0% 70.0% 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% 23.7% 28.4% Whiskey Vodka Cordials & Liqueurs Rum Other Spirits 16

17 THE US WINE MARKET SEGMENTATION BY GEOGRAPHY: TOP TEN WINE CONSUMING STATES, California accounted for the highest sales of wine, with ~ million gallons of wine shipped in California hosts the highest number of wineries in the US compared to other states and the excise tax per gallon on wines are as low as USD ~, being the lowest compared to other neighboring states. These have been the major factors contributing to California s dominance in California accounted for the highest sales of wine, with ~ million gallons of wine shipped in 2012 the wine market. Sales of wines in Florida were ~ million gallons, making it the second largest wine consuming state in the US in Owing to a lower excise tax per gallon charged, the value being USD ~, New York was recorded as the third largest wine consuming state in the US Table: The US Wine Market Segmentation on the Basis of Sales in Top Ten Wine Consuming States in Million Gallons, State California Florida New York New Jersey Texas 32.6 Illinois 30.9 Massachusetts Washington 20.9 Virginia Ohio 18.9 Others US Total 17

18 THE US ALCOHOLIC BEVERAGES MARKET FUTURE OUTLOOK AND PROJECTIONS, Revenues from the beer market in the US are expected to continue dominating the alcoholic beverages space in the US. Although the revenue share of beers is likely to post a notable decline as the consumption of wines and spirits increases in the future. The major factor that will drive the consumption of spirits and wines is the inclining disposable incomes in the US, which will in turn contribute to the overall spending on premium alcoholic beverages with the relatively higher alcohol content. While the trading up trend is likely to lead to a surge in the revenues from spirits, the trend of trading down is expected to add more people to an ever-growing base of wine consumers. This will lead to a healthy revenue growth in the wine segment Mounting health preference in the US is likely to have a dual effect on the revenues from alcoholic beverages. While portion of alcohol consumers are expected to quit consumption of hard drinks, switching to other variants such as soft drinks, a major portion of alcohol drinkers are likely to switch to beverages with lower calorie and alcohol content. Owing to this the consumption of beverages such as light beers and others is expected to augment over the next few years. Furthermore, several companies in the alcohol space are expected to focus on marketing such beverages, providing an added impetus to the alcohol sales in the future Figure: The US Alcoholic beverages Market Future Projections on the Basis of Revenues in USD Billion, USD Billion

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