Winter 2009 > News > Summer 2008

Summer 2008 Highlights: Bud Light Lime's Brand Effects
Home D Market's Uniqueness Clearly Demonstrated

October 15, 2008 - For the quarter ending August 31, Heineken Premium Light has continued its climb within the NY Home D retail market and for the first time sits comfortably within the overall top 10 brands. And despite its continued losses in case share, Heineken has maintained its no. 5 position.

Changing our focus to Anhueser-Busch, the Bud Light Lime campaign proved a huge success in this market, similar to its national success. It has created a halo effect for Bud Light which showed unusually high case share gains, while at the same time appearing to cannibalize Bud's market share.

A review of craft beer in the NY Home D retail market shows Sam Adams having a healthy summer which may be related to a substantial decrease in average case share price. Meanwhile, Sierra Nevada, the perennial no. 2 craft beer in this market, continued its downward trend and now sits firmly entrenched in the no. 4 craft beer position.

As direct proof of the uniqueness of the Home D market, Beverage World recently reported Miller Lite posted a 3.6% decline in national sales for the quarter ending September 30. In the NY Home D market Miller Lite had sales increase of 36% - one of its best quarters ever and in direct opposition with national results.

Consolidations, mergers, and new product introductions - a changing landscape is still brewing.

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