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
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.