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Trends of 2007
January 25, 2008 – We thought it would be interesting
to re-visit some of the short term trends we noted in the New York Home
D Retail market throughout 2007 and see if those trends were evident in
the final 2007 YTD numbers.
Coors Light maintained its almost 2:1 share over Bud Light despite some
periods during 2007 where it appeared it was losing share. Coors Light
also happened to be the biggest winner of 2007 by increasing case share
by 1.46. No other brew came close to that increase as the next largest
increase was .858 as realized by Bud Light.
During 2007, we noted that Heineken Premium Light’s (HPL) case share
increase may be at a cost to Heineken and Amstel Light. While the spin
is HPL has been a huge benefit for all of Heineken, the numbers show the
net case share increase for HPL, Heineken and Amstel light combined is
.02 for 2007.
Craft beer sales were up taking in 5.4% of the total sales share.
Interestingly, only 7 of the top 25 craft beers managed to increase case
share. And Sam Adams, the #1 craft beer, took the #1 spot for case share
losses with its .195 loss. Saranac which has had case share losses all
year long managed a spot within the top 5.
We see a lot of red when looking at Imports for 2007. In fact, the top four
brews had significant case and sales share losses. It’s not until we
get to the usual brews like HPL, Modelo and Molson Golden that we see
case and sales share gains.
Stay tuned for more Home D Retail market news throughout the year.
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