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Has Corona Finally Put Last Year's Shortage Behind Them?
September 27, 2007 – Looking at the recently ended NY Home D retail
summer season, Corona consistently showed a case share loss; surprising
considering last summer's shortage where Home D's were put on case
allocations from mid-June through September. During the two week period
ending September 8, however, Corona had a case share increase of more
than .32.
So how can the consistent case share loss throughout most of the summer
be explained? Did last year's shortage cause Corona drinkers to switch
brands and not return this year? And what about the recent increase?
Could it be promotion related? With the average price per case varying
by only a nickel, that doesn't seem likely. In any event, a continued
turnaround for Corona would bring it back to its neck 'n' neck position
with Bud Light, and will help Grupo Modelo hold onto its position ahead
of SABMiller in this market.
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Rooting For Underdog
September 27, 2007 – In the previous Home D Retail Market
Insight, we reported on FEMSA's small but steady increase in case
share. And once again, FEMSA did well for the two week period ending
September 8.
Not faring quite as well is Yuengling, which has had small case and
sales share declines throughout the summer season. For the two week
period ending September 8, Yuengling had a sales share loss of more than
.42 - one of its biggest decreases. And while Boston Beer had the
biggest decrease in the entire market for this period at .92,
Yuengling's decrease still represents one of the bigger losses for the
period. Is all of the recent attention being paid to the big brewers'
new brews taking a toll on the little guys? After all, Molson Coors'
sales share increase of more than 2.5 has to come from somewhere. We
know this writer has a sweet spot for the small guy and is hoping they
use this information to try and take center stage once again.
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Summer 2007 Wrap Up
September 12, 2007 - Coors Light ended the brewers' busy season from
Memorial Day through Labor Day nearly keeping its YTD 2:1 lead over its
nearest light beer rival in the NY Home D Retail market despite the
waffling that occurred throughout the season.
The biggest overall winners include Natural with a case share increase
of more than .52 points, and Keystone Light with an increase of more
than .31.
The biggest losers include Becks with an almost .31 case share loss and
Michelob down almost .70.
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Craft Results Are In
September 12, 2007 -
As promised in our last Market Insight, we're keeping an eye on the
craft beer segment in the NY Home D Retail market. Taking a look at the
period from Memorial Day through Labor Day, we note that no other craft
beer comes close to Blue Moon's .14 case share increase.
While Sierra Nevada was able to maintain its #2 position for the YTD
period ending September 3, a different story may unfold this time next
year if Blue Moon continues on its current course.
Blue Point, a local regional brewer, had respectable gains for its size
coming in at #3 for the YTD period ending September 3.
Unfortunately, the summer season was not so kind to Saranac, Killian's
Red or Brooklyn, all of which saw both case share and ranking declines
in this market.
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Flying Under The Radar
September 12, 2007 -
All too often our attention is focused on and vision obscured by the big
brewers. A glance at our Ranked Brewer/Importer Share Comparison Report
for the NY Home D Retail Market spotted FEMSA quietly moving up under
the radar, managing a more than .10 point case share increase for the
YTD period ending August 31. While a .10 increase is nothing
extraordinary, it carries far more weight when so many other brewers had
case share decreases for the same period. A closer look at FEMSA's
brands reveals that each had small, but respectable gains for the
period. Kind of reminds us a bit of the tortoise and the hare.
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