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What’s Hot! What’s Not
July 15, 2008 - As the weather warmed up in the second
quarter of 2008, we took a look to see who enjoyed the largest case
share and sales share increases in the NY Home D retail market. Of the
top ten growth brands by volume, 60% were light beers. In fact, the top
5 brands were light beers. Bud Light Lime's effect on the light beer
market is very evident, especially on Bud Light which had an unusually
robust quarter. In fact, Bud Light Lime's effect on Bud Light reminds
us a lot of the initial effects we saw on Heineken as a result of
Heineken Premium Light's introduction into the market.
Bud Light Lime's Halo on Bud Light
GREAT NECK, NY – July 15, 2008 - It's no secret that in most markets the
results of Bud Light Lime's market introduction have been most
impressive. What is equally impressive is the halo effect that has
resulted most notably with Bud Light in the NY Home D retail market. It
reminds us of the halo that surrounded Heineken with the launch of
Heineken Premium Light, where for several periods in 2007 both Heineken
and Heineken Premium Light realized substantial case share and sales
share increases. Eventually, the halo wore off and we watched as
Heineken Premium Light's case share increases were offset by Heineken's
case share loses. That cannibalization continues as we look at the
quarter and YTD results ending 6/30.
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Last updated: March 11, 2014