Thursday, June 6, 2013

Beer Pressure


With almost $100 billion and over 200 million barrels a year, the American beer industry is nothing to brewed about! But beer executives are foaming at the mouth as sales of mainstream product continues to fall. Were it not for a steady increase in craft beers (up 15% by volume and 17% by dollars in 2012), the three straight months of declining sales this year would have been even worse. Yet craft beers represent only about 6.5% of the market. Why the decline?
Americans are buying more hard spirits – times are tough so the more powerful anesthetics are seemingly more… well… anesthetizing. And those at the top of the food chain, most likely including those 1% who own 42% of America’s wealth, are sucking down more wine. Beer, well, is a budget item that can be sacrificed. “In fact, it’s been a pretty brutal year so far. [Beer s]ales continue to limp along, hurt by a string of problems -- mainly the weak economy, the cold weather, and a long-term shift in consumer preference for wine and liquor… Analysts say consumers are increasingly likely to uncork a bottle of wine than to pop the cap on a bottle of beer. And it's the biggest names that are suffering the most: Anheuser-Busch InBev (BUD), SABMiller, Molson Coors Brewing (TAP) and Heineken.” DailyFinance.com, May 27th.
But beer executives are not exactly tapped out, since their share prices seem to be holding reasonably well; even merger and acquisitions activities in this sector are continuing apace. Anheuser-Busch InBev recently bought out Corona, and “[d]espite the sales weakness… [d]uring the past year [beer stocks have] outperformed the market in general. Anhueser-Busch is up 39 percent, SAB Miller shares traded in London are up 45 percent and Molson Coors, up 30 percent.” DailyFinance.com.
With marketing executives over a barrel and hopping mad, they seem to be willing to be trying new formulas before this whole thing comes to a head: “In order to boost sales, the big beer makers are pushing out more upscale and pricier brews, including fruit and margarita flavored lagers… Anhueser-Busch also rolled out a higher alcohol content brew, Budweiser Black Crown, in January. It also offer Bud Light Platinum. Both cost about a third more than regular beers.” DailyFinance.com. Are consumers getting more choice or just getting mugged with these higher prices?
With lots of rain around the country, putting a damper on traditional Memorial Day celebrations, the lowered sales were precipitous (Memorial Day reflects 5% of annual sales). Hey, as long as share prices hold. There is a silver lining, beer fans; this could be a turnaround moment for the beer world: “As if the sound of Hanson's mega-hit ‘MMMBop’ wasn't intoxicating enough, the adorable band of brothers has produced something that could really get you buzzing: a new beer called – what else? – MmmHops. The awesomely-titled IPA [India pale ale] – created with the help of a craft brewery in their home state of Oklahoma, according to BeerPulse.com – was introduced by the brothers at The Hangover Part III afterparty in L.A. on May 20th].” People.com, May 24th. I am…er… greatly relieved.

I’m Peter Dekom, and while I don’t always make lite of such subject matter, I certainly hope I don’t get a frosty reception for my blog, so quit yer winin’!

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