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Accession number & update
ZF9IE4 19970228.
Title
THE EVOLVING ALCOHOLIC BEVERAGE INDUSTRY.
Source
BUSINESS COMMUNICATIONS COMPANY, INC.
Tel: (203)853-4266.
Publication date
July 1996 (19960700).
Occurrences
PARAGRAPH
TI (1)
Length
509,106 Characters, approximately 299 PC screens.
Table of contents
ALCOHOLIC BEVERAGE INDUSTRY: INTRODUCTION:
STUDY GOAL AND OBJECTIVES TX(1)
ALCOHOLIC BEVERAGE INDUSTRY: SUMMARY:
CONDENSED SUMMATION TX(2)
ALCOHOLIC BEVERAGE INDUSTRY OVERVIEW:
DEFINITION AND TYPES PART I: BEER TX(3)
ALCOHOLIC BEVERAGE INDUSTRY OVERVIEW:
DEFINITION AND TYPES PART II: WINE, SPIRITS PART I TX(4)
ALCOHOLIC BEVERAGE INDUSTRY OVERVIEW:
DEFINITION AND TYPES PART III: SPIRITS PART II WITH TABLE TX(5)
ALCOHOLIC BEVERAGE INDUSTRY OVERVIEW:
TRENDS: NEW PRODUCTS, NEW INGREDIENTS IN BEER, WINE, SPIRITS TX(6)
...
Text (2 of 107)
ALCOHOLIC BEVERAGE INDUSTRY: SUMMARY
CONDENSED SUMMATION
The ability to develop new products and extensions, as well as
create interest through aggressive and innovative marketing
and promotion, will produce slight growth for alcoholic
beverages, in spite of the continuing negative reports of the
effects of alcohol. BCC forecasts that total U.S packaged
retail sales for alcoholic beverages will increase from $68.2
billion in 1995 to $72.81 billion in 2000, at the rate of 1.3%
per year.
Some producers say that there really aren't many new drinkers
of alcoholic beverages, merely just the same pool of drinkers
experimenting with different types of alcoholic drinks. On
the other hand, there is some cross-experimentation, such as
premium beer drinkers trying premium wines, and new drinkers
coming from the twenties and thirties age groups, and females.
SUMMARY FIGURE
MARKET SHARE SALES, ALCOHOLIC BEVERAGES
LEGEND
Beer 45%
Wine 18%
Spirits 37%
Beer is estimated at 45% of total sales and 88% of gallons
sold because it is the most affordable and most available of
all alcoholic beverages. Beer sales are projected to increase
from $30.4 billion in 1995 to $32.31 billion in 2000, at the
rate of 1.2% per year. Domestic sales will account for the
larger share but imports are projected to grow at a faster
rate because consumers perceive them to be specialty products,
and many beer drinkers are trading up. Imported beers are
produced in a variety of styles, depending upon origin, and
offer consumers a wide range of choices with which to
experiment. Lagers are estimated to have the largest share of
sales, but ales are expected to have faster growth. Many of
the new products marketed by domestic brewers, which include
major brands and microbreweries as well as importers, are made
in the style of ales.
The largest share of total sales is estimated for light/lite
beers because consumers are still interested in health and
keeping calories low, but the fastest growth is forecasted for
specialty varieties which are providing new taste experiences
and higher quality for both old and new drinkers.
Wine is estimated at 18% of total sales and 7% of gallons
sold. BCC forecasts that wine will be the fastest growing
alcoholic beverage, chiefly because there are an increasing
number of positive media reports about wine's link to
protecting against heart disease. Wine is projected to
increase in sales from $12.2 billion in 1995 to $13.6 billion
in 2000, at the rate of 2.2% per year. Another positive
factor is that wine is considered to be more socially
acceptable than spirits, and has a more upscale image than
beer. Domestic wines are estimated to have the largest share
of sales, but imports are forecasted to increase at the faster
rate because many of them are priced lower than domestic
wines, and price is a major consideration for wine sales.
Table wines are estimated to have the largest share of sales
because consumers have the greatest knowledge about this type
of wine, have the widest range of taste choices with this
type, and because it is suggested that in order to reap health
benefits, wine should be consumed with meals. Generic
varieties are estimated to have the largest share of table
wines but varietals are projected to have faster rate of
growth because they offer consumers high quality and new types
of tastes.
White wines are estimated to have the larger share of table
wines because they are sweet tasting but red wines are
projected to have faster growth because this type is mentioned
more in relation to health benefits, even though white wine is
also reportedly healthful. Some growth is expected for
sparkling wines, but slow growth is forecasted for fortified
and dessert wines which are consumed mostly by older drinkers.
and for wine coolers which are losing consumer interest.
Spirits are 37% of total sales and 5% of gallons sold.
Spirits are forecasted to have the slowest rate of 1% per
year, from sales of $25.6 billion in 1995 to $26.9 billion in
2000, because they are perceived as unhealthy and socially
unacceptable by a growing number of consumers. However, some
brands in slow-growing markets are enjoying increased sales as
a result of aggressive marketing, and some small markets are
enjoying good growth because they offer something new and
interesting to consumers.
Domestic spirits are estimated to have the larger share of
sales but imports are expected to grow faster because they
represent the faster growing types such as tequila, Irish
whiskey, some brandy/cognacs, and rum, which offer new tastes
and premium quality. Fast growth is not anticipated because
young people are not as attracted to spirits as to other
types; the prices can be too high for many young people; and
there is increasing societal pressure to disdain the use of
spirits.
Brown spirits are estimated to have the larger share of
spirits sales but white spirits are expected to have faster
growth because they are used for mixing, which is increasingly
popular; their tastes are less strong and more attractive to
new, inexperienced drinkers; because they're trendy; and
they lend themselves more readily to different types of social
occasions. The most popular spirit is still vodka with its
neutral taste good for mixing; tequila goes well with the
increasing popular Tex-Mex food; rum is growing because of
its sweet taste; and gin is declining because its taste is not
sweet.
SUMMARY TABLE
SALES ESTIMATES AND PROJECTIONS OF ALCOHOLIC BEVERAGES,
1995-2000
($ billion)
AAGR%
U.S. Packaged Retail 1995 2000 1995-2000
$ Sales
Beer 30.40 32.316 1.2
Wine 12.20 13.6 2.2
Spirits 25.60 26.9 1.0
Total 68.20 72.816 1.3
# Gallons
Beer 6.0170 6.3820 1.2
Wine .4692 .5230 2.2
Spirits .3657 .3843 1.0
Total 6.8519 7.2893 1.2
...
Descriptors
FOOD AND BEVERAGE.
Country and region
UNITED STATES, EUROPE.
Labels/description Example
AN Accession number 1_: ZF9IE4.AN.
& update 2_: 198970228.AN.
TI Title 3_: ALCOHOLIC ADJ BEVERAGE.TI.
SO Source - the same for all documents -
DT Publication date 4_: JULY ADJ 1996.DT.
DATE= Pub. date YYYYMMDD 5_: DATE=19960700
MONTH= Pub. month YYYYMM 6_: MONTH=199607
YEAR= Pub. year YYYY 7_: YEAR=1996
OC Occurrences - Display only -
LE Length - Display only -
TC Table of contents 8_: NEW ADJ PRODUCTS.TC.
TX Text 9_: BEER ADJ DRINKERS.TX.
DE Descriptors 10_: FOOD-AND-BEVERAGE
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CN Country 11_: UNITED ADJ STATES.CN.
1_: WHISKY
DATE Publication date YYYYMMDD 2_: ..L 1 DATE>19960701
MONTH Publication month YYYYMM 3_: ..L 1 MONTH LT 199701
YEAR Publication year YYYY 4_: ..L 1 YEAR WL 1996,1997
UDATE Update date YYYYMMDD 5_: ..L 1 UDATE>19970401
UMONTH Update month YYYYMM 6_: ..L 1 UMONTH=199705.
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