BMTC20 Tourism Course: The State of U.S. Beer presented by Julia Herz

The State of U.S. Beer Presented by Juia Herz on behalf of the Brewers Association. This presentation was the first of five that took place during the 2020 Beer Tourism Certificate Course.

1. The State of U.S. Beer February 3, 2020 Julia Herz @HerzMuses
3. 9 TODAY…
4. BrewersAssociation.org
11. Today
12. Brewersassociation.org/WorkingGroup Alcoholic Beverage Sales Category Sales in billions BEER* $114.2 SPIRITS <$70 (estimated-2018) WINE $68.1 billion (Wine Institute 2018) US MARKET-2018 *$27.6B for Small and Independent Craft Brewers
17. Total U.S. Alcohol Beverage Permits Grow Across All Segments 0 2,000 4,000 6,000 8,000 10,000 2010 2011 2012 2013 2014 2015 2016 2017 U.S. Brewery Permits 0 1,000 2,000 3,000 2010 2011 2012 2013 2014 2015 2016 2017 U.S. Distillery Permits 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 2010 2011 2012 2013 2014 2015 2016 2017 U.S. Winery Permits Almost 30,000 permitted alcohol suppliers in U.S. Majority in past 10 years: 2010 = 9,803 Current = 28,865 Source: U.S. TTB 2019.
18. 2018 Q4 Survey • Approximately 40 percent is already brewing—and more than 1/2 would consider making in the future: cider or mead or products taxed as beer (hard seltzers/flavored sugar beverages, sake, alcoholic kombucha, etc.). • Nearly 1/2 surveyed said they'd entertain making beers that contain CBD or THC (components of cannabis) should the regulatory structure change federally around those potential products. Brewers Association Fall 2018
20. BEER 5.2% DOMESTIC PREMIUM -3.1% IMPORT 6.1% DOMESTIC SUB-PREMIUM 1.2% CRAFT 2.8% FLAVORED MALT BEVERAGES 43.1% DOMESTIC SUPER PREMIUM 13.3% CIDER -2.2% NON-ALCOHOLIC 23.3% ASSORTED 17.8% "IRI, a Chicago-based market research firm (@iriworldwide)". Geography : Total US - Multi Outlet + Conv Snapshot: December 2019 Beer (IRI)
21. The Beer Lover
27. 62% of male drinkers 19% of female drinkers = beer preferred beverage alcohol If female % was same as male … = ~35M more Gallup
28. Beer Pairing
31. Thank You Julia Herz Craft Beer Program Director @HerzMuses