The Many Personalities of Beer - Julia Herz

Transcript

1. The Many Personalities of Beer Julia Herz | Craft Beer Program Director | @HerzMuses @BrewersAssoc 1
2. Brewers Association Boulder, Colorado 2
3. Brewers Association Membership 50K+ MEMBERS • 70%+ of 5,400 U.S. Breweries • Retailers, Wholesalers, Allied Trade and Homebrewers • Adding Educational Institutions • Like the James Beard Foundation for Beer…but more. • Promote and Protect 3
4. U.S. Beer Market 4
5. 5 The U.S. is the #1 destination for beer on planet earth.
6. Brewersassociation.org/WorkingGroup Alcoholic Beverage Sales Category Sales in billions BEER* $107.6 (2016) SPIRITS $69 (2015) WINE $50 (2015) U.S. MARKET *$23.5B for Small and Independent Craft Brewers
8. Domestic Imports Small and Independent US Shipments All figures in ‘000s of bbls (1 bbl = 31 gallons) 1981 177,034 5,221 35 182,290 2016 139,278 33,366 24,105 196,750 Change -37,756 28,145 24,070 14,459
9. 2,315 2,748 18,125 24,355 33,366 53,500 92,600 370,000 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 *Boston Beer Co. *Yuengling Constellation *Small & Independent Imports Molson Coors AB InBev U.S. AB InBev Global 2016 Barrels: U.S. Beer (000's of bbls) *Included in S&I Total
10. 0 2,000 4,000 6,000 8,000 10,000 12,000 Wineries in the US, 1993-2014
11. Brewersassociation.org/WorkingGroup Sales S&I Craft Beer ALL Beer ON-PREMISES 27% 18% OFF-PREMISES 64% 82% AT THE BREWERY 9.2% <1% 2016-Brewers Association
12. Packaging S&I * Overall Beer** Bottles 60% 34% Draught 30% 10% Cans 10% 55% *2014 Brewers Association Brewery Operations Benchmarking Survey (BOBS) **NBWA 2016 12 • Splash in the glass • ½ glass
14. Small and Independent 14
15. 12 6 7 12 13 15 18 18 12 6 4 or 5% 0 2 4 6 8 10 12 14 16 18 20 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Annual Growth Rate, 2007-2017 (mid year)
16. #IndependentBeer 16 Independent Craft Brewer Seal BrewersAssociation.org/seal
17. Who Is The U.S. Beer Lover? 17
18. Types of Beer Lovers • Beer Beginners • Beer Enthusiasts • Beer Geeks
19. Homebrewing in U.S. • 1M+ Homebrewers • 1,700+ Homebrew Clubs • 700+ Retailers • BJCP Competitions 507 in 2016 vs. 192 in 2003 • 46,000 members of AHA HomebrewersAssociation.org 19
20. 20 Diversity of Craft Beer Drinkers
21. Opportunities 21
25. Copyright ©2016 Nielsen CGA. Confidential and proprietary. Consumption of craft beer is biased toward eating occasions % drinking craft beer for occasion type Source: Nielsen CGA On Premise User Survey (March-April 2017) – sample size: 3082 31% 49% 20% Food-led occasions Drink-led occasions Q: On which occasions do you typically drink craft beer? 25
26. Beer & Food Course Cover 26
27. “The proliferation of craft brewing on the East Coast is a case study in how government regulation can block entrepreneurship for decades — and leave entire regions playing catch-up when it is finally relaxed.” --Jim Tankersley, Miami Herald
28. The Magic Fairy Dust •Keep beer authentic. •Don’t allow a one stop shop •#IllusionOfChoice •Fair access to market •Meaningful Innovations •Quality Beer 28
29. Areas of Emphasis 29 Technical Promote and Protect Events Educational Programs AHA Government Affairs Quality Sustainability Safety Books Festivals Competitions Federal Guilds EDP States Craft Beer Program Grow the Hobby Magazines Ingredients Conferences
31. “Beer is not bread or milk but if you treat it as such you will be rewarded.” @HerzMuses / @BrewersAssoc 31 The Tweet . . .
32. What Is Your Brand? 32
33. Thank You 33 Julia Herz | Craft Beer Program Director | @HerzMuses