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Anheuser Busch, makers of America's largest beer brand, Budweiser, called 2005 a 'challenging year', recording sales
growth of just 0.1% in the fourth quarter as a result of the stagnant US beer market. In response to this, the company has
instigated a number of initiatives to improve its business, launching the Here's to Beer campaign, as well as numerous beer
and non-beer products, such as Tilt energy beer, Budweiser Select and Jekyll & Hyde liqueur.
SUMMARY
AB has set out to address the ailing beer market with the launch of Here's to Beer marketing campaign, which is
designed to promote beer's capacity to bring people together from all walks of life. Despite AB stating that the
campaign encourages people to drink all beer brands, not just its own, rival brewers have distanced themselves
from the campaign;
AB has attempted to grow its sales through innovations like BE and Tilt energy beers, encouraged by strong growth
in the energy drinks category. Whereas BE is designed to compliment the Budweiser style of packaging, Tilt
abandons AB's traditional style in favor of a bold silver can, mimicking the design of flavored malt beverages such
as the US version of Smirnoff Ice;
The company has exploited the growing specialty beer sector with the launch of a range of craft beers, both
developing its own and distributing foreign based brews. Budweiser Select, a stronger flavored, low carb beer, has
been particularly successful it was one of the best selling new beverage launches in 2005;
AB has diversified its portfolio, enhancing its offerings outside the beer sector. In order to cash in on the rising
popularity of the spirits market, AB has formed a division dedicated to this sector and has launched the Jekyll &
Hyde liqueur. It has also its moved further into the non-alcoholic energy drink market through a distribution
agreement with Hansen.
ANALYSIS
Here's to Beer campaign aims to promote ailing beer sector
US beer growth remains stagnant
The US beer market was worth a substantial $76.4 billion in 2005; however, in recent years the market has been
stagnating, growing by a compound annual growth rate (CAGR) of only 1% between 2001 and 2005. In contrast, the wine
and spirits markets have been growing at a healthier pace: in the same five year period, wine grew by a CAGR of 3.7%,
and spirits by 2.4%.
The poor state of the beer market was highlighted in February 2006, when Anheuser Busch (AB) reported a net income
decrease of 39.5% for the fourth quarter, and gross sales growth of just 0.1%.
executive officer of AB, summed up the company's poor performance in a company press release:
Weve had a
challenging year in the domestic beer business and our 2005 sales and earnings per share were disappointing.
However, AB's results perked up in the first quarter of 2006, with net income falling by just 0.2%, and gross sales
increasing by 5.2%, benefiting from a series of initiatives undertaken by the company to boost its business.
AB exploits trend for functional drinks with alcoholic energy beer launches
Functional and energy drinks are high growth categories
Anheuser Busch has attempted to boost the company's poor beer sales with the launch of two new beer brands, BE and
Tilt. These are both flagged as being high energy drinks, and therefore exploit the current strong demand for functional, i.e.
healthy, beverages.
The US functional drinks category grew by a CAGR of 11.7% between 2001 and 2005, spurred by the growing interest in
the possible health benefits of herbs such as ginseng. Within this category, energy drinks have been a particularly high
growth sector, growing with a CAGR of 22.9% in the same five year period to reach $1.7 billion in 2005.
BE straddles beer/malternatives market with traditional beer packaging
BE, which is pronounced B-to-the-E, is a fruit-flavored, ginseng and caffeine-infused beer that was launched by Anheuser
Busch in the US 2004. The beverage utilizes the Budweiser branding on its packaging, whilst its formulation is enhanced
with energy giving ingredients such as caffeine, guarana and ginseng. In this respect the brand straddles both the beer and
malternative market in its packaging and formulation, with the aim of easing AB into a beverage category outside of beer,
and encouraging both beer and non-beer drinkers to try the brand.
The brand has caused some controversy since its launch, with its mix of alcohol and energy enhancing ingredients leading
to criticisms that it encourages people, particularly younger consumers, to drink more alcohol on a night out. In the UK,
where it was launched in 2005, the brand is forbidden to make any energy claims in its adverts, due to tough alcohol
marketing laws. In response, AB markets the E in the brand name as standing for 'extra' in the UK, not 'energy'.
Miller hasn't given up on the genre however, debuting Mickey's Stinger in some states in mid 2006. This will compete
directly with Tilt, consisting of a malt beverage with caffeine, guarana, taurine and honey.
Figure 1:
The BE brand is recognizable as a beer from the Budweiser stable, while Tilt
abandons the look of conventional beers
DATAMONITOR
Figure 2:
DATAMONITOR
Figure 3:
Jekyll & Hyde consists of two different flavored liqueurs presented in bottles that
fit together
DATAMONITOR
APPENDIX
Case study series
This report forms part of Datamonitor's case studies series, which explores business practices across a variety of
disciplines and business sectors. The series covers a range of markets including food and drink, retail, banking and
insurance, pharmaceuticals and software.
Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations,
highlighting the ways in which the company has become one of the best in its field or how it deals with different problems
encountered within that sector.
Methodology
A variety of primary and secondary research was carried out for this case study. This included researching the US
beverage market on Datamonitor's Interactive Consumer Database and on the Productscan Online Database of new
products, alongside an extensive review of secondary literature and other in-house sources of information.
Secondary sources
Anheuser-Busch is only backer of its beer industry campaign; Associated Press (May 2006)
SpikeDDB's Anheuser-Busch spots give black spin to 'Here's to Beer' theme; Target Market News (March 2006)
Further reading
Beer, Cider & FABs in the USA to 2009 (Datamonitor, DMCM2799, June 2006)
High Quality Snack & Beverage Consumers (Datamonitor, DMCM2378, October 2005)
Insights into Tomorrow's Over 25s Alcoholic Drinks Consumers (Datamonitor, DMCM2379, August 2005)
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