Import and Crafts Drive U.S. Beer Sales Higher

02/11/07 The American beer drinker's passion for imported and craft beers continued unabated in 2006, pushing U.S. beer sales back in the black after three years in the doldrums. As a result, sales in the U.S. beer industry overall inched up 1.7% last year to 2.892 billion cases.

The growth among imports was impressive, jumping 12% to 397 million cases, making the sub-category responsible for nearly 14% of the total U.S. beer market. Craft beers and super-premium brews together surged 6.6% in 2006, after a 9% boost in 2005; without the super-premiums added in, crafts on their own rose 12%. These facts and more can be found in the 2007 Adams Beer Handbook, published by Adams Beverage Group, a division of business publisher M2MEDIA360.

"All segments of imports are up and all crafts -- all flavors, styles and seasonals -- that's the big headline," said Eric Schmidt, manager of information services for the Adams Beverage Group based in Norwalk, Conn.

Both distilled spirits and wine consumption continued their climb in 2006, outpacing beer again as societal changes, health and weight consciousness, and the well-marketed glamour of sophisticated contemporary beverages pulled some consumers away from beer. Domestic brewers have found the most success with light beers.

Among imports, Mexican beers lead the way: the seven leading Mexican beers grew a minimum of 9.8% each in 2006, with Corona, the leading imported beer, now the sixth best-selling overall in the United States, up 9.8%. Other well-known imports -- Heineken, Guinness Stout, Newcastle Brown Ale, Labatt Blue Light and Stella Artois -- showed impressive growth as well. Among craft beers, Yuengling grew 4.5%, Sierra Nevada by 1.5%, Fat Tire Amber Ale 10.6% and Widmer Hefeweizen 17.9%. Among domestic premium brews, light beers -- the largest segment with now more than a 50% share of the U.S. market -- climbed 2.3%. Bud Light, the best-selling beer in America, increased its lead over the next best seller (Budweiser) by more than 40 million cases, increasing 4.3% to top out at 560 million cases last year.

The Adams Beer Handbook 2007 contains beer consumption by category, state and metro market. Brand data, retail sales, consumer demographics, advertising expenditures and industry statistics are also included. The cost of the publication is $725 for the handbook only; $895 with CD (Shipping and handling is $10 for all U.S. and Canadian orders, $20 for all international orders).