16. August 2015 · Comments Off on Some Import Winners · Categories: Beer · Tags: ,

Moosehead

Featuring such activities as knot-tying (bikini strings), swimming (skinny dipping with a cooler of beer) and calisthenics (running from bears), Camp Moosehead swings into session for the months of June and July. This latest promotion from Moosehead beer, with POS materials that include a 6-foot Camp Moosehead “counselor” decked out in the predominant camp colors of khaki and forest green, and wearing a Camp Moosehead T-shirt, hat, khaki shorts and hiking boots.

Moosehead, Canada’s oldest brewery, is located in St. John, New Brunswick, and is distributed in the US by The Gambrinus Company, San Antonio.

St. Pauli Girl

pgSt. Pauli Girl invites retailers to score a hole-in-one with a new summer promotion featuring a golf gear consumer sweepstakes and special mail-in offers for merchandise. The Gear Up for Golf sweepstakes asks consumers to answer five golf trivia questions, and those who answer all five correctly qualify for Taylor Made golf merchandise, including the grand prize of a golf tour bag and clubs. Golf enthusiasts can enter by calling 1-877-STPAULI, by logging on to the brand’s website (www.stpauligirl.com) or via mail-in coupon.

Consumers can also purchase Taylor Made and St. Pauli Girl golf merchandise via a mail-in offer at retail displays, or via the brand’s website. Items include golf caps, balls, towels and ball/tee kits. POS materials sport the image of Jaime, the 1999 St. Pauli Girl. St. Pauli Girl Lager, Dark and NA beers are brewed and bottled by

“On the other hand,” says a recent report, “fewer than 5 percent of unemployed Americans drink craft beers; not surprising considering the beers’ premium pricing.”

As for income, more than 60 percent of craft beer drinkers live in households with incomes greater than $50,000, and close to 40% live in households with incomes greater than $75,000. The audience is primarily white and Asian, and “the coverage of $75,000 household consumers is a high 21 percent, compared to less than 6 percent from households earning less than $35,000.”

Everything’s Relative

cbeAccording to Jim Koch, founder and president of Boston Beer, the nation’s No. 1 specialty brewer, you have to go inside the numbers to get a true read on the importance of specialty beers (which he calls “better beers”) in the off-premise retail mix.

“You get into some problems extrapolating the numbers at the high end,” explains Koch. “Unfortunately, the high end of the category skews to on-premise consumption. The low end is generally skewed to off-premise. As for relative rankings, if Bud outsells Miller Lite 2-to-1, it’s probably going to look like that in the overall market.”

And never discount the importance of the profitability of the segment in your shelf sets.

“The direct product profitability is greater for a high-end beer than a regular premium beer,” notes Koch. “For example, let’s say you sell a 6-pack of Bud for $4 and a 6-pack of Sam’s for $6, and you

Plastic is just too expensive, no matter how you look at it.

wnpbbThat’s what leading U.S. brewer Anheuser-Busch found when it experimented in the summer of 1998 with bottles made from polyethylene naphthalate (PEN). The biggest advantage of the PEN bottle was that it stayed rigid under heat, which allowed for in-bottle pasteurization.

“You can pasteurize the bottle with beer in it, and if you get it to the place where it’s going to be drunk fast enough, it’s a quite excellent bottle,” says Allan Silverman, a vice president with the Constar unit of Crown Cork & Seal, Philadelphia, which blowmolded the bottles.

Time was the major problem. Although PEN has a tighter molecular structure than PET, its barrier still is insufficient, meaning it doesn’t yield a good enough shelf life, Silverman says: “You could have given it away or charged a million dollars – it wouldn’t have worked. The barrier isn’t good enough.”

To make plastic bottles with a sufficient barrier requires a multi-layer structure. These designs tend to push the bottle’s price significantly beyond glass and aluminum.

The price ain’t right

Price was the reason Anheuser-Busch recently terminated another trial of a plastic beer bottle: a test market in Dallas and Phoenix, Ariz., convenience stores. The three-layer bottle comprises a layer of oxygen-scavenging copolyester between two layers of PET, with more oxygen-scavenging material in the closure liner.

Anheuser-Busch concluded the test market after six weeks because of disappointing

The consumer mindset has contributed greatly to the beerscape. “Drivers of imported beer growth include the ‘mainstreaming’ of imported beer brands,” says the report. “Twenty years ago, the only consumers of imported beer were beer connoisseurs and foreigners. Today, though imports remain an upscale product, consumers from every economic, social and cultural group consume imports on occasion.”

ibdsbImports have delivered the mass that craft beers never could. While microbrews and other specialties were racking up impressive annual gains of between 22 and 42 percent from a relatively tiny base between 1991 and 1996, imports, with a more significant base, were beginning to register increases in the low double-digits. The craft explosion left a halo around imports as well–and it’s the foreign beers that have continued to benefit as domestic specialties have sagged (actually off by 1 to 2 percent in ’98, says BMC).

So it’s a bittersweet legacy left by the major micro excitement of the mid-’90s. “Once content with mass-produced domestic lagers, consumers are more frequently opting for higher-quality, fuller-bodied, rich-tasting beers,” notes the report. “In addition, the brand preference set for any given beer drinker is likely to have expanded. Where once a consumer would be loyal to a single brand, he or she is now more likely to select different brands based on the consumption occasion. Of no lesser importance is consumers’ current willingness to pay a premium for high-end brands.”

That circumstance could describe domestic specialties

I love Indian Food, and the more authentic, the better. Cooking peppery-hot vegetarian dishes at home, I use recipes from Rajasthan and spices from Madras while listening to a CD of George Harrison playing the sitar. And the beer I choose is an India Pale Ale, shipped all the way from England.

ipaYes, England. Unlike Belgian waffles, Turkish coffee, and Irish stew, India Pale Ales owe their moniker not to their land of origin but rather the country to which they were historically shipped. Created by London’s Bow Brewery in 1790, this style was – and still is – generally characterized by a tawny orange color and high levels of both hopping and alcohol. The reason for this double-barreled approach had less to do with currying favor among the thirsty troops stationed in India than to ensuring that the product arrived there in quaffable condition.

Most of the standard ales of that time arrived at the subcontinent in pretty sari shape. Bow’s deployment, though, of more alcohol and hops proved to be just the right Taj – er, touch – in contributing to the beer’s stability and shelf life. Hoppily enough, this new type of brew grew so popular that other brewers soon followed Bow’s lead. Over time recipes change, though, and during the latter half of this century IPAs have gradually become as watered down as skim milk, with most sporting less snap than a day-old papadum.

Their American