Malternatives - Global Trends

Malternatives - Global Trends

The world market for malternatives is driven by widespread product acceptance among young, urban consumers. The market is strongly influenced by fashionable lifestyle trends, given the fact that the young and trendy, who are primarily the consumers of the product, perceive sophistication as being the most important factor influencing purchasing patterns. Since malternatives make a fashion statement for the drinker at bars and clubs, continuous innovation in product packaging is seen as an important factor. Sleekly designed, colored, shaped and embossed single-serve bottles are a rage in the marketplace. Also growing in popularity is glass packaging, which is considered to be synonymous with quality and style. Drinks packaged in glass bottles convey the impression of being a premium product, which is an important advantage since malternatives are marketed as premium beverages in the higher-end of the market where image is inseparable from the product.

These and other market data and trends are presented in "Malternatives: Global Trends" by BizAcumen, Inc. Our reports are designed to be most comprehensive in geographic coverage and vertical market analyses.

MALTERNATIVES BMR-3002


CONTENTS


1. METHODOLOGY 1
Study Reliability and Reporting Limitations 1
Disclaimers 2
Quantitative Techniques & Reporting Level 3

2. MARKET OVERVIEW 4
A Curtain Raiser 4
Outlook 4
Market Scan 4
A Sneak Peek into the Gusty World of Malternatives 4
Major Brands in the Malternatives Market 5
Market Drivers in a Nutshell 5
Major Trends and Issues 6
Malternatives Cannibalize the Beer Segment 6
Not All is Lost for the Beer Market 7
Beer Brewers Beat Distillers at their Own Game 7
Why Malternatives Do Better Than Wine 7
Malternatives Face Stiff Competition from Imported Spirits/Beers 7
Spirits Get Under the Skin through Malternatives 8
Malternatives Strike Gold during Summer 10
Malternatives Take the Healthy Route 10
Marketing Equations Striking the Right Balance 10
Brand Equity: A Lifeline for Malternatives 11
New Product Blitz 11
Flavor Innovations that Scored High 11
Beer & Spirit Companies “Ad it Up” 12
Packaging 13
Distribution Dynamics 13
Dynamics of Successful Retailing 13
Malternatives & C-Stores: A Hand-In-Glove Partnership 14
Drug Stores: Are They a Good Fit for Malternative Brews? 14
Consumer Profile 14
Young Adults: A Finicky Yet Experimental Lot 14
Women Hit the Spotlight 15
Where are the Men & Non-Users in the Equation? 16
The Flip Side of Malternatives 18
FMB Formulation Techniques Slip into Negligence 18
Malternatives Alleged to Promote Under- Age Drinking 18
Mass Advertising Draws Wrong Attention 19
Social Activists Flag Protests against Malternatives 20
Health Effects of Malternatives Consumption 20
New Regulations Prick the Malternatives Bubble 21
Are Malternatives Losing Their Fizz? 21
A Shakeout in Progress 21
Number of Brands Whittles Down 22
Looking through the Crystal Ball.. 22

3. PRODUCT FACTS 22
Malternatives: A Definition 22

4. CORPORATE DEVELOPMENTS 23
Heineken, Namibia and Diageo Breweries Ink New Joint Venture
Agreement 23
Global Brands Signs Distribution Agreement with Diageo Great
Britain 24
Diageo Launches Adult Beverages 24
Coors Brewing Inks Agreement with Colorado Rockies 24
MediaNet to Develop Web Mall for National Malt Beverage Company 25
Diageo Plans Capacity Expansion at Illinois Plant 25
SABMiller and Molson Coors Create a Joint Venture 25
Diageo to Build Malt Distillery in Scotland 26
Brown-Forman Acquires Grupo Industrial Herradura 26
Diageo Introduces Flavored Malts in North America 26
Coors Revamps Zima Malt 26
Anheuser-Busch Rolls Out BACARDI Silver Mojito Alcohol Beverage 26
Anheuser-Busch Launches Tarpon Spoon Beer 27
Alcoa Introduces Closures for Malt and Carbonated Beverages 27

5. MAJOR PLAYERS 28
Anheuser-Busch Inc (US) 28
Arizona Beverage Company LLC (US) 28
Bacardi USA Inc (US) 28
Brown-Forman Corporation (US) 28
Molson Coors Brewing Company (US) 29
Cruzan Rum Distillery (US) 29
Diageo Plc (UK) 29
Labatt Breweries Of Canada (Canada) 29
SABMiller plc (UK) 30
Miller Brewing Company (US) 30
The Lion Brewery, Inc. (US) 30

6. GLOBAL MARKET ANALYTICS 31

7. THE UNITED STATES 32
Malternatives Market Overview and Outlook 32
Beer Industry in the US - A Primer 32
Key Market Statistics 33
Trade Statistics 34
Target Audience 34
Malternatives: The Difference Between Success & Failure 35
Who’s Leading the Malternatives Chase? 35
Regulatory Clampdown on Malternatives: Slow Boil in a
Melting- Pot 36
California to Tax Malternatives as Distilled Spirits 36
Labeling Laws 36
Market Share Statistics 37

8. CANADA 39

9. JAPAN 40
Market Overview 40

10. EUROPE 41

a. France 46

b. Germany 46

c. Italy 47

d. The United Kingdom 48

e. Spain 49

f. Russia 49

g. Rest of Europe 50

11. ASIA-PACIFIC 51
China 51
Australia - A Key Market 51
ADGP’s Growing Concern Over Alcopops 51
Higher Taxes Signal Hard Times for Alcopops 52
Alcopop Consumption Trends Among Young Australians 52

12. LATIN AMERICA 53

13. THE MIDDLE EAST 54
Market Overview 54
The Middle East: Charming International Brewers? 54
Malternatives Bode the Promise of Making it Big in Israel 55

14. REST OF WORLD 56


EXHIBITS

Table 1: Consumer Demographics - Quantifying the Impact of
Malternatives on Consumer Image of Spirits: A Comparison
Between Opinions of Regular Uses of Malternatives and
Non-Users of Malternatives

Table 2: Consumer Perception of Malternatives by Gender

Table 3: Perception of Malternatives by Drinkers and
Non-Drinks

Table 4: Global Malternatives Market by Region for the Period
2007-2015 (Sales in US$ Million)

Table 5: Percentage Breakdown of Global Malternatives Market
by Region for the Years 2008 & 2012

Table 6: Breakdown of the US Beer Market by Product Category
- 2006 (In '000 Cases)

Table 7: Volume Sales Leading Beer Brands in the US - 2006
(In Million Barrels)

Table 8: Percentage Share Breakdown of Leading Imported Beer
Brands in the US - 2007

Table 9: Volume Exports and Imports of Malt Beverages in the
US for the Years 2007 & 2008 (In '000 barrels)

Table 10: Retail Dollar Sales of Major Brands in the US
Flavored Malt Beverages Market Through Food, Drug, and Mass
Merchandisers - 2006

Table 11: Retail Dollar Sales of Major Brands in the US
Flavored Malt Beverages Market Through Convenience Stores -
2006

Table 12: Retail Volume Sales of Top Brands in the US
Malternatives Market - 2006

Table 13: Malternatives Market in US: 2007-2015 (Sales in US$
Million)

Table 14: Malternatives Market in Canada: 2007-2015 (Sales in
US$ Million)

Table 15: Malternatives Market in Japan: 2007-2015 (Sales in
US$ Million)

Table 16: Malternatives Market by Region in Europe: 2007-2015
(Sales in US$ Million)

Table 17: Percentage Breakdown of Malternatives Market by
Region in Europe for the Years 2008 & 2012

Table 18: Malternatives Market in France: 2007-2015 (Sales
in US$ Million)

Table 19: Malternatives Market in Germany: 2007-2015 (Sales
in US$ Million)

Table 20: Malternatives Market in Italy: 2007-2015 (Sales in
US$ Million)

Table 21: Malternatives Market in the UK: 2007-2015 (Sales in
US$ Million)

Table 22: Malternatives Market in Spain: 2007-2015 (Sales in
US$ Million)

Table 23: Malternatives Market in Russia: 2007-2015 (Sales in
US$ Million)

Table 24: Malternatives Market in Rest of Europe: 2007-2015
(Sales in US$ Million)

Table 25: Malternatives Market in Asia-Pacific: 2007-2015
(Sales in US$ Million)

Table 26: Malternatives Market in Latin America: 2007-2015
(Sales in US$ Million

Table 27: Malternatives Market in the Middle East: 2007-2015
(Sales in US$ Million)

Table 28: Malternatives Market in Rest of World: 2007-2015
(Sales in US$ Million)


COMPANIES PROFILED