World Malternatives Market

World Malternatives Market

This report analyzes the worldwide markets for Malternatives in Millions of US$. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Latin America, Middle East and Rest of World. Annual forecasts are provided for each region for the period of 2000 through 2015. The report profiles 28 companies including many key and niche players worldwide such as Anheuser-Busch Inc., Arizona Beverage Company LLC, Bacardi USA Inc, Brown-Forman Corporation, Molson Coors Brewing Company, Cruzan Rum Distillery, Diageo PLC, Labatt Breweries Of Canada, SABMiller plc, Miller Brewing Company, and The Lion Brewery, Inc. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

MALTERNATIVES MCP-1196
A GLOBAL STRATEGIC BUSINESS REPORT


CONTENTS


I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation & Reporting Level I-2
Quantitative Techniques & Analytics I-3
Product Definitions and Scope of Study I-3


II. EXECUTIVE SUMMARY

1. Market Overview II-1
A Curtain Raiser II-1
Outlook II-1
Market Scan II-1
A Sneak Peek into the Gusty World of Malternatives II-1
How Malternatives Fare Across the Globe II-2
United States II-2
Japan II-2
Europe II-2
China II-3
Middle East II-3
Major Brands in the Malternatives Market II-3
Market Drivers in a Nutshell II-4
Major Trends and Issues II-4
Malternatives Cannibalize the Beer Segment II-4
Not All is Lost for the Beer Market II-4
Beer Brewers Beat Distillers at their Own Game II-5
Why Malternatives Do Better Than Wine II-5
Malternatives Face Stiff Competition from Imported Spirits/Beers II-5
Spirits Get Under the Skin through Malternatives II-5
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 (includes corresponding
Graph/Chart) II-6
Malternatives Strike Gold during Summer II-7
Malternatives Take the Healthy Route II-7
Marketing Equations Striking the Right Balance II-7
Brand Equity: A Lifeline for Malternatives II-7
New Product Blitz II-8
Flavor Innovations that Scored High II-8
Beer & Spirit Companies “Ad it Up” II-9
Packaging II-9
Distribution Dynamics II-9
Dynamics of Successful Retailing II-9
Malternatives & C-Stores: A Hand-In-Glove Partnership II-10
Drug Stores: Are They a Good Fit for Malternative Brews? II-10
Consumer Profile II-10
Young Adults: A Finicky Yet Experimental Lot II-10
Women Hit the Spotlight II-11
Where are the Men & Non-Users in the Equation? II-11
Table 2: Consumer Perception of Malternatives by Gender
(includes corresponding Graph/Chart) II-12

Table 3: Perception of Malternatives by Drinkers and
Non-Drinks (includes corresponding Graph/Chart) II-13
The Flip Side of Malternatives II-13
FMB Formulation Techniques Slip into Negligence II-14
Malternatives Alleged to Promote Under-Age Drinking II-14
Mass Advertising Draws Wrong Attention II-15
Social Activists Flag Protests against Malternatives II-15
Health Effects of Malternatives Consumption II-15
New Regulations Prick the Malternatives Bubble II-16
Are Malternatives Losing Their Fizz? II-16
A Shakeout in Progress II-16
Number of Brands Whittles Down II-16
Looking through the Crystal Ball.. II-17

2. Product Overview II-18
Malternatives: A Definition II-18
Malternatives: A Historic Scan II-18
Forerunners of the Beverage II-18
Frontrunners of the Beverage II-19
Emergence of Malternatives II-19
Advantages Enjoyed by Malternatives II-19

3. Product Launches/Innovations II-20
Diageo Launches Adult Beverages II-20
Coors Brewing Inks Agreement with Colorado Rockies II-20
MediaNet to Develop Web Mall for National Malt Beverage Company II-20
Diageo Plans Capacity Expansion at Illinois Plant II-20
Diageo Introduces Flavored Malts in North America II-21
Coors Revamps Zima Malt II-21
Anheuser-Busch Rolls Out BACARDI Silver Mojito Alcohol Beverage II-21
Anheuser-Busch Launches Tarpon Spoon Beer II-21
Alcoa Introduces Closures for Malt and Carbonated Beverages II-21
Anheuser-Busch Rolls Out Bacardi Silver Peach II-22
United Brands Unveils Four New Malternatives Flavors II-22
Anheuser-Busch Rolls Out Melon Flavored Malternative Drink II-22
Miller Brewing Unveils a New Brand of Malternatives II-22
Coors Launches ZIMA XXX II-22

4. Recent Industry Activity II-23
Heineken, Namibia and Diageo Breweries Ink New Joint Venture
Agreement II-23
Global Brands Signs Distribution Agreement with Diageo Great
Britain II-23
SABMiller and Molson Coors Create a Joint Venture II-23
Diageo to Build Malt Distillery in Scotland II-24
Brown-Forman Acquires Grupo Industrial Herradura II-24
Adolph Coors Company Merges with Molson Inc II-24
Diageo plc Pockets The Chalone Wine Group, Ltd II-24
Pernod Ricard Acquires Allied Domecq II-24
ATTB Introduces Standards for Malternatives II-25

5. Focus on Select Global Players II-26
Anheuser-Busch Inc (US) II-26
Arizona Beverage Company LLC (US) II-26
Bacardi USA Inc (US) II-26
Brown-Forman Corporation (US) II-26
Molson Coors Brewing Company (US) II-27
Cruzan Rum Distillery (US) II-27
Diageo Plc (UK) II-27
Labatt Breweries Of Canada (Canada) II-28
SABMiller plc (UK) II-28
Miller Brewing Company (US) II-29
The Lion Brewery Inc (US) II-29

6. Global Market Perspective II-30
Table 4: World Recent Past, Current & Future Analysis for
Malternatives by Geographic Region - US, Canada, Japan,
Europe, Asia-Pacific (excluding Japan), Latin America, Middle
East and Rest of World Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2000 through
2010 (includes corresponding Graph/Chart) II-30

Table 5: World Long Term Projections for Malternatives by
Geographic Region - US, Canada, Japan, Europe, Asia-Pacific
(excluding Japan), Latin America, Middle East and Rest of
World Markets Independently Analyzed with Annual Sales Figures
in US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-31

Table 6: World 10-Year Perspective for Malternatives by
Geographic Region - Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
Latin America, Middle East and Rest of World Markets for Years
2003, 2008 & 2012 (includes corresponding Graph/Chart) II-32


III. MARKET

1. The United States III-1
A.Market Analysis III-1
Current & Future Analysis III-1
Beer Industry in the US - A Primer III-1
Key Market Statistics III-1
Table 7: US Beer Market (2006): Breakdown of Volume Sales
by Product Category (In '000 Cases) (includes
corresponding Graph/Chart) III-1

Table 8: US Beer Market (2006): Volume Sales for Leading
Beer Brands (In Million Barrels) (includes corresponding
Graph/Chart) III-2

Table 9: US Imported Beer Market (2007): Percentage Share
Breakdown of Volume Sales by Leading Brands (includes
corresponding Graph/Chart) III-2
The Tale of Malternatives in the US III-2
Table 10: US Malt Beverages Market (2006): Top 10 States
Ranked by Per Capita Consumption of Malt Beverages (In
Gallons per Person Aged 21 years and above) (includes
corresponding Graph/Chart) III-3
Trade Statistics III-3
Table 11: Volume Exports and Imports of Malt Beverages in
the US for the Years 2007 & 2008 (In '000 barrels**) III-3
Target Audience III-4
Malternatives: The Difference Between Success & Failure III-4
Who’s Leading the Malternatives Chase? III-4
Regulatory Clampdown on Malternatives: Slow Boil in a
Melting Pot III-5
California to Tax Malternatives as Distilled Spirits III-5
Labeling Laws III-6
Market Share Statistics III-6
Year 2006: A Review III-6
Table 12: Flavored Malt Beverages Market in the United
States: Retail Dollar Sales of Major Brands Through Food,
Drug, and Mass Merchandisers for the Year 2006 (includes
corresponding Graph/Chart) III-6

Table 13: Flavored Malt Beverages Market in the United
States: Retail Dollar Sales of Major Brands Through
Convenience Stores for the Year 2006 (includes
corresponding Graph/Chart) III-7

Table 14: Top Brands of Malternatives in the United
States: Retail Volume Sales of Smirnoff Ice, Mike's Hard
Lemonade, B&J Coolers, Bacardi Silver, Zima, Seagram
Coolers, BE, Tilt, Skyy Blue, and Others for the Year 2006
(includes corresponding Graph/Chart) III-8

Table 15: US Malternatives Market: Media Advertising
Expenditures for Select Brands in the Year 2006 (In US$
Million) (includes corresponding Graph/Chart) III-8
Product Launches III-8
Strategic Corporate Developments III-11
Focus on Select Players III-11
B.Market Analytics III-14
Table 16: US Recent Past, Current & Future Analysis for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-14

Table 17: US Long Term Projections for Malternatives Market
with Annual Sales Figures in US$ Million for Years 2011
through 2015 (includes corresponding Graph/Chart) III-14

2. Canada III-15
A.Market Analysis III-15
Labatt Breweries Of Canada - A Major Player III-15
B.Market Analytics III-15
Table 18: Canadian Recent Past, Current & Future Analysis
for Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-15

Table 19: Canadian Long Term Projections for Malternatives
Market with Annual Sales Figures in US$ Million for Years
2011 through 2015 III-16

3. Japan III-17
Market Analysis III-17
Table 20: Japanese Recent Past, Current & Future Analysis
for Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-17

Table 21: Japanese Long Term Projections for Malternatives
Market with Annual Sales Figures in US$ Million for Years
2011 through 2015 (includes corresponding Graph/Chart) III-18

4. Europe III-19
A.Market Analysis III-19
Current & Future Analysis III-19
Malternatives in Europe Taking the Spirited Path III-19
Malternatives in Hot Water in the European Union III-19
High Taxes Sober Alcopop Sales III-20
Table 22: European Market for Alcopops (2007): Tax Imposed
on Per Gallon of Alcopop in Select Countries (In US$)
(includes corresponding Graph/Chart) III-20
Need of the Hour III-21
Manufacturers Deny the Charges & Defend their Product
Offerings III-21
Czechs Fall into the Malternatives Trap III-21
B.Market Analytics III-22
Table 23: European Recent Past, Current & Future Analysis
for Malternatives by Geographic Region - France, Germany,
Italy, UK, Spain, Russia & Rest of Europe Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-22

Table 24: European Long Term Projections for Malternatives
by Geographic Region - France, Germany, Italy, UK, Spain,
Russia & Rest of Europe Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2011 through
2015 (includes corresponding Graph/Chart) III-23

Table 25: European 10-Year Perspective for Malternatives by
Geographic Region - Percentage Breakdown of Dollar Sales for
France, Germany, Italy, UK, Spain, Russia & Rest of Europe
Markets for Years 2003, 2008 & 2012 (includes corresponding
Graph/Chart) III-24

4a. France III-25
Market Analysis III-25
Table 26: French Recent Past, Current & Future Analysis for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-25

Table 27: French Long Term Projections for Malternatives
Market with Annual Sales Figures in US$ Million for Years
2011 through 2015 (includes corresponding Graph/Chart) III-25

4b. Germany III-26
Market Analysis III-26
Table 28: German Recent Past, Current & Future Analysis for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-26

Table 29: German Long Term Projections for Malternatives
Market with Annual Sales Figures in US$ Million for Years
2011 through 2015 (includes corresponding Graph/Chart) III-27

4c. Italy III-28
Market Analysis III-28
Table 30: Italian Recent Past, Current & Future Analysis for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-28

Table 31: Italian Long Term Projections for Malternatives
Market with Annual Sales Figures in US$ Million for Years
2011 through 2015 (includes corresponding Graph/Chart) III-28

4d. The United Kingdom III-29
A.Market Analysis III-29
Current & Future Analysis III-29
Malternatives Market Hit by Tax Hikes III-29
Table 32: UK Market for Coolers & Flavored Alcoholic
Beverages: Per Capita Consumption for the Years 2005 & 2006
(In Liters Per Person) III-29
Select Players III-29
Strategic Corporate Developments III-30
B.Market Analytics III-31
Table 33: UK Recent Past, Current & Future Analysis for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-31

Table 34: UK Long Term Projections for Malternatives Market
with Annual Sales Figures in US$ Million for Years 2011
through 2015 (includes corresponding Graph/Chart) III-32

4e. Spain III-33
Market Analysis III-33
Table 35: Spanish Recent Past, Current & Future Analysis for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-33

Table 36: Spanish Long Term Projections for Malternatives
Market with Annual Sales Figures in US$ Million for Years
2011 through 2015 (includes corresponding Graph/Chart) III-33

4f. Russia III-34
A.Market Analysis III-34
Current & Future Analysis III-34
Younger Consumers Spur Malternatives Growth III-34
B.Market Analytics III-34
Table 37: Russian Recent Past, Current & Future Analysis for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-34

Table 38: Russian Long Term Projections for Malternatives
Market with Annual Sales Figures in US$ Million for Years
2011 through 2015 (includes corresponding Graph/Chart) III-35

4g. Rest of Europe III-36
Market Analysis III-36
Table 39: Rest of Europe Recent Past, Current & Future
Analysis for Malternatives Market with Annual Sales Figures
in US$ Million for Years 2000 through 2010 (includes
corresponding Graph/Chart) III-36

Table 40: Rest of Europe Long Term Projections for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-36

5. Asia-Pacific III-37
A.Market Analysis III-37
Current & Future Analysis III-37
Australia - A Key Market III-37
ADGP’s Growing Concern Over Alcopops III-37
Higher Taxes Signal Hard Times for Alcopops III-37
Alcopop Consumption Trends Among Young Australians III-38
B.Market Analytics III-38
Table 41: Asia-Pacific Recent Past, Current & Future
Analysis for Malternatives Market with Annual Sales Figures
in US$ Million for Years 2000 through 2010 (includes
corresponding Graph/Chart) III-38

Table 42: Asia-Pacific Long Term Projections for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-39

6. Latin America III-40
A.Market Analysis III-40
Current & Future Analysis III-40
RTD Market in Central America III-40
Table 43: Central American Market for Ready-to Drinks (2005
& 2006): Volume Sales in Select Countries- Mexico, Costa
Rica, El Salvador, Guatemala, Honduras and Nicaragua (In
Thousands of 9 Liter Cases) (includes corresponding
Graph/Chart) III-40
Strategic Corporate Development III-40
B.Market Analytics III-41
Table 44: Latin America Recent Past, Current & Future
Analysis for Malternatives Market with Annual Sales Figures
in US$ Million for Years 2000 through 2010 (includes
corresponding Graph/Chart) III-41

Table 45: Latin America Long Term Projections for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-41

7. The Middle East III-42
A.Market Analysis III-42
Current & Future Analysis III-42
The Middle East: Charming International Brewers? III-42
Malternatives Bode the Promise of Making it Big in Israel III-42
B.Market Analytics III-43
Table 46: Middle East Recent Past, Current & Future Analysis
for Malternatives Market with Annual Sales Figures in US$
Million for Years 2000 through 2010 (includes corresponding
Graph/Chart) III-43

Table 47: Middle East Long Term Projections for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-43

8. Rest of World III-44
A.Market Analysis III-44
Strategic Corporate Development III-44
B. Market Analysis III-45
Table 48: Rest of World Recent Past, Current & Future
Analysis for Malternatives Market with Annual Sales Figures
in US$ Million for Years 2000 through 2010 (includes
corresponding Graph/Chart) III-45

Table 49: Rest of World Long Term Projections for
Malternatives Market with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-45


IV. COMPETITIVE LANDSCAPE